Resumen de Impact of cashback usage restriction exemption on travel booking: a goal-directed approach

Pankaj Vishwakarma, Srabanti Mukherjee, Biplab K. Datta

• The purpose of this study is to examine the impact of cashback usage restriction exemption (CURE) on travelers’ intention to prefer a brand’s mobile application (m-app). Using a mixed-method approach, we have established that the CURE enhances the intention to use a brand’s m-app. It was observed that the subjective norms, perceived behavioural control, anticipated positive emotions, and frequency of past behaviour affected the travelers’ desire to use a particular brand’s m-app for travel bookings if CURE is provided. Moreover, if CURE is added as an additional construct to the model, then the extended Model of Goal-Directed Behaviour (MGB) predicts the intention better than the extended Theory of Planned Behaviour (TPB).