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Examining the Usage Intention of Customers to Use Mobile Applications of Online Travel Agencies
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Table of Contents
Part 1 Introduction
Introduction——————————————————————————————- 5
Purpose of Study————————————————————————————- 6
Justification——————————————————————————————- 8
Hypothesis——————————————————————————————– 9
Definition of Key Terms ————————————————————————- 10
Part 2 Literature Review and Research Method
Information Quality——————————————————————————– 10
System Quality ————————————————————————————- 12
Service Quality ———————————————————————————— 14
Attitude———————————————————————————————- 16
Intention——————————————————————————————— 17
Methodology—————————————————————————————- 18
Data Collection————————————————————————————- 18
Sample———————————————————————————————– 18
Survey Instruments——————————————————————————– 19
Data Analysis————————————————————————————— 21
Part 3 Analysis and Results
Introduction—————————————————————————————– 21
Demographic Profile of the Respondents——————————————————- 22
Descriptive Analysis——————————————————————————- 24
Hypothesis Testing——————————————————————————— 27
Data Analysis T-test & ANOVA—————————————————————- 29
Conclusion—————————————————————————————— 33
Summary of Findings—————————————————————————— 33
Hypothesis Testing Discussion——————————————————————- 34
Conclusion —————————————————————————————– 36
Implications—————————————————————————————– 37
Limitations and Recommendations for Future Research————————————- 39
References——————————————————————————————- 41
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Abstract
The number of smartphone users in the US has greatly increased with 64% of American adults owning a smartphone by the year 2014 (Smith, 2015). Thus, the usage of mobile applications (mobile apps) has grown. In terms of using mobile apps for travel purposes, travelers can use mobile apps to reserve tables in restaurants, book hotel rooms, and rent cars.  Nowadays, many Online Travel Agencies (OTAs) offer mobile apps and travelers can compare the prices offered by all the OTAs before they purchase any service. The OTAs’ mobile apps are very competitive since there are many mobile apps of OTAs such as Kayak, Hotels.com, Booking.com, Expedia and etc. The purpose of this study was to understand the users’ attitude toward mobile travel apps and their intention to continue to use mobile apps for travel purposes.
 
 
 
 
 
 
 
 
 
 
 
 
PART I
Introduction
Introduction
Mobile Applications (mobile apps) are widely used in the United States today. The number of smartphone users in the US alone has greatly increased with 64% of American adults owning a smartphone by year 2014 (Smith, 2015). According to Taylor (2014), Americans spend 162 minutes (almost 3 hours) on their mobile devices per day, mostly with their mobile apps. These mobile apps have encroached on almost every aspect, subject, or sector that is applicable to our society today.
Almost 40% of smartphone users are using mobile apps for all of their needs while traveling (Durgahee, 2012). According to Durgahee (2012), mobile apps have become indispensable to travelers, since smartphone users can use the mobile apps in their smartphones for almost everything related to their travel. For instance, travelers can book hotel rooms, reserve tables in restaurants, or rent cars by using mobile apps on their smartphones.
Responding to the rising numbers of travelers booking their travel related services via the mobile apps, many Online Travel Agencies (OTA) offer their services via mobile apps, such as Kayak, Orbitz, Booking.com, and Hotels.com. OTAs have 15% of total hotel sales in the U.S. with around $19 billion of gross bookings and are expected to grow 5-6% over the next two years (Schmidt, 2015). OTAs customer segments span across business, leisure, and group. OTA websites play multiple roles, acting as marketing engines, booking engines, and search engines, as well as existing as an execution platform for customers (Schmidt, 2015).
The global leaders in this space clued: Priceline and Expedia, which individually sell more than 22 million and 12 million hotel room nights per month, respectively. The world’s largest travel review platform, TripAdvisor receives 315 million monthly unique visitors on its website. The U.S. online travel market is growing at the slowest pace compared to other economies such as Europe, Latin America and Asia-Pacific. Nevertheless, estimated revenues of $157 billion in 2013, it remains the biggest market in terms of online travel sales and is expected to maintain its lead for at least the next few years (Schmidt, 2015). Moreover, according to the Global Business Travel Association in 2016 there will be 3.7% more travellers than in 2013, which means that the market is increasing and now it becomes much more important to be a leading OTA company in the extremely competitive industry (Schmidt, 2015). As the usage of OTAs’ mobile apps increases, the competition among the OTAs grows; it is imperative for the OTAs to evaluate the user’s attitude and intention to keep using OTAs’ mobile apps. Previous studies investigating users’ attitude and repeat usage intention in the electronic or cyber platforms have commonly applied the following three factors: information quality, system quality, and service quality (Liu & Arnett, 2000; Liang & Chen, 2009; Colla & Lapoule, 2012; Cheng & Barnes, 2009; Dumitriu, 2012).
Corresponding to the academic research, these three factors are also widely discussed among the OTAs’ mobile apps users in social media platforms. For instance, based on the author’s content analysis on 30 customers’ comments posted on consumersaffairs.com, 18 of them complained about the inferior information quality that the OTAs mobile apps are not reliable due to the inaccurate pricing or outdated information about the hotels’ facilities and accommodations. In addition, 15 of them complained about the inferior system quality, which made the navigation difficult and time consuming. Furthermore, during author’s another pilot study applying the critical incident technique, 11 out of 18 participants voiced their frustration on the OTAs’ mobile apps service quality with inflexibility to customers’ request and untimely notifications.
Thus, the purpose of this study is to evaluate whether information quality, system quality, and service quality of OTAs’ mobile apps influence customers’ attitude and usage intention.
The results of this study will help OTAs to have a better understanding of their current users’ perceptions toward information quality, system quality, and service quality of their mobile apps and also their customers’ attitude and usage intentions.
Purpose of Study
OTAs are competitive, and users can quit using one travel app and choose others. It is important for the OTAs to understand their customers’ attitude and usage intention.  The frustrations concerning the information quality, system quality, and service quality of the OTAs’ mobile apps have been widely discussed in various social media platforms. Thus, the purpose of this study is to examine the relationship between users’ perception of information quality, system quality, and service quality of OTAs’ mobile apps and their attitudes and usage intentions.
The information quality is assessed by the accuracy, completeness, and relevancy of the information provided by the OTA (Liu & Arnett, 2000). For example, when a traveler books a hotel room and mobile application shows that Wi-Fi internet has been included into total price, but after arrival the traveler was told that he has to pay an additional fee to get an access to the wireless internet.
System quality refers to the ease and speed of applying the mobile apps (Liu & Arnett, 2000). Many users complain that OTAs’ mobile apps’ excessive ads pop-ups are disappointing and time consuming because they perceive that OTAs know what customers are looking for and thus OTAs’ mobile apps should be faster and easier than other methods (Rooney & Ben, 2011).
Service quality refers to the level of responsiveness, assurance, reliability, empathy, and follow-up service provided by OTAs mobile apps (Liu & Arnett, 2000). In the digital era, customers expect to receive answers to their questions instantly. In addition, customers also demand the electronic channel to be empathetic to their problems and follow up with problem solving (Lorin & Frances, 2002).
            Poslad (2011) defines attitude as an expression of favor or disfavor toward a person, place, thing, or event. Intention can be described according to Sigala, Mich and Murphy (2007) as a move or an idea that is planned or aimed for by an individual. Based on the previous discussion, it is reasonable to assume that when customers perceive the OTAs mobile apps as reliable and the navigation is easy, the customers will generate favorable attitude toward the OTAs and the usage intention will be increased.
 
