Abstract
The rapid development of digital e-commerce platforms has fundamentally reshaped consumer purchase behavior, especially in the hospitality and tourism sectors. This study investigates how key managerial aspects, namely price fairness, online reviews, and website usability – influence hotel booking intention through the mediating variables of perceived value, brand trust, and perceived risk. The primary objective is to build and validate a structural model that reflects the influence of digital service quality on consumer decision-making. The analysis of data from 318 users of online booking platforms in Kazakhstan, conducted using PLS-SEM, confirmed all proposed hypotheses. It was established that a fair price enhances perceived value, credible reviews increase brand trust, and a user-friendly interface reduces perceived risk. The results of the study have both theoretical significance and practical value. Theoretically, the research expands existing knowledge by integrating psychological and functional factors within a unified model of digital behavior. Practically, the findings can be applied to improve user experience, increase customer loyalty, and enhance platform effectiveness. This work is valuable for developers, marketers, and hospitality managers striving for sustainable success in e-commerce.