The Impact Of Web Attributes On Millennial Travelling Decision

  • Irbiana Hanim Tahir
  • Sharina Osman
Palabras clave: Web Technology, Digital Platform, Technology Application, On- line Buying


Web technology has been Web technology has been developing over years to a point where companies can tailor the information they provide to custom- ers, adjusting the web page content according to the customer profile. Such adaptability can enhance sales by closely matching the customer needs and re- quirements. Particularly in travel industry, people can now scout for informa- tion related to specific destination through the social media platform including web page. This trend has becoming popular due to the several advantages that help shaped people’s intention to purchase travelling packages. In this study, the framework is developed based on Davis’ Technology Acceptance Model (TAM) correlate with the attributes of using website on a purchase intention process to travel. This conceptual paper discusses the previous lit- erature relating to the factors influencing the intention to purchase travelling packages among the millennial travellers in Kuala Lumpur. Hypotheses will be tested using relevant tests (colleration and relationship testing) and data will be collected using questionnaire among young traveller in Kuala Lumpur. A proposed theoritical framework that has been developed using Davis’ Tech- nology Acceptance Model (TAM) as underpinning theory. This paper is only focusing at the variables from the first Davis’ Technology Acceptance Model (TAM) that has been introduced by Davis, 1989. Contribution would be rele- vant in various school of thought of tourism as well as customer behavioural in purchasing and intention to buy product or services online.

Biografía del autor/a

Irbiana Hanim Tahir
Business School, Universiti Kuala Lumpur Business,Malaysia
Sharina Osman
Business School, Universiti Kuala Lumpur Business,Malaysia


Ajzen I., 1991. The theory of planned behavior. Org Behav Hum Decision Processes 50, 179-211.

Anthapaththu J.C. & Kulathunga K.M. S. D. (2018). Factors Affecting Online Purchase Intention: A Study Of Sri Lankan Online Customers. International Journal Of Scientific & Technology Research. 7(9). ISSN: 2277-8616

Aziz, N., & Ariffin, A. (2009). Identifying the relationship between travel motivation and lifestyles among Malaysian pleasure tourists and its mar- keting implications. International Journal of Marketing Studies, 1(2), 96- 106.

Brown, M. (2003). Buying or browsing? An exploration of shopping ori- entations and online purchase intention. European Journal of Marketing, 37(11/12), 1666-1684.

Cheah S. T., Lim K. C. & Kalsom K. (2015). American Journal of Tourism Management 2015, 4(2): 40-42 DOI: 10.5923/j.tourism.20150402.03 Chen, L., Gillenson, L. M., & Sherrell, L. D. (2002). Enticing online con- sumers: An extended technology acceptance perspective. Information and Management , 39 (8), 705-719.

Chen, M.Y., & Ching, I.T. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1-23. s10660-013-9104-5

Chiew, S. W., Mohd S. M. A, Norhayati Z. & Muhammad N. M. T. (2014). Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Products. Review of Integrative Business Economics Re- search. Vol 3(2). ISSN: 2304-1013 (Online); 2304-1269 (CDROM) Cooper-Martin, E. (1993) Effects of information format and similarity among alternatives on consumer choice processes, Journal of the Academy of Marketing Science, Vol. 21, no. 3: 239-246, 1993.

Crnojevac, I. H., Gugić, J. and Karlovčan, S. (2010). E-Tourism: A com- parison of online and offline bookings and importance of hotel attributes. Journal of information and organization sciences, 34 (1), 41-54.

Dachyar, M. & Liska, B. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce, IC, 2017 – 13(5): 946-968 – Online ISSN: 1697-9818 – Print ISSN: 2014-3214 ic.1119

Davis, F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory & Results. Doctor- al dissertation, Sloan School of Management, Massachusetts Institute of Technology.

Euromonitor International. (May 2014). Travel and tourism in Malaysia. Retrieved from Portal/Handlers/accessPDF.ashx?c=5 2PDF&f=F-206301-21649552.pd- f&code=V8%2bLLa2kzTGdm1egRRohq71%2fhHk%3d.

Gefen, D. (2000). E-commerce: the role of familiarity and trust, Omega,Vol.28, no. 6:725-737, 2000.

Gefen, D., Karahanna, E. & Straub, D. W. (2003) Trust and TAM in online shopping: An integrated model.” MIS quarterly, Vol. 27, no. 1: 51-90 Gehrke, D. & Turban , E. (1999) Determinants of successful website de- sign: relative importance and recommendations for effectiveness, In Sys- tems Sciences, 1999. HICSS-32. Proceedings of the 32nd Annual Hawaii International Conference, pp. 8

Glover, P. (2010). Generation Y’s future tourism demand: some opportunities and challenges. In P. Benckendorff, G. Moscardo, & D. Pendergast (Eds.), Tourism and Generation Y (pp. 155-163). UK: CABI Publishing. Hanson, W. (2000). Principles of Internet Marketing . OH: South-Western College Publishing.

Hassanein, K., and Head, M. (2007) Manipulating perceived social pres- ence through the web interface and its impact on attitude towards online shopping, International Journal of Human-Computer Studies. Vol.65, no. 8: 689-708

Hongyao, N. (2013). Online Purchase Intention in B2C E-commerce: An Empirical Study. Wuhan International Conference on e-Business. Wuhan: WHICEB 2013 Proceedings.

