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Redrawing the future of travel agent: examining the existence of online travel agents among young consumers

机译：重新绘制旅行社的未来：检查年轻消费者中的在线旅行社的存在

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Over the past decade, the rapid development of the internet has changed the business scope of many industrial sectors, including the tourism sector. The existence of the internet eases young travelers to choose tourist destinations, accommodation, and transportation that are used through Online Travel Agents (OTAs). Trust and price factors are two important things that are often taken into consideration by young consumers in evaluating purchases through OTA. Using survey techniques, this study aims to examine the factors that influence the purchase intention of young consumers toward OTA. Research data obtained from 256 teenage respondents and then processed using Structural Equation Modeling (SEM). The results of the analysis show that the purchase intention of young consumers towards OTA is influenced by perceived trust and perceived price through mediating perceived value of consumers. The level of consumer perception towards prices and trust in the OTA does not directly affect the consumer purchase intention.
机译：在过去十年中，互联网的快速发展已经改变了许多工业部门的业务范围，包括旅游部门。互联网的存在缓解了年轻的旅行者选择通过在线旅行社（OTAS）使用的旅游目的地，住宿和运输。信任和价格因素是年轻消费者通过OTA评估购买时的两个重要事项。本研究旨在研究影响年轻消费者对OTA的购买意图的因素。从256个少年受访者获得的研究数据，然后使用结构方程模型（SEM）处理。分析结果表明，通过调解消费者的感知价值，年轻消费者对OTA的购买意图受到信任和感知价格的影响。在OTA中对价格和信任的消费者的看法并不直接影响消费者购买意图。

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