Beyond Utilitarian Factors: User Experience and Travel Company Website Successes

Abstract

Travel websites are extensively used by travelers for their travel bookings, yet little is known about the hedonic effectiveness of such experiences for the customer. The end users of these websites are customers who may not always be sophisticated information system (IS) users. Further, traditional utility based measures of customer evaluation are dated with respect to the interactive nature of the technology in use and the hedonic benefits that may result from the use of the technology. The evaluation of IS needs to include hedonic measures facilitated by the interactive technology in addition to the traditional utility based measures. We propose and test an evaluation model for retail travel websites that combines the traditional utility based measures with hedonic measures which collectively create a more comprehensive measure for the IS evaluation of consumer focused websites. Thus rooted in theory, the model extends DeLone and McLean’s model of IS Success by adding the construct of User Experience. The model was tested on a sample of 255 customers of travel websites targeted at the Indian market. The results indicate that both utility based and hedonic measures are important factors for customer IS (travel website in this study) evaluation. The larger implications for theory and practice of IS evaluation are explained.