 
                 
 
 
Justification
The purpose of this study is to evaluate whether information quality, system quality, and service quality of OTAs’ mobile apps influence customers’ attitude and usage intention.
The results of this study will contribute to the academic field as well as development of OTAs’ mobile apps. First, since there is a lack of research on the OTAs’ mobile apps’ information quality, system quality, and service quality, the result of this study could be a good resource for future research by bringing new knowledge to help academics to understand and appraise travelers’ perceptions of OTAs’ mobile apps in terms of these three aspects of quality.  In terms of information quality the results of this study can provide the OTAs’ mobile apps operators’ knowledge about how customers perceive completeness, accuracy, and relevancy of the information provided by their mobile apps. In terms of system quality, the operators will also have a better understanding of customers’ evaluations of the level of difficulty and speed in terms of navigation. Moreover, OTAs’ mobile apps developers can benefit from the results of this study to have a better understanding on users’ perceptions on its service quality. Ultimately, based on the results of this study, suggestions will be provided to help the OTAs’ managers and developers to foster customers’ favorable attitude toward the OTAs’ mobile apps and also increase the likelihood of their usage intention.
Hypothesis
H1o: The information quality of OTAs’ mobile apps will not influence users’ attitude toward the OTAs’ mobile apps.
H1a: The information quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps.
H2o: System quality of OTAs’ mobile apps will not influence users’ attitude toward the OTAs’ mobile apps.
H2a: System quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps.
H3o: Service quality of OTAs’ mobile apps will not influence users’ attitude toward the OTAs’ mobile apps.
H3a: Service quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps.
H4o: Attitude of users toward OTAs’ mobile apps will not influence users’ intention to use OTAs’ mobile apps.
H4a: Attitude of users toward OTAs’ mobile apps will influence users’ intention to use OTAs’ mobile apps
Definition of key terms

Information quality is assessed by the accuracy, completeness, and relevancy of the information provided by the OTA (Liu & Arnett, 2000).
System quality refers to the ease and speed of applying the mobile apps (Liu & Arnett, 2000).
Service quality refers to the level of responsiveness, assurance, reliability, empathy, and follow-up service provided by OTAs’ mobile apps (Liu & Arnett, 2000).
Attitude is an expression of favor or disfavor toward a person, place, thing, product, or service (Poslad 2011).
Intention is the plan that a person follows to achieve the goal. Intention is the desire of somebody that he or she plans to follow (Poslad, 2011).

