CUSTOMER BEHAVIOR IN CHOOSING E-TOURISM SERVICES

This paper proposes the methodology to determine and analyze factors that influence the intention to use E-tourism services. The analysis data collected from 206 tourists in Vietnam are utilized for reliability analysis, confirmatory factor analysis, structural equation modeling. The results show that the intention to use is positively affected by attitude, usefulness, and corporate image. In particular, the attitude towards the service is positively affected by perceived usefulness and negatively affect by perceived risk. In addition, the research also points out that information security has a negative impact on the ease of use and a positive impact on perceived usefulness