Re-examining perceived usefulness and ease of use in online booking

Deniz Küçükusta · Rob Law · Alia Besbes Sahli · Patrick Legohérel

163 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Technology Adoption and User Behaviour Diverse Aspects of Tourism Research Health, Technology, Consumer Behavior

Abstract

Purpose – This paper aims to report the findings of an empirical research focusing on Hong Kong online users’ intention to book online tourism products with latest figures. Focusing on the technology acceptance model (TAM), this case study extends the recent research with providing insight regarding the online users’ perceptions of TAM dimensions and how these dimensions are perceived among different demographic groups and Internet usage characteristics with latest figures in Hong Kong, a major tourism destination in Asia with many world-class hotels. Design/methodology/approach – A total of 213 Hong Kong online users were surveyed in March and April 2013 in Hong Kong business districts. Findings – Findings reveal that most respondents who use the Internet for booking online travel products are young, and people above a certain age are not likely to favor booking tourism products online. They are more likely to stick to traditional personal service. Perceived usefulness of the Internet is found more influential than its ease of use in forming a usage intention, and ease of use is perceived more important by jobseekers, student and employees than the other profession groups. In addition, respondents who use the Internet every day and did purchase online tourism product perceived usefulness more important than ease of use. Research limitations/implications – The generalization of this research is limited by its sample size and number of questions. Originality/value – The study gives a new perspective by linking TAM with intention to book online in Hong Kong. The paper would be of interest to the Web site planners or online tourism practitioners to consider Web site usefulness as much as its ease of its use, as both usefulness and ease of use of tourism Web sites are strong predictors of intention to book online.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1985From Intentions to Actions: A Theory of Planned Behavior 1995Understanding Information Technology Usage: A Test of Competing Models 2000Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage1 2002Why do people use information technology? A critical review of the technology acceptance model 1991Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior

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