Part II
Literature Review
Information Quality
The completeness, accuracy, and relevancy of the information provided by OTAs’ mobile apps are the crucial criteria for information quality (Liu & Arnett, 2000; Hongjiang & Koronios, 2005). Moreover, previous research emphasized the importance of newly updated information on mobile apps (Hingjiang & Koronios, 2005). Peterson and Merino (2003), mentioned that by updating information, customers should be brought to up to date information.
Customers need complete, all-inclusive, and explicit information to make their decisions. Customers’ decisions will be impacted if OTAs mobile apps information is partial or implicit. The prime example for the incomplete or implicit information happens when OTAs mobile apps fail to reveal additional or extra fees. Sometimes, the prices displayed in OTAs’ mobile apps could be sketchy because when it presents as a total price, but later, consumers realize that in addition to total price that has been displayed, there are additional fees, such as service fee, state tax, or federal tax. Then, customers might demand an explanation from the OTAs for such a disappointing situation (Farr and Shatkin, 2009). After such an incident happened, it will probably be difficult to get consumers back to use the services of that OTA because such an incident can create a negative attitude toward mobile travel application (Farr and Shatkin, 2009).
In addition, accuracy of the information plays a major role in customers’ decision making (Mouzhi & Markus, 2013). When the information about the hotels’ facility frustrated customers and services are inaccurate or outdated, customers will get frustrated. For instance, when a customer books a hotel room, the information on the OTAs’ mobile apps describes the hotel provides free WI-FI, but when the customer checks into the hotel, she or he find out that he or she has to pay an additional fee for the wireless network. Moreover, it also been witnessed that when hotels renovate their properties and the OTAs fail to update the information. For instance, based on the OTAs’ mobile apps information, a particular hotel has a swimming pool, but the swimming pool has been closed for two years but the OTA simply did not update their description of the hotel. In addition, the inconsistency in prices provided by OTAs mobile apps is also a common concern for the customers. Customers complained that the inconsistent information given to the clientele making OTAs as unreliable source of information (Bidgoli, 2008). An inconsistency of information on prices can cause the app to be considered unreliable (Bidgoli, 2008). Inconsistency has been noted between OTAs’ mobile apps and the hotels’ mobile apps affecting its reliability. For instance, the prices of the rooms provided by OTAs can be higher than what the hotels offer. It is always important for the customers to get reliable information for better decision-making. Thus, to remain reliable and competitive, the online agencies should source reliable and provide consistent information.
Providing relevant information to the customers is the key to the success of the mobile apps because mobile application users expect that mobile apps save them the time of looking up for information on the mobile travel applications (Park & Chen, 2014). For this reason, mobile applications are expected, to deliver the information that their users had requested. For instance, a user is using a travel application and their interest is about history of a certain or specific area the application should provide the information about the area that has been requested, but sometimes applications show different areas. However, this is not always the case as some mobile applications give all the unnecessary and unfiltered information. This not only frustrates the user but also a waste of time for them (Tate & Valle, 2015).
System Quality
System quality refers to the ease and speed of applying the mobile apps (Liu & Arnett, 2000). When the system is not designed properly, navigation issues appear when users of mobile applications find themselves in a difficult situation when trying to get information via mobile apps (Tate & Valle, 2015). Issues such as long launching time, and undesired advertisements pop-ups add the difficulty for users while using OTAs’ mobile apps.
Mobile app system quality is concerned with how easy and intuitive it is for individuals to use and interact with a mobile app in order to quickly and easily accomplish their tasks (Preece, 2001). Mobile apps have been developed for the convenience of customers. It typically is a measure of the quality of a mobile app’s presence, as perceived by users (Agarwal & Venkatesh, 2002; John & Bass, 2001).
Nielson (2009) argued that system quality is one of the most important characteristics of apps; moreover, he added that system quality rules the mobile apps. If a user cannot conveniently use a mobile app to find whatever he or she is looking for, the user will not use it.
Travellers who use mobile apps expect travel applications to be useful, effective, and work fast. Nevertheless, it appears to take long time to launch the mobile apps (Durgahee, 2012). It defeats the reason for preference of mobile applications use by consumers in the first place (Mobile Statistics, 2012). Reductions in perceived waiting time could influence service evaluations positively (Dalleart and Kahn, 1999). Mobile apps users want to spend the time on their vacations rather than waiting for a mobile app to start performing. Travellers who use mobile apps in travel purpose expect mobile apps to work faster and be more effective, thus, it is assumed that speed of OTAs’ mobile apps launching time would have affect on travelers attitude and repeat usage intention.
Another problem related to system quality is that the advertisements keep popping up on the screen while using mobile apps. The process of advertisements on the various mobile application systems can be characterized by additional ads that keep popping up on the mobile apps. The mobile applications in this case might turn out to be difficult to use for the travelers. Travelers need something they can rely on that can direct them to a definite place. Therefore, the situation of having various pop ups can confuse potential consumers to keep using mobile applications. In a survey of U.S. consumers, Bauer and Greyser (1968) identify as the main reasons people criticize advertising the annoyance or irritation it causes, which is believed to lead to a general reduction in attitude toward TV (Aaker and Bruzzone 1985). Advertisements in some mobile apps of OTAs’ have irritated travellers. Travellers assume that mobile apps will be doing tasks as required straightforward to the point that consumer wants. However, according to the pilot studies, on social media popup advertisements was one of the main issues that travellers complaint about. Popup advertisements would have negative affect to consumers’ attitude, which will further affect intention to keep using mobile apps.
Service Quality
Service quality refers to the level of responsiveness, assurance, reliability, empathy, and follow-up service provided by OTAs mobile apps (Liu & Arnett, 2000). In other words service quality depends on how employees assure, being reliable, showing empathy and follow up the provided service. It also refers to how the OTAs mobile apps’ respond to customers’ requests, especially employees’ ability to provide services in a timely manner. For instance, if there is a technical problem affecting the ability of the customer to use the app should be immediately communicated to the customer and efforts made to resolve it as fast as possible. In case the customer has a problem making a booking a motivated team of support staff should assist him or her. Also, with the ever-changing nature of markets and technology, mobile app service quality is a high priority, with academics and practitioners (Fassnacht and Koese, 2006; Collier and Bienstock, 2006).
Additionally, mobile apps of OTAs’ do not just work virtually, in case of some misunderstanding, travellers can call the number displayed on mobile app and talk to a representative of OTA. Serving customers via the phone can be a critical component of service quality for many users of mobile apps of OTAs’. Oschell (2009) suggested that responsiveness requires more than just language skills; knowledge, skills, and perceived motivation all contributed to the ability to communicate effectively with traveller. Some customers will value convenience and speed, while others will value consultation and advice. Some users may be willing to expend considerable time to use the mobile app, while others may be very sensitive to time, but willing to expend money for the service (Parasuraman & Piccoli, 2004).
Two common scenarios related to the quality of service provided by OTAs mobile apps employees. First, untimely and slow to follow-up of the OTAs mobile apps’ employees.  According to the results of the authors’ pilot study, there have been customers who have argued that mobile applications of OTAs cancel a booked hotel room. Consumers made hotel reservations via OTAs’ mobile apps. However, those customers received notifications from the OTAs saying that the existing reservations were cancelled just few days before the arrival date. The only explanation the OTA provided is that those rates are not available anymore and if the customers still want those rooms, they have to pay extra. After this experience, most customers will end up with not using those particular OTA’s mobile apps anymore.
In addition, employees’ responsiveness and willingness to help customers to solve their problems also impact OTAs mobile apps’ service quality (Tate & Valle, 2015).  For instance, when a customer desires to change or cancel his or her reservation and a hotel fails to cancel or change the reservation it should be forwarded to the customer in a timely manner. If a traveler has booked a hotel room via OTA’s mobile app, than OTAs may reassure to solve the problem. If this is lacking, then the customer will perceive OTAs as being unreliable (Bititci, Turner & Begemann, 2000). The OTAs have different agreement with hotels and other hospitality facilities, thus, hotels may refuse to cancel a booked reservation, and on the other hand, because of having different agreement the OTAs may cancel the booked reservation.
Attitude
Attitude is defined as the extent to which a person has a favorable or unfavorable evaluation of the behavior during the decision-making process (Ajzen, 1991). Jusoh and Ling (2012) defined attitude as the sum of beliefs about a behavior after evaluating these beliefs, which is similar to Towler and Shepherd’s (1991/92) definition that attitude is the sum of beliefs about the outcome of the behavior after evaluating these outcomes.  Attitude is the major thing that affects people’s intention and further behavior (Ajzen, 1991).  Also, people’s attitude to mobile applications may be changed because of challenges that they face while using mobile travel applications. Having some navigation issues may affect attitude and further people may refuse to use the mobile applications. Also, factors such as reliability and navigation might influence attitude, and might be factors because of what people will refuse using mobile travel applications.
The impression or attitude developed by a consumer, in this case traveller, is very important as an impression is very critical for the growth and development of the business. Customer service is very important when it comes to attitude developed by a traveller (Park and Kang, 2011). Customer service is important because consumers need to be treated well in order to have a positive attitude toward an agency or mobile app. It is very important for mobile applications to have a professional call representative because consumers may call to make his or her desired purchase (Lee, 2009). While on the phone or during any other virtual interactions consumers may create or decide to have negative or positive attitude toward given agency or mobile app (Lee, 2009). Moreover, if a representative does not have all the required information, a consumer may just quit using services of given mobile application and may decline the offer. The nature of such an act reveals that a traveler has developed a negative impression or attitude toward a mobile application company. One of the important points to have people that have a positive attitude toward a mobile application is displayed information on the various mobile apps (Lee, 2009). Maintaining the required level of professionalism and legibility of provided data is important because people may develop their attitude toward a mobile application by receiving first provided information by a representative or by first displayed information.
Intention
Intention is defined as a person’s intention to perform a given action (Ajzen, 1991). According to Ajzen (1991) intention can be used to predict corresponding behavior provided the person can perform the action voluntarily. Thus, intention might be assumed to capture the motivational factors that influence behavior. It is an indicator to show how a person is willing to act or try to do a planned action (Ajzen, 1991).  Understanding intention is thought to be pivotal in understanding contexts in numerous ways. First, acquiring an understanding of intention is important for development that helps people conceptualize how people differ objects (Park and Kang, 2011). Much of behavior is caused by intentions, and understanding intentions helps to interpret these behaviors. Second, intentions are integral to an understanding of morality. People learn to assign praise or blame based on whether actions of others are intentional (Lee, 2009). Intention is also necessary to understand and predict the plans and future actions of others. Understanding the intentions and motives of others aids in the interpretation of communication, and the achievement of cooperative goals (Ajzen, 1991).
The various aspects of mobile applications, which create the intention of travelers to log into various social platforms and make bookings, might be considered as its competitive ability. Mobile applications have to have an easy access to talk to a representative if a traveler trying to interact because if problems occur than travellers will need some help. Even though, it is a system that has been considered by many travellers as a faster to use, it is fact that there are related problems or challenges that come along its use.
Methodology
In this study, quantitative research method was used. Quantitative research method is explaining phenomena by collecting numerical data, and analyzing the collected data by mathematically based methods.
Sample
The participants were chosen from Times Square in New York City during the last week of March 2016. Monday-Thursday from 10 am to 3:30 pm.
Data Collection
For data collection, convenience sampling was used. Participants were randomly chosen from Times Square in New York City during the last week of March, 2016. In addition, the data was collected by the author and three-trained assistants.
Survey Instruments:
There are three parts of the survey. Part I includes two screening questions that used to filter qualified participants who currently live in the United States and also have used OTAs’ mobile apps. Part II includes 19 questions measuring information quality, system quality, service quality, attitude, and intention. Part III includes questions related to participants’ demographic backgrounds.
Information Quality
The following six are in order to analyze information quality. First three questions have been modified from Liang and Chen’s (2009) study. Additionally, the last three questions were created based on the examples that the author observed from customers’ reviews in different social media platforms, particularly to measure OTAs’ mobile apps information quality:

This OTA’s mobile app offers updated information to the customers.
This OTA’s mobile app offers relevant information to the customers.
This OTA’s mobile app carries a wide selection of hotels to choose from.
This OTA’s mobile app provides accurate total price of hotels.
This OTA’s mobile app provides accurate information about hotels.
The information provided by this OTA’s mobile app is consistent with the information from other sources.

System Quality
The following five are in order to analyze system quality. First three questions have been modified from Liang & Chen (2009) and last two questions were created based on the examples that the author observed from customers’ reviews in different social media platforms, to analyze system quality:

This OTA’s mobile app is a user-friendly app.
Navigation through this OTA’s mobile app is very intuitive.
I can rely on this OTA’s mobile app to make my hotel reservations.
This OTA’s mobile app does not display pop-up undesired ads.
This OTA’s mobile app does not take a long time to launch.

Service Quality
The following three questions have been modified from Liang & Chen (2009) to analyze service quality and one question was created based on the examples that the author observed from customers’ reviews in different social media platforms:

I believe that this OTA’s mobile app takes good care of its customers.
This OTA’s mobile app makes me feel that I am a unique customer.
The employees in this OTA’s mobile app are responsive to any problems that I encounter.
The employees in this OTA’s mobile app are willing to help with any questions I have.

Attitude
The following four questions have been borrowed and modified from Morosan (2010) to analyze attitude:

Using this OTA’s mobile app to book a hotel room is a good idea.
Using this OTA’s mobile app to book a hotel room is a wise idea.
Using this OTA’s mobile app to book a hotel room is a beneficial way.
Using this OTA’s mobile app to book a hotel room is enjoyable.

Intention
The following three questions have been borrowed and modified from Morosan (2010) to analyze intention:

I will use services of this OTA’s mobile app to book a hotel room in the future.
This OTA’s mobile app would be one of my favorite options to make hotel reservations.
I will strongly recommend others to use this OTA’s mobile app to make hotel reservation.

Data Analysis
In this study regression analysis were used in order to evaluate the hypothesis. Also, frequency analysis was used for the demographic profile of the participants. Descriptive statistics were used in this study to examine the participant’s perceptions to each question.
 
 
Part III
   Analysis and Results
Introduction
This part discusses the response rate, the demographic profile, and a summary of the descriptive analysis, including the regressions for hypothesis testing, and all t-Test and ANOVA results.
A non-probability convenience sampling method was used for this study. The data was collected from Times Square, in New York City. A screening question was used to identify qualifying participants who are currently living in the United States, and have experience of using OTAs’ mobile apps.  Qualifying participants were asked to write the name of mobile app that they have used.
Demographic Profile of the Respondents
Table 1 shows the demographic profile of the respondents who completed the questionnaire successfully. The participants were mostly female (50.5%). Furthermore, 25.2% of the respondents were 21-30 years old; 28% were 31-40 years old; 29.9% of the respondents were 41-50 years old; 12.1% of the respondents were 51-60 years old, and 4.7% of the respondents were over 61 years old. When respondents were asked about the highest education level that they have completed, they replied 4.7% some high school degree; 1.9% high school graduate; 18.7% some collage degree; 3.7% associate degree; 35.5% of respondents completed bachelor’s degree; 22.4% of respondents completed master’s degree; 10.3% doctorate degree; and 2.8% of other advanced degree. Furthermore, 17.8 % of participants earned an annual income 35,000-49,999; 11.2% of participants earned an annual income 25,000-34,999; 21.5% of participants earned an annual income 50,000- 74,999; 10.3% of participants earned an annual income less than 25,000; 19.6% of participants earned an annual income 75,000- 99,999; 15% of participants earned annually 100,000-149,999; and 4.7% of participants earned annually 150,000 or more. Further, participants asked about their annual frequency of travel, 39.3% of participants answered that they travel 1 to 3 times per year, 24.3% of participants answered 4 to 6 times per year, 14% of participants answered that they travel once in a year, 14% participants answered that they travel 7 to 9 times per year, 6.5% of participants answered that they travel 10-12 per year and 1.9% of participants answered that they travel more than 13 times per year. When participants were asked about typical purpose of travel, 44.9% answered for leisure purpose, 31.8% answered for business purpose, 21.5% answered visiting family and friends, and 1.9% answered other purpose.
 
 
 
 
Table 1
Respondents’ Profile

Item
Frequency
Percent

 
 
 

Gender (N=107)
 
 

Male
53
49.5%

Female
Total
54
107
50.5%
100%

Age (N=107)
 
 

21-30
31-40
41-50
51-60
Over 61
Total
27
30
32
13
5
107
25.2%
28%
29.9%
12.1%
4.7%
100%

Education Level (N=107)
 
 

Some High School
High School Graduate
5
2
4.7%
1.9%

Some Collage
Associate Degree
20
4
18.7%
3.7%

Bachelor’s Degree
38
35.5%

Master’s Degree
Doctorate
Other Advanced Degree
Total
24
11
3
107
22.4%
10.3%
2.8%
100%

Annual Household Income (N=107)
 
 

Less than $25000
11
10.3%

$25,000 – $34,999
12
11.2%

$35,000 – $49,999
19
17.8%

$50,000 – $74,999
23
21.5%

$75,000 – $99,999
$100,000 -$149,999
$150,000 or more
Total
21
16
5
107
19.6%
15%
4.7%
100%

Purpose of travel  (N=107)
 
 

Business
34
31.8%

Leisure
48
44.9%

Visiting Friends and Family
23
21.5%

Other
Total
2
107
1.9%
100%
 

Descriptive Statistics
The descriptive statistics were applied in this study to examine the participants’ perceptions toward each question. (Table 2) lists mean scores, standard deviations, and sample size of the total of twenty-two questions. A 7-Point Likert scale was used where 1= strongly disagree and 7= strongly agree.
Table 2
Results of Descriptive Statistics

Item
Mean
SD
N

Information quality
1. This OTA’s mobile app offers updated information to the customers.
4.77
1.48
107

2. This OTA’s mobile app offers relevant information to the customers.
4.77
1.46
107

3. This OTA’s mobile app carries a wide selection of hotels to choose from.
5.19
1.85
107

4. This OTA’s mobile app provides accurate total price of hotels.
4.37
1.59
107

5. This OTA’s mobile app provides accurate information about hotels.
4.70
1.52
107

6. The information provided by this OTA’s mobile app is consistent with the information from other sources.
4.63
1.47
107

System Quality
1. This OTA’s mobile app is a user-friendly app.
5.07
1.40
107

2. Navigation through this OTA’s mobile app is very intuitive.
5.00
1.32
107

3. I can rely on this OTA’s mobile app to make my hotel reservations.
4.55
1.83
107

4. This OTA’s mobile app does not display pop-up undesired ads.
4.18
1.95
107

5. This OTA’s mobile app does not take a long time to launch.
4.36
1.94
107

Service Quality
1. I believe that this OTA’s mobile app takes good care of its customers.
4.92
1.58
107

2. This OTA’s mobile app makes me feel that I am a unique customer.
4.46
1.64
107

3. The employees in this OTA’s mobile app are responsive to any problems that I encounter.
4.94
1.58
107

4. The employees in this OTA’s mobile app are willing to help with any questions I have.
5.00
1.60
107

Attitude
1. Using this OTA’s mobile app to book a hotel room is a good idea.
4.77
1.71
107

2. Using this OTA’s mobile app to book a hotel room is a wise idea.
4.84
1.64
107

3. Using this OTA’s mobile app to book a hotel room is a beneficial way.
4.69
1.71
107

4. Using this OTA’s mobile app to book a hotel room is enjoyable.
4.68
1.79
107

Intention
1. I will use services of this OTA’s mobile app to book a hotel room in the future.
4.53
1.67
107

