Stimulus-Organism-Response Mechanism in Predicting Continuous Usage Intentions toward Digital Travel Platforms

The Digital Travel Platforms are considered an essential component of the traveler’s journey from planning to booking a room or airlines tickets on the platform. With the Digital Travel Platforms industry experiencing significant growth, this study will examine how key determinants and perceived value influence customers’ decisions to continue using these platforms. This research employs a structured questionnaire of age: 20-50+ regarding the selection of Digital Travel Platforms for hotel bookings, focusing on Agoda and Booking. Undefined Closed questions help to get accurate and non-biased data. The study found no significant link between Information Quality and Perceived Value, contradicting prior research. Key factors influencing continuous usage of Digital Travel Platforms include perceived interactivity, security, privacy, price, promotion, and e-WOM, with nuanced effects on behavioral intentions and purchase decisions. The methodological approach taken in this paper enables researchers and practitioners to examine key factors like information quality, website interactivity, safety, pricing, and online reviews. The research aims to uncover how these elements influence customers’ ongoing use of Digital Travel Platforms. It also introduces the idea that perceived value plays a crucial role in whether customers decide to keep using the platform.