Antecedents of Behavioral Intentions on Online Travel Agent Company: Comparison between Generation X and Millennial

Faisal Arsya Rakhmada, Sri Rahayu Hijrah Hati

Abstract


The number of internet users in Indonesia has grown at the unbelievable rate. There is no exception with the growth rate of the online travel agent users in Indonesia. When making online transaction, including via online travel agent, consumers are faced with uncertain situations. The uncertain situations could grow increasingly critical when consumers have to share sensitive personal information in the transaction process. In this context, the importance of building and maintaining trust becomes very important to online marketers as numerous studies have shown that the lack of trust is one of main reasons for consumers’ hesitancy to online shopping. The evidence has shown that trust could reduce the perceived risks and thereby determines success or failure of e-vendors. The research objective is to analyze the antecedents of behavioral intentions on online travel agent company. Also to see whether the trust formation between generation X and Millennial has difference. The research is based on online surveys conducted with convenience samples from two different generation. The results have shown a strong relationship between initial trust towards online travel agent and consumers’ behavioral intentions. The results suggest that there’s no difference between two generations on the formation trust and behavioral reactions. Both Gen X and Millennial seen the risks and trust of using online travel agent in the same way. Both generation willing to give personal information to online travel agent

Keywords


online travel agent; behavioral intentions; trust propensity; familiarity; web risk

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References


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DOI: http://dx.doi.org/10.12962/j23546026.y2019i5.6290

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