Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users

Azdel, A; Khalid, Hasbuddin; Radzi, Salleh Mohd; Yusof, Raja Nerina Raja

doi:10.1201/9781315386980-87

Cited by 2 publications

(8 citation statements)

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“…The TR dimension featuring the four attributes; optimism, innovativeness, discomfort and insecurity, has been empirically studied in various settings, specifically on technology adoption and utilisation and attitude towards technology-based service (Demirci and Ersoy, 2008;Esen and Erdo� gmus ¸, 2014;Guhr et al, 2013;Roumeliotis and Maria, 2014). Many scholars have the same outcome and approve of the impact of TR towards behavioural intention on online service technology (Azdel et al, 2016;Lanseng and Andreassen, 2007;Tsourela and Roumeliotis, 2015). Specifically, according to Lin and Hsieh (2006), the satisfaction and behavioural intention to utilise online service technology will increase if the TR of customers increases.…”

Section: Literature and Hypothesesmentioning

confidence: 99%

“…His study found that it is significantly different from their behavioural intention. Since numerous studies hypothesised that TR would influence behavioural intention towards online service technology (Azdel et al, 2016;Hailey Shin et al, 2021;Huy et al, 2019;€ Ozekici and K€ uç€ ukergin, 2022), it is proposed for this research that:…”

Section: Literature and Hypothesesmentioning

confidence: 99%

“…Research conducted by Lanseng and Andreassen (2007) has indicated that higher scores on consumers' TR signify a greater level of comfort and willingness to adopt new technology across various contexts. Therefore, integrating TR with well-established technology adoption models, such as the UTAUT2, has the potential to enhance the predictive power for actual technology adoption and online service usage (Azdel et al, 2016;Hailey Shin et al, 2021;Huy et al, 2019). This integration acknowledges the significance of individuals' underlying technology beliefs in shaping their attitudes and intentions towards technology adoption.…”

Section: Literature and Hypothesesmentioning

confidence: 99%

“…Parasuraman (2000) has further supported the relationship between TR and individuals' inclination to use technology. Moreover, research by Azdel et al (2016) and Liljander et al (2006) has demonstrated that TR positively and negatively influences customers' attitudes toward online service technology. Specifically, TR positively impacts attitudes through optimism and innovativeness while negatively influencing attitudes through discomfort and insecurity.…”

Section: Literature and Hypothesesmentioning

confidence: 99%

“…TR is pivotal in understanding customers' acceptance and use of OTAs (Azdel et al ., 2016; Lee et al ., 2012; Parasuraman, 2000; Silva et al ., 2019). Readiness levels often drive people to conventional methods over online systems (Lin and Hsieh, 2006; Toh et al ., 2011; Yohanna, 2022).…”

Section: Introductionmentioning

confidence: 99%

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Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings

Azdel,

Awang,

Yusof

et al. 2023

APJML

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PurposeThis paper delves into the multi-faceted factors influencing the adoption and utilisation of online travel agencies (OTAs) for reserving hotel accommodations. The study aims to expand upon the unified theory of acceptance and use of technology (UTAUT2) framework to accomplish this objective by integrating the critical dimension of technology readiness (TR).Design/methodology/approachFour hundred and fifty-three (453) inbound tourists were asked to share their feedbacks on their recent OTA booking experience. Structural equation modelling (SEM) was used to confirm the study model and test the study hypotheses.FindingsThis study found that the motivating TR attributes favourably affect the acceptance and actual use of OTAs, while the inhibitors TR reflects adverse effects on OTA’s usage. On the other hand, the OTAs usage attributes: performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value and habit are all significant determinants of consumers' behavioural intention.Originality/valueThe originality of this study lies in providing a more comprehensive explanation and prediction of consumer behaviour in relation to OTAs. Specifically, it recognises the importance of TR as a significant determinant of technology adoption and usage within the service industry realm.

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Section: Literature and Hypothesesmentioning

confidence: 99%

Section: Literature and Hypothesesmentioning

confidence: 99%

Section: Literature and Hypothesesmentioning

confidence: 99%

Section: Literature and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings

Azdel,

Awang,

Yusof

et al. 2023

APJML

View full text Add to dashboard Cite

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A Concept on Malaysia’s Travel Agency Readiness in Adopting Online Booking Platform

Aziz¹,

Bakri²,

Ahmad³

et al. 2023

IJARBSS

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The idea of an integrated booking platform is a venue for all tourism-related services such as booking of air tickets, bus tickets, ferry tickets, accommodations, transfers, tours, entrance fees to tourist attractions, theatre tickets, arts & culture shows, and many more can be done using one platform and at one click. According to a survey done by Tourism Malaysia in April 2020, Survey on Domestic Travel in Malaysia After Movement Control Order (MCO), 13,797 respondents were recorded. It was recorded 58.6% of respondents book their tour packages with Online Travel Agency (OTA). The challenge industry players need to adopt new innovative methods to remain visible in the market and offer a new experience to travelers. The main purpose of this study is to investigate the insight into Malaysia's tourism industry players' readiness toward adopting online booking platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT). This study will use non-probability through purposive sampling in which the population is among the travel agencies registered with the Ministry of Tourism, Culture, and Arts (MOTAC) operating in Kuala Lumpur and Selangor. Kuala Lumpur and Selangor travel agencies were chosen because they have superior internet connectivity, are more exposed to changing consumer needs, and are thus more receptive to incorporating technology into their business models. In the practical aspect, this study undoubtedly gives the means to understand industry players' behavior toward I.T.-based marketing platforms and their readiness to shift their minds to stay competitive. This study also identifies their primary concern in adopting an online booking platform to enhance their business market segmentation and ease of managing it, whether the industry players need to be adequately trained in marketing and managing an online booking platform.

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Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users

Cited by 2 publications

References 1 publication

Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings

Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings

A Concept on Malaysia’s Travel Agency Readiness in Adopting Online Booking Platform

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