The role of psychological factors in shaping online tourism platforms customer’s purchase intention: a fuzzy Delphi and FCM approach

This is the authors' abstract. We don't add key points for this paper.

The growing digitalization of tourism services has reshaped consumer behavior, yet many users, particularly in developing markets, still hesitate to make online purchases due to perceived risks and low technological trust. This study investigates the determinants of customers’ purchase intention on online tourism platforms by integrating the Theory of Planned Behavior (TPB) and Ecosystem Theory within a hybrid Fuzzy Delphi–Fuzzy Cognitive Mapping (FCM) framework. Drawing on data from both experts and users, the research identifies 27 interrelated factors influencing behavioral intention. Findings show that technological trust, perceived usefulness, and perceived risk have the greatest effects, while social reassurance and usability act as key mediators. Theoretically, the study extends TPB through dynamic trust–risk interactions modeled via FCM, advancing understanding of online decision-making. It contributes new knowledge by linking psychological and technological perspectives, and offers practical and managerial insights for enhancing user trust, design usability, and policy support for reliable digital tourism ecosystems.