Predicting the antecedents of travelers purchase behavior through OTAs – A hybrid structural equation modeling with fuzzy set qualitative comparative analysis

This research's primary focus was implementing the Fuzzy Set Qualitative Comparative Analysis (FSQCA) approach assisted by Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate consumers' purchasing behavior through Online Travel Agencies (OTAs). A survey comprising nine principal elements: 1) purchase behavior (PB) of travel from OTAs, 2) purchase intention (PUI) of travel from OTAs, 3) attitude toward purchasing travel from OTAs, 4) communicability, 5) compatibility, 6) perceived relative advantages, 7) experience, 8) extroversion and 9) personal innovativeness, was used for this purpose. Using an empirical study with 374 consumers, we identify the variables and configurations that influence consumers' purchasing behavior through OTAs. Both PLS-SEM and FSQCA methods have indicated the critical role of attitude, perceived relative advantages, communicability, and personal innovativeness to ensure the purchasing intention and behavior among OTAs. The results showed that purchasing intention is a necessary condition for purchasing behavior of travel from OTAs. The findings enrich the existing literature on consumer behavior toward purchasing travel online. Overall, the main results obtained by FSQCA method were robust and show high predictive validity. It is envisioned that the outcomes of this paper could assist both researchers and tourism practitioners with appreciating the research and practice frontier of consumer behavior and travel companies.