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

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

doi:10.18026/cbusos.49782

EN TR

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

Öz

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

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Assist. Prof. Volkan Özbek

Lect. Mustafa Günalan Bu kişi benim

Assist. Prof. Fatih Koç Bu kişi benim

Nisa Şahin

Eda Kaş Bu kişi benim

Yayımlanma Tarihi

6 Temmuz 2015

Gönderilme Tarihi

6 Temmuz 2015

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 2015 Cilt: 13 Sayı: 2

DOI

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

IZ

https://izlik.org/JA68LE97JS

APA

Özbek, A. P. V., Günalan, L. M., Koç, A. P. F., Şahin, N., & Kaş, E. (2015). The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 13(2), 227-244. https://doi.org/10.18026/cbusos.49782

AMA

1.Özbek APV, Günalan LM, Koç APF, Şahin N, Kaş E. The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 2015;13(2):227-244. doi:10.18026/cbusos.49782

Chicago

Özbek, Assist. Prof. Volkan, Lect. Mustafa Günalan, Assist. Prof. Fatih Koç, Nisa Şahin, ve Eda Kaş. 2015. “The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking”. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 13 (2): 227-44. https://doi.org/10.18026/cbusos.49782.

EndNote

Özbek APV, Günalan LM, Koç APF, Şahin N, Kaş E (01 Temmuz 2015) The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 13 2 227–244.

IEEE

[1]A. P. V. Özbek, L. M. Günalan, A. P. F. Koç, N. Şahin, ve E. Kaş, “The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking”, Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, c. 13, sy 2, ss. 227–244, Tem. 2015, doi: 10.18026/cbusos.49782.

ISNAD

Özbek, Assist. Prof. Volkan - Günalan, Lect. Mustafa - Koç, Assist. Prof. Fatih - Şahin, Nisa - Kaş, Eda. “The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking”. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 13/2 (01 Temmuz 2015): 227-244. https://doi.org/10.18026/cbusos.49782.

JAMA

1.Özbek APV, Günalan LM, Koç APF, Şahin N, Kaş E. The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 2015;13:227–244.

MLA

Özbek, Assist. Prof. Volkan, vd. “The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking”. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, c. 13, sy 2, Temmuz 2015, ss. 227-44, doi:10.18026/cbusos.49782.

Vancouver

1.Assist. Prof. Volkan Özbek, Lect. Mustafa Günalan, Assist. Prof. Fatih Koç, Nisa Şahin, Eda Kaş. The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi. 01 Temmuz 2015;13(2):227-44. doi:10.18026/cbusos.49782