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Understanding Digital Consumers’ E-Travel Purchase Intention in Malaysia through the Technology Acceptance Model

Year: 2026

Type: article

Abstract: HRMARS - This study examines the factors influencing consumers’ purchase intentions toward e-travel services in Malaysia. The main objective is to identify the key determinants that motivate and influence internet users when choosing among available e-travel services. Grounded in the Technology Acceptance Model (TAM), the study explores the influence of Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Trust, and Word of Mouth (WOM) on consumers’ purchase intentions. Data were collected from 121 potential online shoppers in Malaysia who use e-travel platforms offering services such as flights, train tickets, cruises, and accommodations. The results reveal that Perceived Ease of Use, Perceived Risk, and Trust do not have a significant effect on purchase intention. Conversely, Perceived Usefulness and Word of Mouth (WOM) significantly influence consumers’ intentions to purchase e-travel services. These findings highlight the importance of designing e-travel platforms that emphasize usefulness and leverage positive customer experiences through online and social recommendations. The study provides valuable insights for travel agents, entrepreneurs, and web developers in developing effective digital marketing and customer retention strategies to strengthen their competitiveness in the Malaysian e-travel market.

Source: International Journal of Academic Research in Business and Social Sciences

DOI: 10.6007/ijarbss/v16-i4/26907

Authors: Normaziah Che Musa, Nurul Huda Hussin, Nik Suraya Nik Muhammad Arifin, Reem Shakira Aziz, Misyer Mohamed Tajudin

Institution: UNITAR International University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7155201867

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