2. This OTA’s mobile app would be one of my favorite options to make hotel reservations.
4.39
1.93
107

3. I will strongly recommend others to use this OTA’s mobile app to make hotel reservations.
4.22
2.02
107

The participants’ perception toward OTAs’ information quality is relatively positive, with the mean scores ranging from 4.37 to 5.19. Also, the participants’ perception toward OTAs’ system quality is relatively positive with the mean scores ranging from 4.18 to 5.07. The participants’ perception toward OTAs’ service quality is relatively positive too, with the mean scores ranging from 4.46 to 5.00. Moreover, the participants’ attitude toward OTAs’ mobile apps is relatively positive with the mean scores ranging from 4.68 to 4.84. Further, participants’ intention to keep using OTAs’ mobile apps is relatively positive too with the mean scores ranging from 4.22 to 4.53.
Hypothesis Testing
H1a: The information quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps.
H2a: System quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps.
H3a: Service quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps.
H4a: Attitude of users toward OTAs’ mobile apps will influence users’ intention to use OTAs’ mobile apps.
The regression was applied to test the hypotheses by using summative scores of each construct. Summative scores were calculated by adding all the questions measuring the same concept and dividing them by the total number of the questions. For instance, adding all from INFQUAL1 to INFQUAL6 and dividing by six created the summative score for the information quality construct. After calculating summative scores for each construct, the regression Table 3 analysis was completed to examine whether there is a significant relationship between information quality, system quality, service quality and attitude. Also, regression analysis was completed to examine whether there is a significant relationship between attitude and intention.
Regression Analysis
H1a was supported. The results indicate that the information quality of OTAs’ mobile apps influences users’ attitude toward the OTAs’ mobile apps (β = 0.335; t=4.136; ρ <.001). H2a was not supported. The results indicate that system quality of OTAs’ mobile apps does not influence users’ attitude toward the OTAs’ mobile apps (β =0.140; t=1.257; ρ =.211). H3a was supported. The results indicate that service quality of OTAs’ mobile apps influences users’ attitude toward the OTAs’ mobile apps (β = 0.429; t=3.610; ρ <.001). H4a was supported. The results indicated that attitude toward OTAs’ mobile apps influences users’ intention (β =0.787; t=11.498; ρ <.001). Table 3 Results of Regression       Regression Dependent Variable: Attitude     Sig.     Information Quality System Quality Service Quality Dependent Variable Intention   .001 .211 .001       Attitude     .001   Data Analysis Both t-Test and one-way analysis of variance (ANOVA) were used, and a 95% confidence level (α=0.5) was chosen to analyze differences among respondents’ perceptions based on their demographic profile. t- Test for Gender A t-Test analysis was used to examine whether there was a difference between respondents’ perceptions based on their gender. The results indicated that there was no difference between respondents’ perceptions based on their gender. ANOVA for Age The results of the ANOVA show that there are no differences between respondents’ perceptions based on their age. ANOVA for Education Level Table 4 shows the ANOVA results as to how participants’ education level influenced their perceptions. With regard to INFQUAL1 (F=5.412; ρ=0.006), INFQUAL2 (F=4.052; ρ=0.020), INFQUAL5 (F=3.452; ρ=0.035), INFQUAL6 (F=6.228; ρ=0.003), SSTMQUAL2 (F=3.575; ρ=0.032), SSTMQUAL3 (F=3.457; ρ=0.035), SRVSQUAL2 (F=3.816; ρ=0.025).           Table 4: Questions F Sig. Groups Mean 1. This OTA’s mobile app offers updated information to the customers. 5.412 0.006 Some High School High School Graduate Some collage Associate Degree 4.0968 Bachelor’s Degree 5.2105   Master Degree Doctorate 4.8684 Other Advanced Degree 2.  This OTA’s mobile app offers relevant information to the customers. 4.052 0.020 Some High School High School Graduate Some collage Associate Degree 4.1935 Bachelor’s Degree 5.1579 Master Degree Doctorate Other Advanced Degree 4.8684 5. This OTA’s mobile app provides accurate information about the hotels. 3.452 0.035 Some High School High School Graduate Some collage Associate Degree 4.1290 Bachelor’s Degree 5.0526 Master Degree Doctorate Other Advanced Degree 4.8158 6. The information provided by this OTA’s mobile app is consistent with the information from other sources. 6.228 0.003 Some High School High School Graduate Some collage Associate Degree 3.9032 Bachelor’s Degree 5.0526 Master Degree Doctorate Other Advanced Degree 4.8158 8. Navigation through this OTA’s mobile app is very intuitive. 3.575 0.032 Some High School High School Graduate Some collage Associate Degree 4.4839 Bachelor’s Degree 5.2632 Master Degree Doctorate Other Advanced Degree 5.1579 9. I can rely on this OTA’s mobile app to make my hotel reservations. 3.457 0.035 Some High School High School Graduate Some collage Associate Degree 3.8387 Bachelor’s Degree 4.8158 Master Degree Doctorate Other Advanced Degree 4.8684 13. This OTA’s mobile app makes me feel that I am a unique customer. 3.816 0.025 Some High School High School Graduate Some collage Associate Degree 3.8065 Bachelor’s Degree 4.8421 Master Degree Doctorate Other Advanced Degree 4.6053   ANOVA for Annual Household Income Table 5 shows the ANOVA results as to how participants’ annual household income influenced their perceptions. With regard to INFQUAL6 (F=3.709; ρ=0.028), SRVSQUAL2 (F=3.680; ρ=0.029). Table 5: Questions F Sig. Groups Mean 6. The information provided by this OTA’s mobile app is consistent with the information from other sources. 3.709 0.028 Less than $49,999 4.1667 $50,000-$99,999 4.9545 $100,000 or more 4.9048 13. This OTA’s mobile app makes me feel that I am a unique customer. 3.680 0.029 Less than $34,999 $35,000-$49,999 4.0476 $50,000-$99,999 4.9545 $100,000 or more 4.2381     ANOVA for Annually Travel Frequency The results of the ANOVA show that there are no differences between respondents’ perceptions based on their annual travel frequency. ANOVA for Typical Purpose of Travel Table 6 shows the ANOVA results as to how participants’ typical purpose of travel influenced their perceptions. Questions F Sig. Group Mean 2.  This OTA’s mobile app offers relevant information to the customers. 3.911 0.023 Business 5.2941 Leisure 4.6667 Visiting Friends and Family Other 4.2800 5. This OTA’s mobile app provides accurate information about the hotels. 3.767 0.026 Business 5.2353 Leisure 4.5833 Visiting Friends and Family Other 4.2000 7. This OTA’s mobile app is a user-friendly app. 3.423 0.036 Business 5.5294 Leisure 5.0000 Visiting Friends and Family Other 4.6000 8. Navigation through this OTA’s mobile app is very intuitive. 4.569 0.013 Business 5.5294 Leisure 4.8333 Visiting Friends and Family Other 4.6000 12. I believe that this OTA’s mobile app takes good care of its customers. 3.398 0.037 Business 5.4118 Leisure 4.8750 Visiting Friends and Family Other 4.3600 16.  Using this OTA’s mobile app to book a hotel room is a good idea. 4.413 0.014 Business 5.2941 Leisure 4.7917 Visiting Friends and Family Other 4.0000 17.  Using this OTA’s mobile app to book a hotel room is a wise idea. 3.527 0.033 Business 5.3529 Leisure 4.7917 Visiting Friends and Family Other 4.2400 19.  Using this OTA’s mobile app to book a hotel room is enjoyable. 3.600 0.031 Business 5.1471 Leisure 4.7500 Visiting Friends and Family Other 3.9200       Conclusions Summary of the Findings Among the 107 participants, the majority of participants were female (50.5%). Furthermore, 25.2% of the respondents were 21-30 years old; 28% were 31-40 years old; 29.9% of the respondents were 41-50 years old; 12.1% of the respondents were 51-60 years old, and 4.7% of the respondents were over 61 years old. When respondents were asked about the highest education level that they have completed, they replied: 4.7% — some high school degree; 1.9% — high school graduate; 18.7% — some college degree; 3.7% — associate degree. 35.5% of respondents completed a bachelor’s degree; 22.4% of respondents completed a master’s degree; 10.3% completed a doctoral degree; and 2.8% completed other advanced degree. Furthermore, 17.8 % of participants earned an annual income of $35,000-49,999; 11.2% of participants earned an annual income of $25,000-34,999; 21.5% of participants earned an annual income of $50,000- 74,999; 10.3% of participants earned an annual income less than $25,000; 19.6% of participants earned an annual income of $75,000- 99,999; 15% of participants earned annually $100,000-149,999; and 4.7% of participants earned annually $150,000 or more. Further, when participants were asked about their annual frequency of travel, 39.3% of participants answered that they travel 1 to 3 times per year, 24.3% of participants answered 4 to 6 times per year, 14% of participants answered that they travel once in a year, 14% participants answered that they travel 7 to 9 times per year, 6.5% of participants answered that they travel 10-12 per year and 1.9% of participants answered that they travel more than 13 times per year. When participants were asked about typical purpose of travel, 44.9% answered for leisure purpose, 31.8% answered for business purpose, 21.5% answered visiting family and friends, and 1.9% answered other purpose. Hypothesis Testing Discussion H1a was supported. The results indicate that the information quality of OTA’s mobile app influences users’ attitude toward the OTAs’ mobile apps. The results were consistent with a previous study (Liang & Chen, 2009). According to the previous study, information quality positively influences users’ attitude toward OTAs’ mobile apps (Liang & Chen, 2009). Mouzhi & Markus (2013) mentioned that accuracy of the information plays a major