Integrating the Technology Acceptance Model and Satisfaction to Understand Drivers of Online Travel Booking Behavior

摘要

Since the emergence of electronic commerce the tourism industry has undergone a substantial transformation. Especially travel agencies that are faced with growing online competition are increasingly dependent on achieving online sales. This study investigates antecedents of consumers' intention to book trips online on travel agencies' websites. The research draws on an integrated research model based on the technology acceptance model and customer satisfaction as introduced in the DeLone and McLean model on information system success. Two alternative models were tested: A parsimonious basic model includes information quality and system quality as object-based beliefs that influence satisfaction as an object-based attitude. The second model is extended and includes a third object-based belief, that is, service quality. Satisfaction is hypothesized to impact perceived usefulness that is a driver of perceived ease of use and online booking intention. Both models were tested with survey data from 292 consumers. The study provides several scholarly and managerial implications for the online distribution of tourism services.