Decoding the antecedents of user engagement and advocacy in mobile travel apps

• Main Authors: Lim, Nee Yin, Ooi, Yan Yi
• Format: Final Year Project / Dissertation / Thesis
• Published: 2024
• Subjects: HA Statistics; HB Economic Theory
• Online Access: http://eprints.utar.edu.my/6931/1/2005635_Lim_Nee_Yin.pdf; http://eprints.utar.edu.my/6931/

The technology trend with the variety of development of mobile apps fostered. One of the types of mobile apps consider mobile travel apps (MTAs) is growing rapidly and widely worldwide to ensure the smoothness and recovery of tourism activities after the pandemic. Most of the users utilized mobile travel apps while traveling since it effectively replaced many functions in the tourism industry with one-touch which smoothed the tourism communications. Therefore, it was critical to examine the factors that impact user engagement and advocacy intentions towards mobile travel apps. In this research, SOR theory and the TAM were applied as theoretical framework within variables perceived usefulness, perceived ease of use, privacy risk and personal innovativeness which influence user engagement and advocacy towards MTAs. Besides, the data of 303 respondents who have experience by using MTAs will be collected and analyzed by PLSSEM. The findings enable the researcher, manager, developers and government who include in mobile travel industry to gain more insight, thereby enhanced the user experience and satisfaction toward MTAs. Keywords: mobile travel apps; SOR; TAM; user engagement; advocacy intention.