Hyasintha, K. & Daniel, M. (2016). Assessment on the Role of Internet in Tourism Marketing A Case Study of Mwanza City-Tanzania. Journal of Tourism, Hospitality and Sports. 22. ISSN (Paper): 2312-5187 ISSN (Online): 2312-5179

Hyde, K. F. (2006). Contemporary information search strategies of desti- nation-naive international vacationers. Journal of Travel and Tourism Mar- keting, 21(2–3), 63–76

Ivan, W. (2012). An empirical study of an online travel purchase intention model. Journal of Travel & Tourism Marketing, 29:18–39. ISSN: 1054- 8408

Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information systems research, Vol.13, no. 2: 205-223

Mohamed, B., Omar, S. I. & Lau, P. M. (2010). Malaysian Youth Tourism Market: A Lucrative But Overlooked Tourist Segment. Malaysian Journal of Youth Studies, 3(1), 1-21. ISSN: 2229-8738

Mohd, F. M. S & Md, N. H. T. (2012). Website Quality And Consumer Online Purchase Intention Of Air Ticket. International Journal of Basic & Applied Sciences, Vol. 9, No. 10

Noor, H. Z., Siti S. R., Azila A., Saiful B. M. K. & Dahlan A. (2016). On- line Travel Shopping Intention. International Academic Research Journal of Business and Technology 2(2) 2016 Page 140-144

Norzalita A.Z., Ghazali M. & Ainin S. (2010). The Influence of Travel Mo- tivations and Social Factors on Travel Web Site Usage among Malaysian Travellers. Asian Journal of Business and Accounting, 3(1), 2010, 89-116. ISSN 1985-4064

Nusair, K. & Kandampully, J. (2008). The antecedents of customer satis- faction with online travel services: a conceptual model. European Business Review, 20(1), 4-19

Pavlou, A., (2003). Consumer acceptance of electronic commerce: Inte- grating trust and risk with the technology acceptance model,” International journal of electronic commerce. Vol. 7, no. 3: 101-134

Peter, J. P., & Olson, J. C. (1999). Consumer behavior and marketing strat- egy (5th ed.). NY: Irwin/McGraw- Hill.

Poh, M. W. W. (2014). The Effects of Website Quality on Customer e-Loy- alty: The Mediating Effect of Trustworthiness, International Journal of Academic Research in Business and Social Sciences., 4(3), 22. ISSN: 2222-699

Razak, A. (2019). Putting the shine back in Malaysia’s tourism industry, The Star. the-shine-back-in-malaysias-tourism-industry

Richards, G. 2006. The impact of travel experiences on the cultural, per- sonal and social development of young people: Summary report of a re- search study undertaken for the International Student Travel Confedera- tion. Amsterdam: The World Youth Student & Educational (WYSE) Travel Confederation. Survey%20Report.pdf

Samira B. H. & Alireza N. E. (2011). Digital economy and tourism im- pacts, influences and challenges. Procedia Social and Behavioral Sciences 19 (2011) 308–316

Shih, H.P. (2004). An empirical study on predicting user acceptance of e-shopping on the web. Information & Management, 41(93), 351-368.

Sun, S., Fong, L.H.N., Law, R., Luk, C.(2016). An investigation of gen- Y’s online hotel information search: the case of Hong Kong. Asia Pacific Journal of Tourism Research, 21(4):443-456.

Tan, G.W., & Wei, K.K. (2006). An Empirical Study of Web Browsing Behaviour: Towards An Effective Website Design. Electronic Commerce Research and Applications, 5, 261-271

Text 100 (2012). Study reveals consumers’ top vacation motivations and influences. ogy-preferences-revealed-in-text100- digital-index-travel-tourism/. Ac- cessed 20/11/2015.

Tsiotsou, R., & Ratten, V. (2010). Future research directions in tour- ism marketing. Tourism Intelligence & Planning, 28(4), 533-544. doi:10.1108/02634501011053702.

United Nations Conference on Trade and Development, Electronic Commerce and Tourism (UNCTAD) Report. (2000). Retrieved March 1, 2009, from UNWTO World Tourism Barometer (2009). Interim Update, September 2009.

UNWTO (2011) Technology in Tourism, Vol. 1. AM Reports available at ume1_techtourism_eng.pdf

Vi, T. T. T., Ngoc, V. N. P., Tu, N. N. & Huong, H.D. (2017). An Impact of Social Media and Online Travel Information Search in Vietnam. Global Review of Research in Tourism, Hospitality and Leisure Management An Online International Research Journal. 1. 415-416. ISSN: 2311-3189 World Tourism Organisation (WTO). (1999). Marketing tourism destina- tion online. Retrieved March 1, 2005, from–tourism. org.

Yu, W. (2018). Online Purchase Intention Based on TAM and IAM: A Lit- erature Review. International Journal of e-Education, e-Business, e-Man- agement and e-Learning. 8 (2). doi: 10.17706/ijeeee.2018.8.2.66-73

Cómo citar
Hanim Tahir, I., & Osman, S. (2019). The Impact Of Web Attributes On Millennial Travelling Decision. Opción, 35, 902-922. Recuperado a partir de