This study investigates how functional and psychological components of the Online Customers’ Travel Booking Experience (OCTBE) influence impulsive travel booking (ITB) behavior. Data were collected from 653 users of online travel booking platforms and analyzed using PLS-SEM with bootstrapping in SmartPLS 3.0. The results reveal that interactivity, informativeness, visual engagement, navigation, search ease, trust, and convenience significantly enhance ITB. However, anticipated travel enjoyment did not directly influence ITB. Booking platform commitment (BPC) partially mediates the links between the experience and ITB, supporting its role as a sequential attitudinal conversion mechanism that transforms booking stimuli into spontaneous travel decisions. Price sensitivity showed a strong negative total effect on ITB but did not significantly moderate the paths between BPC and ITB, reinforcing it as an external impulse-restraint trait rather than an experiential organism component. This study extends customer-experience-based impulsive behavior theory to digital tourism booking and provides actionable insights for designing ethical, customer-centric, and sustainable online travel platforms.
No takes yet. Share an insight, caveat, or question.
Bui et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: