Online Travelers' Decision Makings: A New Equation Model to Evaluate Impacts of Website, Search Intention, and Trust

This article empirically tests a structural equation model to explore the impacts of quality of website design, travelers' search intentions, and travelers' trust on their online purchase intentions of travel product(s). Data were collected through an Internet survey of consumers of an online travel service company. The study found that when consumers evaluate a website design, they consider information quality, system quality, and service quality as the most important factors. The findings also confirm that quality of website design, consumers' search intention, and consumers' trust influence their online purchase intention. Future research can use this study as a base model to examine e-consumer behavior, travelers' repurchase intentions, and e-loyalty in the travel industry.