Author(s): Abdel Fattah Mahmoud Al-Azzam, Atalla Fahed Alserhan
The main objective of this research is to evaluate the factors affecting the purchase intention of young consumers’ travel products in Jordan. Five factors (namely Perceived Usefulness, Perceived Ease of Use, Price, Trust, and Website Design Quality) were tested. Development of Planned Behavior Theory (TPB) and Technology Acceptance Model (TAM) were used as basic theories. The proposed model was empirically evaluated using data collected from an online consumers’ survey in the city of Irbid. We have surveyed people with online purchase experience. There were 400 chosen consumers qualified for data processing. The gathered data were analyzed through a process ranging from scale reliability, correlation analysis and multiple regression analysis. The results were analyzed using SPSS to test the hypotheses. According to the research, results show that consumers’ purchase intentions online are positively influenced by Perceived Usefulness, Perceived Ease of Use, Price, Trust, and Website Design Quality. Finally, the results of this study showed that managers and retailers were able to use cash payment methods and design their websites with a user-friendly interface to enhance consumers ’online purchase intentions. Government is also recommended to comply with the legal system to reduce consumer perceptions of financial risk.