Research on Factors Affecting the Behavior of Vietnamese Customers Choosing the AGODA Application to Book Air Tickets Online

This study seeks to identify the factors that influence the decision-making process of Vietnamese customers when selecting the Agoda application for booking flight tickets online. The author conducted a survey involving 478 customers who have utilized the AGODA application for online flight ticket bookings. Additionally, a two-step analysis approach was employed, which involved evaluating both the measurement model and the structural model using the SmartPLS software, in order to examine the impact of various factors on customer behavior when choosing the Agoda app. Research results show that (1) Perceived Risk hurts Perceived Usefulness and Perceived Ease of use; (2) Perceived Usefulness and Perceived Ease of use have a positive effect on Behavioral Intention; (3) Behavioral Intention has a positive effect on Actual Purchase Behavior. Furthermore, the findings of the research demonstrate a positive correlation between the perceived ease of use and the perceived usefulness of the application.