The Evaluation of Tourists’ Online Purchasing Behaviors Using Technology Acceptance Model (TAM)

Abstract

Today, tourists increasingly purchase holiday packages online rather than traditional purchasing method. However, research give more importance to online travel purchasing and online purchasing behaviors of tourists. In this context, the purpose of this study is to find out online holiday purchasing behaviors of tourists using TAM and the relationships between purchasing behaviors of tourists with TAM. For this purpose, data were collected from 403 academic staff working at Karabük University using a structured questionnaire. Results show that perceived ease of use, perceived usefulness and trust had positive impact on e-purchase attitudes and intentions of tourists; while perceived risk had negative impacts. Therefore, tourism enterprises should organize their websites considering tourists’ internet purchasing behaviors.

Keywords

• Technology Acceptance Model
• e-holiday purchasing behaviour
• academic staff

Turistlerin Online Ortamda Tatil Satın Alma Davranışının Teknoloji Kabul Modeli (TKM) ile Değerlendirilmesi

Öz

Günümüzde artan bir şekilde turistlerin geleneksel satın alma metotlarından ziyade online olarak tatil satın aldıkları görülmektir. Bununla birlikte araştırmalar çevrimiçi seyahat satın alma ve davranışları üzerinde önemle durmaktadır. Bu araştırmanın amacı, internet üzerinden tatil satın alan turistlerin tatil satın alma davranışlarının TKM kullanarak belirlenmesi ve turistlerin tatil satın alma davranışları ile TKM arasındaki ilişkilerin belirlenmesidir. Bu amaçla, Karabük Üniversitesinde internet üzerinden tatil satın alan 403 akademisyenden anket tekniği ile veri toplanmıştır. Sonuçlar, akademisyenlerin e-tatil satın alma davranışlarında, algılanan kullanım kolaylığı, algılanan kullanışlılık ve güven boyutlarının e-tatil satın alma tutum ve niyetlerini pozitif yönde etkilediğini; algılanan riskin ise e-tatil satın alma tutum ve niyetini negatif olarak etkilediğini ortaya koymaktadır. Bu nedenle e-tatil satan turizm işletmeleri, web sitelerini turistlerin çevrimiçi satın alma davranışlarını dikkate alarak düzenlemelidir.

Anahtar Kelimeler

• Teknoloji Kabul Modeli
• e-Tatil Satın Alma Davranışı
• Akademik Personel

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