Analysis of the Extended Technology Acceptance Model in Online Travel Products

Yıl 2017, Cilt: 8 Sayı: 2, 45 - 61, 30.12.2017

Nurdan Sevim , Deniz Yüncü Elif Eroğlu Hall

https://doi.org/10.5505/iuyd.2017.03522

Cited By: 9

Öz

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

Anahtar Kelimeler

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

Online seyahat ürünlerinde genişletilmiş teknoloji kabul modelinin analizi

Öz

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

Anahtar Kelimeler

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

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