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

Year 2015, Volume: 13 Issue: 2, 227 - 244, 06.07.2015

Assist. Prof. Volkan Özbek , Lect. Mustafa Günalan Assist. Prof. Fatih Koç Nisa Şahin , Eda Kaş

https://doi.org/10.18026/cbusos.49782

Cited By: 1

Abstract

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

Keywords

Perceived risk, Cost, Technology acceptance model, Perceived usefulness, Perceived ease of use

RİSK VE MALİYET ALGILARININ TEKNOLOJİ KABULÜNE ETKİLERİ: TURİSTLERİN ONLİNE REZERVASYON KULLANIMI ÜZERİNE BİR ÇALIŞMA

Abstract

Bu çalışmanın temel amacı, turistlerin online rezervasyon sitelerinin
kullanımına ilişkin risk ve maliyet algılarının, online rezervasyon teknolojisini
kabullerini nasıl etkilediğini belirlemektir. Turistlerin online rezervasyon
teknolojisini kabul seviyelerini belirlemek amacıyla, Teknoloji Kabul Modeli
online rezervasyon teknolojisine uyarlanmıştır. Bu bağlamda algılanan risk ve
algılanan maliyet değişkenleri ile Teknoloji Kabul Modelinin değişkenleri olan
algılanan kullanım kolaylığı, algılanan kullanışlılık ve kullanıma yönelik
davranışsal niyetler değişkenleri arasındaki ilişkiler test edilmiştir.
Araştırmanın katılımcıları, Türkiye’nin önemli bir destinasyon merkezi olan
Antalya’yı ziyaret etmekte olan 242 Rus turistten oluşmaktadır. Araştırmanın
katılımcıları kolayda örneklem yöntemiyle belirlenmiş ve veriler yüz yüze
anket yöntemi kullanılarak toplanmıştır. Değişkenler arası ilişki ve etkilerin
analizinde Yapısal Eşitlik Modellemesi kullanılmıştır. Analiz sonuçları,
turistlerin online rezervasyon teknolojisini kullanmaya ilişkin risk algılarının
Teknoloji Kabul Modeli değişkenleri üzerinde olumsuz etkisi olduğunu
gösterirken, maliyet algılarının bu değişkenler üzerinde olumu etkisi olduğunu
ortaya koymaktadır.

Keywords

Algılanan risk, Maliyet, Teknoloji Kabul Modeli, Algılanan Kullanışlılık, Algılanan kullanım kolaylığı

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