The Digital Economy, driven by advancements in technology, has become a vital force across sectors like online travel. In Malaysia, the online travel industry achieved a gross merchandise value (GMV) of four billion U.S. dollars in 2023, recovering from a decline during the COVID-19 pandemic and projected to reach approximately ten billion U.S. dollars by 2030. Consumer behaviour, shaped by motivation, plays a crucial role in purchase decisions, making it essential to explore the determinants of purchase intentions in the digital age. This study investigates the impact of perceived price, online trust, and security risk on online travel product purchase intentions among Malaysians. The analysis reveals that while all independent variables exhibit a significant relationship with online purchase intention, only online trust shows a positive significant correlation (r=0.517). In contrast, perceived price (r=-0.627) and security risk (r=-0.461) are negatively associated with online purchase intention. These findings suggest that as travel products' perceived price and security risk rise, the likelihood of purchase diminishes. The implications of these findings are significant for tourism businesses aiming to enhance their online sales.
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