A Study on Antecedents of Tourist's B2C Channel Satisfaction : With Emphasis on Online Travel Agent

The purpose of this paper is to conceptualize, develop and validate independent variables that result in consumers' satisfaction and preference for the tourism online channel. This study examines antecedents of consumers' satisfaction, and preference toward e-commerce channel, and utilizing constructs from Technology Acceptance Model(TAM) and Transaction Cost Analysis(TCA) as the lens to examine online channel satisfaction and preference. Structural equation model analyses indicate that TAM component-perceived usefulness- and TCA components - asset specificity, uncertainty - are important in forming channel satisfaction with the EC channel. The results of the survey on 220 questionnaires reveal that perceived usefulness, asset specificity, uncertainty have positively affected the consumers' channel satisfaction and channel satisfaction significantly impacted on channel .preference. Lastly, applications and related limitations are discussed.