role in customers’ decision making and this study showed that information quality influences users’ attitude toward OTAs’ mobile apps. The possible explanation for this would be that travelers were influenced by OTAs’ mobile apps information quality because travelers value the consistency and accuracy of provided information. For example the third question under information quality, which is “This OTA’s mobile app carries a wide selection of hotels to choose from,” had a mean score 5.19. Having such a high mean score means that the participants’ perception toward OTAs’ information quality is positive. Moreover, in the literature review it was discussed that customers do not want to be disappointed and do not want to experience a bad time because of OTAs’ mobile apps. Moreover, in this study the results showed that information quality does not have direct impact on the intention of users to keep using OTAs’ mobile apps. However, information quality impacts the attitude of users. The possible explanation for this result is that information quality is important for customers to create an attitude toward OTAs’ mobile apps. It means that in order to have a positive intention people have to have emotional positive thoughts about the app. It was assumed that travelers consider OTAs’ mobile apps to work faster and be very useful during the travel, thus it was assumed that people would enjoy using mobile apps and will have the positive intention to keep using travel apps. H2a was not supported. The results indicate that system quality of OTAs’ mobile apps does not influence users’ attitude toward the OTAs’ mobile apps. The results were inconsistent with previous studies (Liang & Chen, 2009; Liu & Arnett, 2000). According to the previous studies, system quality has positive influence toward users’ attitude (Liang & Chen, 2009; Liu & Arnett, 2000). Also, a study by Ahn et al. (2007) indicated that the system quality factor was significant towards attitude, which is inconsistent with the results of the current study. According to Liang and Chen (2009), system quality can affect customer attitude significantly and create an effective competitive advantage, especially when an OTA’s mobile app performs the promised service dependably and accurately. Therefore, in order to perform the promised service accurately, OTAs’ mobile apps need to give users personal attention, be friendly and intuitive, which requires highly trained employees to make customers rely on them. The possible explanation for this result is that system quality, which was defined as the ease and speed of applying mobile apps, is not an important factor for travelers to concentrate on and system quality is not a factor that makes customers create an attitude toward a given OTA’s mobile app. Another explanation for why the result of this study is inconsistent with the results of previous studies is the development made in technological industry. Nowadays, the technology has been improved and people mostly assume that the system of a given mobile app runs the way that they want them to. Furthermore, the result showed that system quality does not have an impact on attitude and does not have an impact on intention of users either. The possible explanation for this result might be that people do not care about system quality. Another possible explanation is that people rely on OTAs’ system quality and they do not concentrate on their system qualities too much. H3a was supported. The results indicate that service quality of OTAs’ mobile apps influences users’ attitude toward the OTAs’ mobile apps. The result was consistent with previous studies (Liu & Arnett, 2000; Hongjiang & Koronios, 2005). In most of the previous studies, service quality has a positive impact on users’ attitude toward OTAs’ mobile apps. Since many questions that measure the service quality are related to the employees’ performance and employees’ attitude toward customers, it means users have always wanted to be treated fairly and needed to feel confident when they have any question.  For example, one of the questions under the service quality factor, “The employees in this OTA’s mobile app are willing to help with any questions I have,” had a mean score of 5.00. Moreover, another question which has the second highest mean score is  “The employees in this OTA’s mobile app are responsive to any problems that I encounter,” with a mean score of 4.94. Having higher mean scores such as 5.00 and 4.94 means that participants’ perception toward OTAs’ service quality is relatively positive. In this study the result showed that service quality of OTAs’ mobile apps do not have direct impact on intention of users to keep using OTAs’ mobile apps. However, system quality of OTAs’ mobile apps impacts the attitude of users. The possible explanation for this result is that service quality is important for customers to create an attitude toward OTAs’ mobile apps. It means that in order to have a positive intention people have to have emotional positive thoughts about the app. It was assumed that travelers consider OTAs’ mobile apps to have employees that will be willing to help customers with any travel related issues. Furthermore, based on the results of this study we can conclude that OTAs should have responsive employees to make customers satisfied and make them create a positive attitude. H4a was supported. The results indicated that attitude toward OTAs’ mobile apps influences users intention. The results were consistent with a previous study (Morosan 2010). According to the previous study, there is a strong relationship between attitude and intention. Park and Kang (2011) mentioned that the impression or attitude developed by a consumer is very important as an impression is very critical for the growth and development of the business; also, customer service is very important when it comes to attitude developed by a traveller. Moreover, the results of this study support the results of Ajzen (1991), Morosan (2010), and Park and Kang (2011). The possible explanation for the results of this study is that people need to have a positive attitude first in order to have a positive intention. For example, one of the questions, “I will use services of this OTA’s mobile app to book a hotel room in the future,” has a mean score of 4.53, which means that participants’ intention to keep using OTAs’ mobile apps is relatively positive, with the mean scores ranging from 4.22 to 4.53. Also, the results of this study indicate that positive attitude is followed by positive intention. Ajzen (1991) mentioned that intention is willingness of a person to perform an action. Conclusion The regression analyses were completed to examine whether information quality, system quality, and service quality influenced attitude. Further, regression analysis was completed to examine whether attitude impacts users’ intention to keep using OTAs’ mobile apps. The results indicated that there is no influence of system quality on attitude. However, the research showed that information quality and service quality are the factors that influence the attitude of users toward OTAs’ mobile apps. On the other hand, the results of further regression indicated that information quality, system quality, and service quality of OTA’s mobile apps will not influence intention of users to keep using OTAs’ mobile apps. Moreover, the results indicated that the attitude toward OTAs’ mobile apps would influence users’ intention toward OTAs’ mobile apps. Implications The results indicate that the information quality of OTAs’ mobile apps influences users’ attitude toward the OTAs’ mobile apps (β = 0.335; t=4.136; p=.000). Information quality was defined as the completeness, accuracy, and relevancy of provided information by OTAs’ mobile apps. Now OTAs know that travelers care about the provided information and they want the information to be consistent, accurate, and complete. The results showed that information quality is one of the factors that influences users’ attitude, which further leads to an intention to keep using OTAs’ mobile apps. OTAs’ should know that information quality is the crucial criteria for the travelers and OTAs should provide all the information needed. Also, OTAs have to make sure that all the information on their mobile apps is accurate and consistent.  OTAs should check and confirm the information that they provide, in order not to disappoint their users. OTAs should provide relevant information because people do not want to see irrelevant information and waste their time. Also, it is important to have a wide selection of hotels available. The question “This OTA’s mobile app carries a wide selection of hotels to choose from” has the highest mean score, which is 5.19. Overall, the participants’ perception toward OTAs’ information quality is relatively positive, with the mean scores ranging from 4.37 to 5.19. The results indicate that system quality of OTAs’ mobile apps does not influence users’ attitude toward the OTAs’ mobile apps (β = 0.140; t=1.257; p=.211). System quality is defined as ease and speed of applying the mobile apps. The results of this study show that actually the system quality of the OTAs does not impact users’ attitude. However, it does not mean that managers should not care about system quality. Managers of OTAs should keep in mind that system quality has been considered as an important factor and moreover this consideration has been proved in some previous studies (Liang & Chen, 2009; Liu & Arnett, 2000). Thus OTAs’ managers should not make their decisions solely on the results from this specific study. As was mentioned before, there is high competition among OTAs and managers should keep in mind that customers may refuse using one particular mobile app and switch to another one. Managers should make sure in their daily operations that the system works smoothly and there is no issue such as launching time. Moreover, it is possible that users consider the mobile apps’ system running smoothly to