Abstract
This study investigates the influence of consumption value on tourists' intention to purchase travel products online through the lens of the theory of consumption value framework. We used structural equation modelling (SEM) and a fuzzy set of qualitative comparative analysis (fsQCA) on 559 responses collected using M-Turk. The findings show that price value is the most significant factor and necessary for the purchase intention of tourists' online travel products. Notably, technical anxiety and attitude moderate the relationship between consumption value and tourists' purchase intention. This study offers meaningful insights into managers, policy-makers, and practitioners about the roles of various factors of consumption value, vis-avis their relative significance in driving individuals' decision-making and travel service choices.