This study analyzed online purchasing behavior in the hotel industry through an integrative framework, utilizing sets
of variables rarely used in previous studies. The analysis was focused on the influence of online purchase intention, perceived
risk, and trust upon actual purchase, with the idea of further determining which construct has the strongest impact.
It also analyzed two new measurement items for website quality. The sample consisted of travelers who have recently
made hotel reservations online. The model was tested with Structural Equation Modeling. Perceived risk was found to
have the strongest impact on actual purchase followed by trust and online purchase intention. The weak influence of
online purchase intention is quite interesting since it stands in contrast to previous research findings. Perceived risk also
perfectly mediates the relationship between website quality and eWOM towards online purchase intention. Being descriptive
in nature, this study did not manipulate the antecedents in the manner of an experimental study.
