IMPACT OF DESIGN, INFORMATION AND USEFULNESS OF TRAVEL WEBSITE ON TRAVEL PURCHASE INTENTION

Abstract

This study explores the impact of design, information, and usefulness of travel websites on travel purchase intention. Utilizing a quantitative research design, data from 177 respondents were collected via a structured questionnaire administered through Google Forms. Regression analysis revealed that design, information, and usefulness significantly and positively influenced travel purchase intention (p < .001), with each predictor variable exhibiting a substantial effect on travel purchase decisions (design: β = .748, information: β = .749, usefulness: β = .753). These findings corroborate existing research emphasizing the importance of website design, information quality, and usefulness in shaping consumer purchase intention in the online travel domain. For instance, Kim & Lennon, (2008) found that visually appealing design positively influences purchase intention, while Ruiz Mafé & Sanz Blas, (2006) demonstrated the significant impact of informative content on purchase intention, aligning with the positive coefficients observed in this study.