Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
There is a growing reliance on web sites of tourism and travel related product/services promotion. The Internet or web site can be a powerful tourism communication tool if used in a proper way. Thus, identification of travel web site effectiveness characteristics based on travellers/internet use...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2008
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| Online Access: | http://journalarticle.ukm.my/8082/ http://journalarticle.ukm.my/8082/ http://journalarticle.ukm.my/8082/1/850-1623-1-SM.pdf |
| Summary: | There is a growing reliance on web sites of tourism and travel related
product/services promotion. The Internet or web site can be a powerful
tourism communication tool if used in a proper way. Thus, identification of
travel web site effectiveness characteristics based on travellers/internet
users' expectation is necessary. This paper explores the travel web site
effectiveness characteristics and their relationships with the extrinsic
motivation and intrinsic motivation of technology acceptance. Here, an
attempt is made to explain internet users' beliefs using Technology Acceptance
Model with data collected from 679 internet users/travellers. Factor analysis
reveals three dimensions of travel web effectiveness characteristics were
derived, namely: 1) Technical Adequacy & Customization. 2) System Quality
& Specific Content and 3) Web Appearance. Additional procedures are
employed in order not to violate the assumptions of the mUltiple regressions.
Tabachnick and Fidell (2007) suggested that if there is very strong correlation
between independent variables with r value more than 0.75, there is a need
to drop one of the variables or forming a composite variable. The correlation
between Technical Adequacy & Customization and System Quality & Specific
Content is high (r = 0.79). Thus, a new composite variable is created by
taking the mean values of both variables. The new variable is labelled as
Technical Adequacy & System Quality. The multiple regression results show
that Travel Web Site Effectiveness Characteristics have direct influence on
Extrinsic Motivation and Intrinsic Motivation of technology acceptance.
However, Technical Adequacy & System Quality is more influential in
explaining Extrinsic Motivation and Intrinsic Motivation with beta value
higher than Web Appearance. |
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