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...

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Main Authors:	Norzalita Abd Aziz, Ainin Sulaiman, Ghazali Musa
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2008
Online Access:	http://journalarticle.ukm.my/8082/ http://journalarticle.ukm.my/8082/ http://journalarticle.ukm.my/8082/1/850-1623-1-SM.pdf

id	ukm-8082
recordtype	eprints
spelling	ukm-80822016-12-14T06:46:09Z http://journalarticle.ukm.my/8082/ Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications Norzalita Abd Aziz, Ainin Sulaiman, Ghazali Musa, 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. Penerbit Universiti Kebangsaan Malaysia 2008 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/8082/1/850-1623-1-SM.pdf Norzalita Abd Aziz, and Ainin Sulaiman, and Ghazali Musa, (2008) Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications. Jurnal Pengurusan, 27 . pp. 105-128. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/209
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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.
format	Article
author	Norzalita Abd Aziz, Ainin Sulaiman, Ghazali Musa,
spellingShingle	Norzalita Abd Aziz, Ainin Sulaiman, Ghazali Musa, Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
author_facet	Norzalita Abd Aziz, Ainin Sulaiman, Ghazali Musa,
author_sort	Norzalita Abd Aziz,
title	Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
title_short	Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
title_full	Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
title_fullStr	Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
title_full_unstemmed	Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
title_sort	predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2008
url	http://journalarticle.ukm.my/8082/ http://journalarticle.ukm.my/8082/ http://journalarticle.ukm.my/8082/1/850-1623-1-SM.pdf
first_indexed	2023-09-18T19:51:28Z
last_indexed	2023-09-18T19:51:28Z
_version_	1777406248386297856

Predicting the influence of travel web site effectiveness characteristics on technology acceptance and its marketing implications

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