Assessing Use Acceptance and Satisfaction Toward Online Travel Agencies

The results of this study found that customers’ attitudes towards online travel agencies significantly impact the level of e-satisfaction, and the findings contribute to the development of the uses and gratification theory by applying it to users' attitudes towardOnline travel agencies.

Abstract

This article first considers what factors affect ease of use and usefulness and then how ease of use and usefulness affect attitudes toward online travel agencies and customer satisfaction. This study applied classification of different user groups based on their degree of involvement to measure different levels of perceived ease of use and usefulness. The results of this study found that customers' attitudes towards online travel agencies significantly impact the level of e-satisfaction. The findings of the study contribute to the development of the uses and gratification theory by applying it to users' attitudes toward online travel agencies. Further, this study provides implications and offers suggestions to e-businesses dealing with travel agencies.