The study of consumer's comprehension towards online travel agency application in Malaysia

Mohamad Rahimi, Siti Noor Dalilah (2019) The study of consumer's comprehension towards online travel agency application in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The development rapidly towards mobile commerce, online travel agency was experiencing a rapidly growth. The aim of this study was to analyse factors affecting consumer’s comprehension towards online travel agency application in Malaysia context. However how to promote more effectively is a problem urgent to solve. This study to make some contribution to consumer’s comprehension towards online travel agency application. This research were developed some hypothesis and based on four “technology acceptance model” (TAM) models were purposed a research model about consumer’s comprehension of online travel agency application. Perceived Usefulness, Perceived Ease of Use, Social Influence and User Satisfaction were included in the model. Questionnaire survey was conducted in Malaysia through the internet and social media platform. Results shows that perceived usefulness, perceived ease of use and user satisfaction had a positive influenced on consumer’s comprehension towards online travel agency application. Furthermore, the effects of perceived ease of use on consumer’s comprehension towards online travel agency application was significantly greater.

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