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Mobile travel websites have become an alternative due to readiness compared to mobile applications. However, little is known about what constitutes mobile website quality (MWQ) and how it influences consumers’ post-purchase behavioral intentions. By modifying the updated DeLone and McLean Information System Success Model, this study fills this knowledge gap with a formative model. The study also examines how mobile service quality influences travelers’ intentions to reuse and recommend and further compares the differences across online travel agencies and direct suppliers. Using a mixed research method including individual interviews and online survey responses, the results of partial least squares structural equation modeling support that MWQ has three formative constructs, namely, information, system and service qualities. A few uncommon items composing MWQ are discovered. This study contributes to the extant literature by introducing a novel MWQ model, as well as by advocating dissimilar methodologies of MWQ analysis. Practical suggestions are also provided for tourism practitioners to gain sustainable competitiveness.

Exploring the Formation of Mobile Travel Website Quality and Predicting its Influence on Travelers’ Behavioral Intentions