be a minimal standard and thus providing smoothly running system quality is not sufficient to generate positive attitude. The results indicate that service quality of OTAs’ mobile apps will influence users’ attitude toward the OTAs’ mobile apps (β =0.429; t=3.610; p=.000). Service quality was defined as the level of responsiveness, assurance, reliability, empathy, and follow-up service provided by OTAs mobile apps. Managers of OTAs should pay more attention to service quality. For example, managers should be aware that travelers want OTAs to respond to their requests and they also want OTAs to have an ability to provide services in a timely manner. Managers should make people believe that in case of some problems occurring, travelers can call the OTA and be sure that they will be treated in a friendly, fair, and timely manner. Actually, it is assumed to be difficult to make people rely on mobile apps. Despite the difficulty, OTAs should find an answer to the questions such as how to make travelers rely on mobile apps or how to assure people that mobile apps can provide the best service possible. The results indicated that attitude toward OTAs’ mobile apps will influence users’ intention (β = 0.787; t=11.498; p=.000). The results showed that attitude impacts the intention of travelers to keep using OTAs’ mobile apps. Moreover, there have been two factors that impact attitude. Information quality and system quality impact are attitude. Therefore, managers should provide consistent and relevant information in order to create positive attitude toward OTAs’ mobile apps; moreover, managers should have a high level of service quality. They have to be responsive, they have to show empathy, and they have to be willing to help travelers whenever they need help. The consequences of having all consistent, relevant, and accurate information and being responsive, showing empathy and willingness to help, will create positive attitude and customers will have an intention to keep using OTAs’ mobile apps. Managers should make sure that they have all the information consistent; further, they should make sure that presented information is relevant and accurate. Moreover, they should have employees who have having hospitalitable characteristics who would be willing to help people and be friendly to satisfy customers.  Having these factors, OTAs may have customers having a positive attitude about them and the positive attitude will lead to positive intentions. Furthermore, the results of this study can contribute to the academic field as well as the development of OTAs’ mobile apps. First, since there is a lack of research on information quality, system quality, and service quality, the results of this study can be a good resource for future research by bringing new knowledge to help academics to understand and appraise travelers’ perceptions of OTAs’ mobile apps in terms of these three aspects of quality.  Additionally, the results of this study can provide the OTAs’ mobile apps operators knowledge about how customers perceive completeness, accuracy, and relevancy of the information provided by their mobile apps. The operators will also have a better understanding of customers’ evaluations of the level of difficulty and speed in terms of navigation. Moreover, OTAs’ mobile apps developers can benefit from the results of this study to gain a better understanding of users’ perceptions of its service quality. Limitations and Recommendations for Future Research The first limitation is that the survey of this study was distributed in the United States and it cannot be easy to determine what results other countries might have about perceptions of OTAs’ mobile apps due to the differentiation in cultures. Therefore, the result of this study cannot be generalized to other countries or cultures because perception of users toward OTAs’ mobile apps can be different from one culture to another or from one country to another. Nevertheless, this study was intended to be an important step in opening the doors for studying users’ perceptions of the OTAs’ mobile apps. Further research can evaluate users’ perceptions of OTAs’ mobile apps in different countries. The second limitation is the research method. In this study quantitative research was used. Quantitative research methods emphasize objective measurements and numerical analyses of collected data and surveys. Moreover, the limitation of quantitative research methods is that the results are clear; however, researchers and readers do not know what is the reason for such results. Therefore, the recommendation is that qualitative research method needs to be done in order to know what is the reason for final results of quantitative research. Also, the results of this study show that the participants’ perception toward OTAs’ information quality, system quality, and service quality is relatively positive, with the mean scores ranging from 4.18 to 5.19. Moreover, the participants’ attitude and intention to keep using OTAs’ mobile apps is relatively positive with the mean scores ranging from 4.22 to 4.84, which is actually very close to neutral. However, if the 6-point scale would be used for this study, there would probably be no neutral answer and participants would answer either positive or negative. 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Thank you. Have you ever made a hotel reservation by using mobile applications of Online Travel Agencies (OTA) (i.e. Kayak, Orbitz, HotelTonight…etc. )?   Please note, in this survey,  MOBILE APPLICATIONS of Online Travel Agencies are being discussed, NOT WEB SITES.   If yes______, please continue If not______, please stop. Thank you!   Part 2: Please recall a recent time when you booked a hotel reservation by using the OTA’s mobile app. Please write down the specific Mobile App of Online Travel Agency that you used.  _____________________________ Please answer the following questions based on that specific experience.   1 = strongly disagree, 2 = slightly disagree, 3 = disagree, 4 neutral, 5 = slightly agree, 6 = agree, 7 = strongly agree.                                                                                                                Strongly                                Strongly Disagree                                      Agree 1. This OTA’s mobile app offers updated information to the customers. 1      2      3      4      5      6      7 2.  This OTA’s mobile app offers relevant information to the customers. 1      2      3      4      5      6      7 3.   This OTA’s mobile app carries a wide selection of hotels to choose from. 1      2      3      4      5      6      7 4. This OTA’s mobile app provides accurate total prices for hotels. 1      2      3      4      5      6      7 5. This OTA’s mobile app provides accurate information about the hotels. 1      2      3      4      5      6      7 6. The information provided by this OTA’s mobile app is consistent with the information from other sources. 1      2      3      4      5      6      7 7. This OTA’s mobile app is a user-friendly app. 1      2      3      4      5      6      7 8. Navigation through this OTA’s mobile app is very intuitive. 1      2      3      4      5      6      7 9. I can rely on this OTA’s mobile app to make my hotel reservations. 1      2      3      4      5      6      7 10. This OTA’s mobile app does not display pop-up undesired ads. 1      2      3      4      5      6      7 11. This OTA’s mobile app does not take a long time to launch. 1      2      3      4      5      6      7 12. I believe that this OTA’s mobile app takes good care of its customers. 1      2      3      4      5      6      7 13. This OTA’s mobile app makes me feel that I am a unique customer. 1      2      3      4      5      6      7 14. The employees in this OTA’s mobile app are responsive to any problems that I encounter. 1      2      3      4      5      6      7 15. The employees in this OTA’s mobile app are willing to help with any questions I have. 1      2      3      4      5      6      7 16.  Using this OTA’s mobile app to book a hotel room is a good idea. 1      2      3      4      5      6      7 17.  Using this OTA’s mobile app to book a hotel room is a wise idea. 1      2      3      4      5      6      7 18.  Using this OTA’s mobile app to book a hotel room is a beneficial way. 1      2      3      4      5      6      7 19.  Using this OTA’s mobile app to book a hotel room is enjoyable. 1      2      3      4      5      6      7 20.  I will use services of this OTA’s mobile app to book a hotel room in the future. 1      2      3      4      5      6      7 21. This OTA’s mobile app will be one of my favorite options to make hotel reservations. 1      2      3      4      5      6      7 22.  I will strongly recommend others to use this OTA’s mobile app to make hotel reservations. 1      2      3      4      5      6      7     Part 3: Please answer the following demographic questions 1. Gender: ___Male                                            ___Female 2. Age: ___21~30                     ___31~40                        ___41~50 ___51~60                     ___over 61 3. Education level: ___Some high school                       ___High school graduate ___Some college                              ___Associate degree ___Bachelor’s degree                       ___Master’s degree ___ Doctorate                                   ___Other advanced degree 4. Annual household income: ___Less than $25,000                     ___$25,000 to $34,999 ___$35,000 to $49,999                   ___$50,000 to $74,999 ___$75,000 to $99,999                   ___$100,000 to $149,999 ___$150,000 or more 5. Annual frequency of travel: ___ Once per year           ___1 to 3 times                ___4 to 6 times ___7 to 9 times               ___10 to 12 times ___13 times and more 6. Typical purpose of travel:   ___Business      ___Leisure     ____ Visiting Friends and Family     ___Other      

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