Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users

The pace of technology advancement is faster than ever before. The key to success is when the business focuses on online service technology, particularly online travel agencies (OTA) that enables easier and convenient room reservation. However, most of the recent technology acceptance studies have n...

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Main Author:	Abdul Aziz, Azdel
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Travel agents - Management Tourism - Psychological aspects Travelers - Psychology
Online Access:	http://psasir.upm.edu.my/id/eprint/84630/1/GSM%202019%2024%20IR.pdf
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id	my-upm-ir.84630
record_format	uketd_dc
spelling	my-upm-ir.846302021-02-25T02:38:07Z Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users 2019-07 Abdul Aziz, Azdel The pace of technology advancement is faster than ever before. The key to success is when the business focuses on online service technology, particularly online travel agencies (OTA) that enables easier and convenient room reservation. However, most of the recent technology acceptance studies have not addressed the consumers’ psychological traits or general belief towards the new adoption of certain systems. In Malaysia, the application of OTA has not been empirically measured to any great extent, where the implementation of this type of reservation system is still in the early stage. It is therefore important to gain an in-depth understanding of the system by examining technology readiness as the psychographic factor and the technology acceptance on customers’ OTA experiences. A survey questionnaire among customers, who have used OTA has been undertaken with a total of 453 respondents where all the data were found usable. The survey was conducted at Malaysia airports. The results from the descriptive analysis revealed that most of the respondents believed technologies can enhance and improve flexibility, efficiency, and control over their daily lives. The outcome also indicated that the respondents were not pioneers in using and owning new technologies. Their main concern is the security of using new technology especially if it involves monetary and personal identity in the transaction. The findings also proved that the Unified Theory of Acceptance and Use of Technology mediates the relationship between Technology Readiness (TR) and Behavioral Intention. The knowledge in this area can benefit the managers in fine-tuning their product positioning as well as communication strategies in order to align the TR profiles of a potential customer based on the different stages involved in the product lifecycle. Travel agents - Management Tourism - Psychological aspects Travelers - Psychology 2019-07 Thesis http://psasir.upm.edu.my/id/eprint/84630/ http://psasir.upm.edu.my/id/eprint/84630/1/GSM%202019%2024%20IR.pdf text en public doctoral Universiti Putra Malaysia Travel agents - Management Tourism - Psychological aspects Travelers - Psychology Awang, Khairil Wahidin
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Awang, Khairil Wahidin
topic	Travel agents - Management Tourism - Psychological aspects Travelers - Psychology
spellingShingle	Travel agents - Management Tourism - Psychological aspects Travelers - Psychology Abdul Aziz, Azdel Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
description	The pace of technology advancement is faster than ever before. The key to success is when the business focuses on online service technology, particularly online travel agencies (OTA) that enables easier and convenient room reservation. However, most of the recent technology acceptance studies have not addressed the consumers’ psychological traits or general belief towards the new adoption of certain systems. In Malaysia, the application of OTA has not been empirically measured to any great extent, where the implementation of this type of reservation system is still in the early stage. It is therefore important to gain an in-depth understanding of the system by examining technology readiness as the psychographic factor and the technology acceptance on customers’ OTA experiences. A survey questionnaire among customers, who have used OTA has been undertaken with a total of 453 respondents where all the data were found usable. The survey was conducted at Malaysia airports. The results from the descriptive analysis revealed that most of the respondents believed technologies can enhance and improve flexibility, efficiency, and control over their daily lives. The outcome also indicated that the respondents were not pioneers in using and owning new technologies. Their main concern is the security of using new technology especially if it involves monetary and personal identity in the transaction. The findings also proved that the Unified Theory of Acceptance and Use of Technology mediates the relationship between Technology Readiness (TR) and Behavioral Intention. The knowledge in this area can benefit the managers in fine-tuning their product positioning as well as communication strategies in order to align the TR profiles of a potential customer based on the different stages involved in the product lifecycle.
format	Thesis
qualification_level	Doctorate
author	Abdul Aziz, Azdel
author_facet	Abdul Aziz, Azdel
author_sort	Abdul Aziz, Azdel
title	Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
title_short	Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
title_full	Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
title_fullStr	Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
title_full_unstemmed	Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
title_sort	perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users
granting_institution	Universiti Putra Malaysia
publishDate	2019
url	http://psasir.upm.edu.my/id/eprint/84630/1/GSM%202019%2024%20IR.pdf
_version_	1747813495326375936

Perspectives on technology readiness, unified theory of acceptance and use of technology, and behavioral intention of online travel agency users

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