Quantitative analysis reveals that perceived ease of use and usefulness significantly affect switching intention among OTA users, highlighting critical factors for service retention.
Technology and the internet have brought substantial changes to the tourism industry, particularly through online travel agents (OTAs). One of the major challenges faced by OTA is the phenomenon of "switching intention," where consumers tend to move from one service provider to another. This behavior may result in customer loss and a decline in profits. The objective of this study is to analyze the influence of perceived ease of use and perceived usefulness on switching intention among OTA users. A quantitative research method was employed, using a descriptive and verification approach through an explanatory survey. Primary data were collected from 107 respondents who were Traveloka users. The data were analyzed using multiple linear regression. The findings reveal that both perceived ease of use and perceived usefulness hLS
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Saputra et al. (2025) studied this question.