Understanding tourist mobile hotel booking behaviour: Incorporating perceived enjoyment and perceived price value in the modified Technology Acceptance Model

Abstract

This study examines how mobile technology adoption influences customers' intention to book hotel rooms via smartphone. This study empirically incorporated perceived enjoyment and perceived value in the modified Technology Acceptance Model (m-TAM) and tested it as a unified model. Partial Least Square-Structural equation modelling (PLSSEM) was applied to estimate the proposed research framework based on the survey data collected from 386 travellers who booked hotels via their smartphones. The structural model confirms perceived usefulness, perceived ease of use, perceived enjoyment, and perceived price value significantly influence consumers' behavioural intentions toward mobile hotel booking. This study confirms that TAM can be extended and employed to predict and explain the acceptance of the new technologies in service industries. This study also provides valuable theoretical contributions in developing and testing related theories and practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology suppliers.

Using technology acceptance model to discuss factors in university employees’ behavior intention to apply social media

“…Both technical capability, which may be loosely described as the amount to which an individual is ready to explore new technologies, and technological capability have been proven to have positive and direct effects on users' judgments of the ease of using new technologies (Doulani, 2019;Mohamad et al, 2021). Perceived ease of usage would be significantly influenced by technological capacity (Brown, 2002;Daryanto et al, 2019).…”

“…Technology capability, defined as the extent to which an individual is willing to try new technologies, and technological capability shown positive and direct effects on users' perceptions of the ease of using new technologies (Doulani, 2019;Mohamad et al, 2021). Acceptance of technology depended on individual job functions, positions, and tenure; also, prior experience with various computer systems influenced attitudes about the usage of information technology (Dai et al, 2020;Rad et al, 2022).…”

Acceptance of Consumer-Oriented Health Information Technologies (CHITs): Integrating Technology Acceptance Model with Perceived Risk

“…Thus, various researchers used behavioural intention to surrogate actual behaviour and were defined as consumers' intent to use the new technology or medium [46,56]. On the other hand, positive attitudes toward a new system resulted in solid intentions to use that system, and this relationship has been proven in the various research setting [34,48,57,58]. In the context of CHITs, when the consumers favour its usefulness, ease of use, and offer low risk, their intention to use and actual usage would increase [52,30].…”

Tourism Economics

“…The rapid development of information and communication technologies has profoundly transformed the tourism and hospitality industries (Cheng et al 2018(Cheng et al , 2019Dickinger et al 2017;Fernández-Gámez et al 2020;Suzilo 2020). Consumers have changed the way they search for information, book services and communicate their experiences, thereby disrupting traditional distribution routes (Fernández-Gámez et al 2020;Mohamad et al 2021;Núñez-Tabales et al 2020;Pinto and Castro 2019;Suzilo 2020) and making online booking the main channel of business (Cheng et al 2019;Fernández-Gámez et al 2020;Suzilo 2020). New business models have emerged such as online reservation systems and sharing economy platforms, also called peer-to-peer (P2P) platforms (Fernández-Gámez et al 2020;Guttentag 2015;Suzilo 2020;Veiga et al 2018).…”