Main Article Content
This research aims to study the causal factors that affect consumers’ online purchase intention in the hospitality industry and to demonstrate the causal model of factors that affect consumers’ online purchase intention in the hospitality industry. The samples are 400 customers who had experience in using an online hotel booking platform. The research instrument was a questionnaire. The Structural Equation Model analysis by the Partial Least Squares technique was employed. The results found that the corporate image is an antecedent that has a positive direct effect on consumers’ online purchase intention in the hospitality industry via perceived price. The corporate image had a direct effect on perceived price and trust, and had an indirect effect on perceived value and consumers’ online purchase intention. The perceived price and trust also had a direct effect on perceived value as well as consumers’ online purchase intention. However, the corporate image did not affect perceived value and consumers’ online purchase intention. The perceived value and trust did not affect consumers’ online purchase intention. The implications of this study reveal the importance of understanding the causal factors that affect consumers’ online purchase intention in the hospitality industry. The study recommends the hospitality business entrepreneurs to enhance consumers’ online purchase intention.
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