Determinants Factor of Accommodation Online Buying through Online Travel Agent (OTA)

Aditia Sovia Pramudita, M. Ardhya Bisma, Darfial Guslan


The objective of this research is to identifying the determinants factor of online shopping behavior in accommodation buying to increase purchase intention and the actual buying in the hospitality sector. The hospitality  industry in Indonesia is growing along with the growth of the tourism industry. Since ICT is developed in Indonesia, the behavior of the traveller changed. Online Travel Agent (OTA) and Accommodation Network Orchestrator (ANO) are emerging to fill consumer wants and needs in the way of accommodation buying. Technology Acceptance Model (TAM) is used as an approach to defining the determinants factor of online shopping behavior in accommodation buying. This research used the questionnaire to get primary data which is distributed to 358 respondents. The statistical tools used were Structural Equation Model-Partial Least Square (SEM-PLS). The result showed that all of the variables (perceived ease of use, perceived usefulness, perceived risk, perceived cost) were a significant and positive impact to purchase intention and actual use in online accommodation buying behavior.


Technology Acceptance Model; Online Distribution Channel; SEM-PLS; Consumer Behavior

Full Text:



Ahmad, S., & Afthanorhan, W. M. A. B. W. (2014). The Importance-Performance Matrıx Analysıs In Partıal Least Square Structural Equatıon Modelıng ( PLS-SEM ). International Journal of Mathematical Research, 3(April), 1–14.

Alalwan, A. A., Baabdullah, A., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining Adoption of Mobile Internet in Saudi Arabia: Extending TAM with Perceived Enjoyment, Innovativeness and Trust. Technology in Society.

Ariff, M. S. M., Yan, N. S., Zakuan, N., Bahari, A. Z., & Jusoh, A. (2013). Web-based Factors Affecting Online Purchasing Behaviour. IOP Conf. Series: Materials Science and Engineering, 46.

Asosiasi Penyelenggara Jasa Internet Indonesia. (2018). Penetrasi & profil perilaku pengguna internet indonesia.

Badan Koordinasi Penanaman Modal. (2018). Kepala BKPM: Investor Minati Sektor Pariwisata RI. Retrieved from

Badan Pusat Statisik. (2018). Bandung Municipality in Figures. Retrieved from

Badan Pusat Statisik. (2019). Pariwisata dalam Angka. Retrieved from

Bagozzi, R. P. (2007). The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift. Journal of the Association for Information Systems, 8(4).

Berita Satu. (2016). Industri Perhotelan Dukung Kemajuan Sektor Pariwisata. Retrieved from

Bisma, M. A., & Pramudita, A. S. (2019). Analisa Minat Pembelian Online Konsumen Pada Saluran Distribusi Digital Marketplace Online di Kota Bandung. Competitive, 14(2), 36–44.

Broekhuizen, T. L. J. (2017). Understanding Channel Purchase Intentions : Measuring Online and Offline Shopping Value Perceptions University of Groningen Understanding channel purchase intentions.

Camilleri, M. (2018). The Tourism Industry : An Overview.

Chiou, J.-S., & Pan, L.-Y. (2009). Antecedents of Internet Retailing Loyalty : Differences Between Heavy Versus Light Shoppers. J Bus Psychol, (24), 327–339.

Choudhury, D., & Dey, A. (2014). Online Shopping Attitude among the Youth : A study on University Students. International Journal of Entrepreneurship and Development Studies, 2(1).

Chuttur, M. (2009). Overview of the technology acceptance model: Origins, developments and future directions. Working Papers on Information Systems, 9–37.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.

Delafrooz, N., Paim, L. H., & Khatibi, A. (2010). Students ’ Online Shopping Behavior : An Empirical Study. Journal of American Science, 6(1), 137–147.

Dutot, V., Bhatiasevi, V., & Bellallahom, N. (2019). Journal of High Technology Management Research Applying the technology acceptance model in a three-countries study of smartwatch adoption. Journal of High Technology Management Research, 30(1), 1–14.

Hair, J. F., Ringle, C. M., Sarstedt, M., Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM : Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 12(2), 139–151.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. J. of the Acad. Mark. Sci, 43, 115–135.

Heric, M., Polanc, G., & Ovc, B. (2015). Computers in Human Behavior Factors impacting the acceptance of mobile data services – A systematic literature review. Computer in Human Behavior, 53, 24–47.

