Research on the impact of website quality on tourists' behavior in using services of otas in Vietnam

Abstract

The purpose of the study is to find out the impact of website quality on tourist behavior so that it can provide solutions and suggestions for Vietnamese OTAs that can be adjusted to develop and regain their competitive edge with foreign OTAs. Due to the fierce competition, OTAs are having difficulty being financially viable. In order to overcome this obstacle, OTAs must better engage their clientele by presenting them with attractive value propositions. This necessitates a thorough comprehension of the consumption values relevant to the OTA environment. The current study proposes a paradigm for anticipating purchase intention by adjusting the theory of consumer values to the OTA situation in order to fill this gap. Structural equation model is employed to test the research framework with 258 users who have experienced the products and services of OTAs in Vietnam. The results showed that website quality increases user's purchase intentions through satisfaction of the values for quality-of-benefits, information, emotional and preference. Website quality (system quality, service quality and information quality) have a positive impact on purchase intentions through consumption values (quality-of-benefits value, information value, emotional value and preference value)