Customer Acceptance of Online Travel Agents in Indonesia.

This research aims to reveal factors that influence the acceptance of digital marketplace on travel in Indonesia. A modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) was employed as the framework for the study to derive factors that influence the acceptance of digital marketplace on travel by Indonesian consumers/travelers. The results from hypothesis testing indicate that performance expectancy and trust positively influence customer acceptance through behavioral intention. Interestingly, we find that facilitating conditions positively influence both performance expectancy and trust in the context of customer acceptance of online travel agents in Indonesia. [ABSTRACT FROM AUTHOR]