Online Travel Agencies in China: The Impact of Online Reviews, Trust, Perceived Risk, Perceived Ease of Use, Perceived Usefulness and Perceived Enjoyment on Purchase Intention

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Hanxin Zhang
Rosechongporn Komolsevin
Ratanasuda Punnahitanond
Pacharaporn Kesaprakorn


The purpose of this study is to better understand online consumer behavior by analyzing consumers’ motivations and intentions leading to the purchase of hotel rooms through online travel agency (OTA). In particular, this paper seeks to demonstrate the impact levels of the following independent variables: electronic word-of-mouth (eWOM) (in the form of online reviews, or ORs), perceived risk (PR), trust (TR), perceived ease of use (PEOU), perceived usefulness (PU), and perceived enjoyment (PE), on purchase intention (PI) or hotel room booking as the dependent variable. Quantitative research methods and Structural Equation Modeling were applied in order to construct a conceptual model into which survey data collected from 334 respondents in China were input. The results indicated that all of the independent variables could have significant impacts on online travel agency customers’ purchase intentions, and that consumers’ attitudes and perceptions were critical factors affecting the motivation, which in turn affected these tourists’ decision-making towards online hotel booking transactions.


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