Based on the Theory of Planned Behaviour and the Theory of Consumption Decision Process, this study aims to investigate the mechanism of website service quality on online travel consumption intention, and to further study the mediating role of consumption trust and the moderating role of peer influence. A total of 328 valid questionnaires were collected through a questionnaire survey among the hearing impaired in Mainland China, Hong Kong, China and Macau, China. SPSS 27.0 and AMOS 26 were used to analyse the data, including basic demographic analysis, descriptive analysis, common method bias test, multiple covariate analysis, reliability analysis, validity analysis, confirmatory factor analysis, analysis of variance, and structural equation modelling (SEM) pathways, etc. Bootstrap method was used to conduct 5000 self-sample calculations of the loadings of all the factors and the significance of the coefficients of the pathways. sgnificance to test the assumptions set by the study.
The results of the study found that:
(1) Website service quality is composed of five measurement dimensions: aesthetic design, website functionality, usefulness, interactivity and security. Among them, practicality is the most critical factor, which has a significant impact on the purchase intention of hearing-impaired customers.
(2) Website service quality has a significant effect on online shopping consumer trust, with standardised coefficients of 0.232, 0.148, 0.25, 0.24 and 0.123 respectively.
(3) Consumer trust significantly affects purchase intention.
(4) Consumer trust has a mediating effect on service quality and purchase intention.
(5) Peer influence has a moderating effect on consumer trust and purchase intention, which consists of the three mechanisms of learning, following and comparing among peers.
The above conclusions extend the research on online travelling consumer sentiment of different customer groups and promote the development of various market segments in the tourism industry. Finally, the implications of the findings for management and future research directions are discussed.
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