Hills, J. R., & Cairncross, G. (2011). How small regional accommodation providers view and respond to online intermediaries, (June 2018).

Hsieh, J., & Liao, P. (2011). Antecedents And Moderators Of Onlıne Shoppıng Behavıor In Undergraduate Students. Socıal Behavıor And Personalıty, 39(9), 1271–1280.

Kian, T. P., Boon, G. H., Fong, S. W. L., & Ai, Y. J. (2017). Factors That Influence the Consumer Purchase Intention in Social Media Websites. International Journal of Supply Chain Management, 6(4), 208–214.

Kim, H., & Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376–390.

Kim, J., Franklin, D., Phillips, M., & Hwang, E. (2019). Online Travel Agency Price Presentation : Examining the Influence of Price Online Travel Agency Price. Journal of Travel Research, (July), 1–18.

King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information & Management, 43, 740–755.

Kotler, P., & Keller, K. L. (2012). Marketing Management (Global Edi). London: Pearson Education Limited 2012.

Li, N., & Zhang, P. (2002). Consumer Onlıne Shoppıng Attıtudes And Behavıor: An Assessment Of Research. Eighth Americas Conference on Information Systems, (September).

Li, R., Chung, T. L. D., & Fiore, A. M. (2017). Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study. Journal of Retailing and Consumer Services, 34, 19–29. doi:10.1016/j. jretconser.2016.09.003

Morris, M. G., & Dillon, A. (1997). Paper accepted for publication in : IEEE Transactions on Software Engineering . The Influence of User Perceptions on Software Utilization : Application and Evaluation of a Theoretical Model of Technology Acceptance. IEEE Transactions on Software Engineerin, 14(4).

Muda, M., Mohd, R., & Hassan, S. (2016). Online Purchase Behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37(16), 292–298.

Ofori, D., & Appiah-nimo, C. (2019). Cogent Business & Management Determinants of online shopping among tertiary students in Ghana : An extended technology acceptance model Determinants of online shopping among tertiary students in Ghana : An extended technology acceptance model. Cogent Business & Management, 6(1).

Pramudita, A. S. (2018). Formulasi Model Bisnis Hostel di Bandung dengan Pendekatan Value Chain dan Business Model Canvas ( Studi Kasus : Pinisi Backpacker ), II(1), 32–38.

Pramudita, A. S., Yanuar, A., & Hilman, T. (2019). Busıness Model Formulatıon For E-Newspaper In Indonesıa ( Case Study : Pıkıran Rakyat ). Jurnal Bisnis Dan Manajemen, 20(1), 15–31.

Pramudita, A.S., Bisma, M.A., Guslan, D. (2020). The Distribution Channel Preferences in Purchase Decision-Making of Backpacker Hostel Customers.

Priyanka, G. P., & Ramya, K. (2016). Usage of Online Shopping among College Students. Imperial Journal of Interdisciplinary Research (IJIR), 2(8), 574–578.

Sanakulov, N., & Karjaluoto, H. (2015). Consumer adoption of mobile technologies : A literature review This is an electronic reprint of the original article . This reprint may differ from the original in pagination and typographic detail . International Journal of Mobile Communications, 13(3), 244–275.

Shuhaiber, A., & Mashal, I. (2019). Technology in Society Understanding users ’ acceptance of smart homes. Technology in Society, 58.

Sugiyono. (2010). Metodologi Penelitian Pendidikan (Pendidikan Kualitatif, Kuantitatif, dan R&D). Bandung: Alfabeta.

Venkatesh, V., Davis, F. D., Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model : Four Longitudinal Field Studies. Management Science, 46(2), 185–204.

Vlek, C., & Stallen, P.-J. (1980). Ratıonal And Personal Aspects Of Rısk * Charles Vlek. Acta Psychologica, 45, 273–300.

Wu, J., & Wang, S. (2005). What drives mobile commerce ? An empirical evaluation of the revised technology acceptance model. Information & Management, 42, 719–729.

Wu, L., Chen, K., Chen, P., & Cheng, S. (2014). Perceived value , transaction cost , and repurchase-intention in online shopping : A relational exchange perspective. Journal of Business Research, 67(1), 2768–2776.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.