THE IMPACT OF PERCEIVED VALUES AND INFORMATION SHARING ACTIVITY TOWARDS PURCHASE INTENTION IN ONLINE TRAVEL AGENTS
Abstract
Virtual marketplace requires travel agents to give more efforts to increase potential customer’s purchase intention, mainly by increasing customer’s perception of value for the services offered. There is also information constantly revolving in the internet which may strengthen or weaken these perceptions. In this research, we aim to explore the values influencing someone’s motive to purchase transportation tickets collaborated with interpersonal information gathering. This paper consists of perception into customer behavior and preference towards online travel agent based on some variables. We carried out empirical study to examine the hypothesis correlating to the research model using IBM SPSS for data analysis. The result shows that the customers’ intent to book tickets via online travel agent is potentially relied on perceived values and information sharing activity.
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DOI: https://doi.org/10.25292/atlr.v3i0.306
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