Abstract
AbstractThe fsQCA (fuzzy set Qualitative Comparative Analysis) method was used in this paper to examine consumer buying behavior through OTAs (Online travel Agencies). The main purpose of this study is to determine the necessary conditions and combinations of conditions that drive high levels of purchase intention and purchase behavior of travel via the OTAs. Using an empirical study of 374 consumers, we have identified the necessary conditions and configurations that influence consumer buying behavior through OTAs. The findings indicated the critical role of attitude, perceived relative benefits, communicability, and personal innovation in ensuring purchase intention and behavior among OTAs. Further, the results showed that purchase intention is a necessary condition for travel purchase behavior from OTAs.KeywordsPurchase Behavior (PB)Purchase Intention (PUI)Fuzzy Set Qualitative Comparative Analysis (fsQCA)
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