E-commerce reshaping travel purchase behavior

Abstract

This research examined how e-commerce reshapes travel purchasing behavior among Filipino travelers by exploring the direct, mediating, and moderating roles of important digital variables. It used a quantitative descriptive-correlational design with a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The data were gathered using an online survey among 400 Filipino travelers from Luzon, Visayas, and Mindanao who had recent travel experiences. The results showed moderate to high engagement with online travel websites, especially in keyword search, social media, and UI/UX usability, alongside ongoing privacy and digital trust concerns. Keyword search, UI/UX design, and social media influence are important determinants of buying behavior, a strong predictor of purchase intention. Digital trust and social media influence directly affect purchase intention, whereas privacy concerns have no significant effect, and buying behavior mediates several relationships. Generational variations do not significantly moderate key paths. The model shows acceptable fit, strong explanatory power, and predictive relevance.