Should we or should we not? Examining travelers' perceived privacy, perceived security and actual behavior in online travel purchases

Abstract

The purpose of this study is to examine travelers’ actual behavior with regard to an online travel purchase by extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) with two new variables, i.e. perceived privacy and perceived security. The study implements a quantitative research design and developed an e-questionnaire. Data was collected from 485 travelers via online platform (Amazon M-Turk). To empirically validate the proposed model and test the inter-relationships between the variables, we performed the SEM analysis on the data. The study findings reveal that facilitating conditions, habit and purchase intention act as significant predictors of travelers’ actual behavior toward online travel purchase. The result also shows that perceived privacy does not impact travelers’ purchase intention while, experience positively moderates the relationship between purchase intention and actual purchase. This study chooses an under explored area and examines the influence of perceived security and perceived privacy in the context of online travel purchase. Further, this study is the leading scholarly work which examines the moderating role of experience between travelers’ purchase intention and actual purchase in tourism context.

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