Analysis of the Extended Technology Acceptance Model in Online Travel Products

Abstract

This study integrates perceived enjoyment and perceived trust into a technology acceptance model (TAM) to understand consumer’s acceptance of online travel products. The data were collected by e-mail questionnaire technique. Furthermore, partial least squares structural equation modelling was applied for data analysis because of the data were non-normally distributed and sample size was small. Structural equation model reveals that perceived ease of use, perceived enjoyment and perceived trust influence consumers’s attitudes toward online shopping. Perceived enjoyment has strong effect on perceived usefulness. Moreover, perceived usefulness has a stronger influence on behavioral intention than on attitudes toward online shopping

Keywords

• Extended technology acceptance model,Perceived enjoyment,Perceived trust,Online travel products

Online seyahat ürünlerinde genişletilmiş teknoloji kabul modelinin analizi

Abstract

Bu çalışmada tüketicilerin online seyahat ürünleri kabulunun anlaşılmasında, teknoloji kabul modeli (TAM) algılanan eğlence ve algılanan güvenlik boyutları ile genişletilmiştir. Çalışmanın verileri e-mail yoluyla anket tekniği ile toplanmıştır. Verilerin normal dağılmaması ve örneklem boyutunun küçük olması nedeniyle verilerin analizi için kısmi en küçük kareler tekniği kullanılmıştır. Yapısal eşitlik modeli ile, algılanan kullanım kolaylığı, algılanan eğlence ve algılanan güvenin tüketicilerin online alışverişe yönelik tutumlarını etkilediği ortaya çıkarılmıştır. Algılanan eğlence, algılanan kullanışlılık üzerinde güçlü bir etkiye sahiptir. Ayrıca, algılanan kullanışlılık, online alışverişe karşı tutuma göre davranışsal niyet üzerinde daha güçlü bir etkiye sahiptir

Keywords

• Genişletilmiş teknoloji kabul modeli,Algılanan eğlence,Algılanan güven,Online seyahat ürünleri

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