Year 2015, Volume 13, Issue 2, Pages 227 - 244 2015-07-06

The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking

Assist. Prof. Volkan ÖZBEK [1] , Lect. Mustafa GÜNALAN [2] , Assist. Prof. Fatih KOÇ [3] , Nisa ŞAHİN [4] , Eda KAŞ [5]

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The aim of this study is to determine how tourists’ online booking sites related risk and cost perceptions affect their adoption level of this technology. In order to detect tourists’ adoption level, Technology Acceptance Model (TAM) was adapted to online reservation technology. In this context, relationships between perceived risk, perceived cost, and the variables of TAM which are perceived ease of use, perceived usefulness, and behavioral intentions were tested. The participants of the study were 242 Russian tourists visiting Antalya, which is an important touristic destination in Turkey. In the research, participants were determined with the convenience sampling method and the data was gathered through face to face survey method. In the analyses of relationships between and effects sizes of variables, Structural Equation Modeling was used. The results revealed that tourists’ risk perceptions about using online reservation technology have negative effects on TAM variables while cost perceptions have positive effects on these variables
The aim of this study is to determine how tourists’ online booking sites related risk and cost perceptions affect their adoption level of this technology. In order to detect tourists’ adoption level, Technology Acceptance Model (TAM) was adapted to online reservation technology. In this context, relationships between perceived risk, perceived cost, and the variables of TAM which are perceived ease of use, perceived usefulness, and behavioral intentions were tested. The participants of the study were 242 Russian tourists visiting Antalya, which is an important touristic destination in Turkey. In the research, participants were determined with the convenience sampling method and the data was gathered through face to face survey method. In the analyses of relationships between and effects sizes of variables, Structural Equation Modeling was used. The results revealed that tourists’ risk perceptions about using online reservation technology have negative effects on TAM variables while cost perceptions have positive effects on these variables.
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Primary Language en
Journal Section Articles
Authors

Author: Assist. Prof. Volkan ÖZBEK

Author: Lect. Mustafa GÜNALAN

Author: Assist. Prof. Fatih KOÇ

Author: Nisa ŞAHİN

Author: Eda KAŞ

Bibtex
APA ÖZBEK, A , GÜNALAN, L , KOÇ, A , ŞAHİN, N , KAŞ, E . (). . , 13 (2), 227-244. DOI: 10.18026/cbusos.49782
MLA ÖZBEK, A , GÜNALAN, L , KOÇ, A , ŞAHİN, N , KAŞ, E . "". 13 (): 227-244 <http://dergipark.org.tr/cbayarsos/issue/4079/53906>
Chicago ÖZBEK, A , GÜNALAN, L , KOÇ, A , ŞAHİN, N , KAŞ, E . "". 13 (): 227-244
RIS TY - JOUR T1 - AU - Assist. Prof. Volkan ÖZBEK , Lect. Mustafa GÜNALAN , Assist. Prof. Fatih KOÇ , Nisa ŞAHİN , Eda KAŞ Y1 - 2015 PY - 2015 N1 - doi: 10.18026/cbusos.49782 DO - 10.18026/cbusos.49782 T2 - Celal Bayar Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 227 EP - 244 VL - 13 IS - 2 SN - 1304-4796-2146-2844 M3 - doi: 10.18026/cbusos.49782 UR - https://doi.org/10.18026/cbusos.49782 Y2 - 2019 ER -
EndNote %0 Celal Bayar Üniversitesi Sosyal Bilimler Dergisi %A Assist. Prof. Volkan ÖZBEK , Lect. Mustafa GÜNALAN , Assist. Prof. Fatih KOÇ , Nisa ŞAHİN , Eda KAŞ %T %D 2015 %J Celal Bayar Üniversitesi Sosyal Bilimler Dergisi %P 1304-4796-2146-2844 %V 13 %N 2 %R doi: 10.18026/cbusos.49782 %U 10.18026/cbusos.49782
ISNAD ÖZBEK, Assist. Prof. Volkan , GÜNALAN, Lect. Mustafa , KOÇ, Assist. Prof. Fatih , ŞAHİN, Nisa , KAŞ, Eda . "". Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 13 / 2 (July 2015): 227-244. https://doi.org/10.18026/cbusos.49782