Does Consumers' Intention to Purchase Travel Online Differ Across Generations? Empirical Evidence from Australia

Abstract

This paper examines the differences in consumers' intention to purchase travel online across Millennials and Baby Boomers. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) is extended by including attitude, compatibility, innovativeness, perceived trust, and perceived risk variables. Data is collected using online questionnaires from Millennials (N=322) and Baby Boomers (N=318) in Australia. Overall, the empirical results revealed that factors affecting Australian consumers' intention to purchase travel online differ across generations. This study contributes to the literature by extending and testing the comprehensive research model to understand consumers' online travel purchase behaviour better.