Impact of Technology Adoption on Use of Online Trading Apps OTA: A Study of Investment Behaviour in Goa

Purpose – This study aims to identify the key factors influencing customers’ intention to use online travel agencies (OTAs), their satisfaction, continuance intention, and reactions after using OTA services. It also examines the factors encouraging customers to participate in online content co-creation.

Methodology – A quantitative approach was employed using a structured questionnaire distributed through snowball sampling. Data were collected from 63 respondents and analysed using a structural model to evaluate the relationships among perceived quality, perceived usability, satisfaction, continuance intention, and online content co-creation.

Findings – Content quality and security significantly influenced confirmation, whereas user interface and prompt response were insignificant, with an R² of 0.769. Perceived quality significantly influenced usefulness, enjoyment, ease of use, and trust, with R² values ranging from 0.614 to 0.746. However, perceived quality and perceived usability did not significantly influence satisfaction, despite explaining 78% of its variance. Satisfaction and perceived enjoyment significantly influenced continuance intention, producing an R² of 0.807. Regarding online content co-creation, altruism, economic benefits, and willingness to create content were significant, whereas personal integrative benefits, social benefits, hedonic benefits, and attitude were insignificant. The model explained 82.8% of the variance in online content co-creation.

Value – This study provides an integrated perspective on OTA adoption, satisfaction, continued usage, and customer content co-creation. The findings can assist OTA technology providers in improving service quality, strengthening customer engagement, increasing awareness, and capturing the untapped potential of the digital travel market.

Ruth Goa University

Completed Master of Commerce from Goa Business School, Goa University. 

Indrawati Telkom University

Presently working as Professor of, Facutly of Business and Economics, Telkom University