The tendency of consumers to use online travel agencies from the perspective of the valence framework : the role of openness to change and compatibility

Using the valence framework, this study examined the effect of perceived benefit (utilitarian value and convenience) and perceived risk (privacy & security barrier and usage constraints) to purchase intention of consumers towards online travel agencies (OTAs). Furthermore, the impacts of personality traits (openness to change and compatibility) to perceived benefit, perceived risk, and purchase intention of consumers towards OTAs are also put under consideration. A research sample, including 494 observations from 18 years old and above who have used OTAs, was collected and used in empirical analyzing, the partial least squares structural equation modelling (PLS-SEM) is a suitable choice for assessing the validation of measurement model and construct model. The results of this study indicate that, being consistent to the valence framework, perceived benefit and perceived risk significantly affect purchase intention towards OTAs. Additionally, openness to change and compatibility has positive influence on perceived benefits and negative influence on perceived risk. Openness to chance is also proven to positively impact OTAs purchase intentions. Based on these findings and their implications, OTAs providers and tourism enterprises could plan suitable strategies for attracting customers.