Abstract

With the rapid penetration of Internet in India and the increasing usage of the Internet for commercial purposes makes it imperative to understand and identify the factors which affects the attitude of consumers towards the adoption of Internet as an alternate channel for online reservations in case of Indian online travel industry. In this study we have identified perceived usefulness and playfulness as the significant predictors of consumers’ attitude towards using the Internet as an alternate channel for online reservation. We also found that novelty seeking and anxiety are not the significant predictors of attitude. These findings have implications for the online travel agents primarily because research has shown that a positive attitude leads to behavioural intention and hence behavioural action i.e. purchases (online transactions).

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