Abstract
This paper examines the effects of online travel agency (OTA) service experience (via OTA company websites and mobile apps, and social media) on customer perceived (utilitarian and epistemic) value. The data of 404 usable responses from tourists with experience using OTAs revealed that service experience through company websites and mobile apps was only related to utilitarian value. However, service experience through social media influenced both utilitarian and epistemic value. Compared to epistemic value, utilitarian value had a larger effect on customers’ intention to book via OTAs. Political instability negatively moderated the relationship between utilitarian value and behavioral intention.