African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The influence of predictors on travel web site adoption among Malaysian travellers

Norzalita Abd Aziz1 Ghazali Musa1* and Ainin Sulaiman1
Faculty of Business and Accountancy, University of Malaya, Malaysia.
Email: [email protected]

  •  Accepted: 13 August 2010
  •  Published: 31 December 2010



A research framework of travel web site acceptance was developed based ontechnology acceptance model and theory of reasoned action. This study examined the influences of web site effectiveness characteristics, social factors and Internet self-efficacy on future intention to use travel web sites. From a multistage cluster sampling among employees in selected organizations in the Malaysian Klang valley, a total of 679 questionnaires were returned and analyzed. The results revealed significant influences of web site effectiveness characteristics and social factors on future intention to use travel web sites. Internet self-efficacy moderated negatively the influence of technical adequacy and system quality on future intention to use travel web sites. The paper highlights its theoretical, marketing and managerial implications.


Key words: Social factor, web site effectiveness characteristics, intention to use, Internet self-efficacy.