2022 SAIS

The emergence of e-commerce through Information and Communication Technology (ICT) development is among important strategic forces that would transform Malaysia to a knowledge based economy especially in tourism and hospitality industry. Therefore, it is important to understand the dynamics of the e-commerce especially on online service encounter and how the value of the service can be developed in the cyber environment. The interactive relationship with the client and the service provider is the critical moment to make consumers “commit” to a web site. Therefore, this study intends to investigate the relationship of e-Hospitality elements and E-S-Qual on attitude toward website and the mediating effects of flow. The result shows that attitude toward website was explained by both e-Hospitality and ES- Qual and enhanced through the flow. However, the research is without a limitation. First, the experience with the hotel website among the respondents was not tested a priori; second, the measurement was tested specifically on Malaysia hotel website; thirdly, the variability of respondent demographic; and finally, the limitations of the convenience sampling process that affect the generalisability of the results.