An Explanatory Model of Collaborative Online Travel Planning by Millennials

This paper investigates how online travel can benefit from serving Millennials with collaboration support. We test whether the decision support of online shopping in pairs, connected by screen sharing technology, contributes to a greater intent to purchase vacation travel. We conducted a field experiment with 150 subjects. A Partial Least Squares analysis of Collaboration, Ease of Use, Trust, and Perceived Effectiveness combined to explain Intent to Purchase with 42.5% variance explained. The results shed light on the value proposition for offering collaboration support to Millennials. Future research will extend the results to other populations, task domains and devices.