Corresponding Author

Allan Chia

Document Type

Work in Progress


There is an increasing trend where travellers are making most of their travel purchases through online channels. More and more travellers use online travel agencies for their travel purchases. While this is popular among the millennial generation, it would be interesting to study how the baby boomer generation has been influenced by this trend. This paper is a preliminary study based on Azjen’s theory of planned behaviour. It provides a comprehensive review of the literature on the theory in relation to purchase behaviour involving online shopping. It examines how attitudes, subjective norms, and perceived behavioural control can be used to understand and explain behavioural intention, which can predict actual behaviour in the context of baby boomers using online travel agencies. This study provides some valuable insights and serves as the initial part of further research on identifying the possible factors affecting baby boomers in Singapore purchasing travel products and services via online travel agencies.