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

Mohamad Amiruddin Mohamad, Mohd Hafiz Hanafiah, Salleh Mohd Radzi

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 (PLS-SEM) 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.


Keywords


Mobile Hotel Booking; Technology Acceptance Model (TAM); Perceived Enjoyment; Perceived Price Value

Full Text:

PDF

References


Abdullah, D., Jayaraman, K., & Kamal, S. B. M. (2016). A Conceptual Model of Interactive Hotel Website: The Role of Perceived Website Interactivity and Customer Perceived Value Toward Website Revisit Intention. Procedia Economics and Finance, 37, 170–175. http://doi.org/10.1016/S2212-5671(16)30109-5

Abdullah, D., Jayaraman, K., Shariff, D. N., Bahari, K. A., & Nor, N. M. (2017). The effects of perceived interactivity, perceived ease of use and perceived usefulness on online hotel booking intention: A conceptual framework. International Academic Research Journal of Social Science, 3(1), 16-23.

Abdullah, D., Radzi, S. M., Jamaluddin, M. R., & Patah, M. O. R. A. (2010). Hotel web site evaluation and business travelers' preferences. ICETC 2010 - 2010 2nd International Conference on Education Technology and Computer, 3, 485–488.

Agag, G., & El-Masry, A. A. (2016). Understanding the determinants of hotel booking intentions and moderating role of habit. International Journal of Hospitality Management, 54, 52-67.

Ajzen, I (1991). The theory of planned behavior. Organisation Behavior and Human Decision Processes, 50(2), 79-211

Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55, 100-110.

Albers, M. J. (2017). Introduction to Quantitative Data Analysis in the Behavioral and Social Sciences. New York: John Wiley & Sons.

Amaro, S., & Duarte, P. (2015). An Integrative Model of Consumers Intentions to Purchase Travel Online. Tourism Management, 46, 64-79.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.

Bhatiasevi, V., & Yoopetch, C. (2015). The Determinants of Intention to Use Electronic Booking among Young Users in Thailand. Journal of Hospitality and Tourism Management, 23, 1–11.

Chan, L. L., & Idris, N. (2017). Validity and reliability of the instrument using exploratory factor analysis and Cronbach's alpha. International Journal of Academic Research in Business and Social Sciences, 7(10), 400-410.

Chen, J. V., Yen, D. C., & Chen, K. (2009). The Acceptance and Diffusion of the Innovative Smart Phone Use: A Case Study of a Delivery Service Company in Logistics. Information and Management, 46(4), 241-248.

Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690). Springer, Berlin, Heidelberg.

Chin, L. P., & Ahmad, Z. A. (2015). Perceived Enjoyment and Malaysian Consumers' Intention to Use a Single Platform E-Payment. In SHS Web of Conferences (Vol. 18). EDP Sciences.

Chong, A. Y. (2013). A Two-Staged SEM-Neural Network Approach for Understanding and Predicting the Determinants of M-Commerce Adoption. Expert Systems with Applications, 40(4), 1240-1247. doi:10.1016/j.eswa.2012.08.067

Chong, A. Y. L., (2013) "A Two-Staged SEM-Neural Network Approach for Understanding and Predicting the Determinants of M-Commerce Adoption", Expert Systems with Applications, 40(4), 1240-1247.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111–1132.

Davis, F.D., (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly. 13(3), 319-340.

Davis, Fred D., Bagozzi, R. & Warshaw, P. (1989). User Acceptance of Computer Technology: A Comparison of Two theoretical models," Management Science, 35, 982-1003

Department of Statistics Malaysia. (2019). Federal Territory of Kuala Lumpur Population at a Glance. Retrieved November 30, 2019, from https://www.dosm.gov.my

Dias, S. F., & Afonso, V. A. (2020). Innovative Business Models in Tourism and Hospitality: Going Mobile? In Strategic Business Models to Support Demand, Supply, and Destination Management in the Tourism and Hospitality Industry (pp. 164-184). IGI Global.

Dwivedi, Y. K., Tamilmani, K., Williams, M. D., & Lal, B. (2014). Adoption of M-commerce: Examining factors affecting intention and behaviour of Indian consumers. International Journal of Indian Culture and Business Management, 8(3), 345. doi:10.1504/ijicbm.2014.060365

Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Fong, L. H. N., Lam, L. W., & Law, R. (2017). How locus of control shapes intention to reuse mobile apps for making hotel reservations: Evidence from Chinese consumers. Tourism Management, 61, 331-342.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 382-388.

Gao, S., Krogstie, J., & Siau, K. (2014). Adoption of Mobile Information Services: An Empirical Study. Mobile Information Systems, 10(2), 147-171. doi:10.1155/2014/146435

Gurtner, S., Reinhardt, R., & Soyez, K. (2014). Designing mobile business applications for different age groups. Technological Forecasting and Social Change, 88, 177-188.

Hahn, S., Yoon, J.-H., & Kim, J.-M. (2014). Extending the Technology Acceptance Model to Examine the Intention to Use Tourism Applications on Smartphone. Hotel Management Research Volume 23(3), 19-40.

Hanafiah, M. H. (2020). Formative Vs. Reflective Measurement Model: Guidelines for Structural Equation Modeling Research. International Journal of Analysis and Applications, 18(5), 876-889.

Hair, J. F., Money, A. H., Samouel, P., & Page, M. (2007). Research Methods for Business. England: John Wiley & Sons Ltd.

Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106-121.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New Challenges to International Marketing (pp. 277-319). Emerald Group Publishing Limited.

Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.

Hill, R. (1998). What sample size is "enough" in internet survey research? Interpersonal Computing and Technology: An Electronic Journal for the 21st Century, 6(3-4).

Huang, J., Lin, Y., & Chuang, S. (2007). Elucidating user behavior of mobile learning. The Electronic Library, 25(5), 585-598. doi:10.1108/02640470710829569 8

Hussain, A., Mkpojiogu, E. O., & Yusof, M. M. (2016). Perceived usefulness, perceived ease of use, and perceived enjoyment as drivers for the user acceptance of interactive mobile maps. AIPC, 1761(1), 20-51.

Huynh, Q. L., & Thi, T. L. (2014). The Mediating Role of the Perceived Usefulness in the Acceptance of E-learning. International Journal of Humanities and Social Science Invention, 3(2), 37-42.

Jeon. J., (2015). The Strengths and Limitations of the Statistical Modeling of Complex Social Phenomenon: Focusing on SEM, Path Analysis, or Multiple Regression Models. International Journal of Social, Behavioral, Economic, Business and Industrial Engineering, 9(5), 1634–1642.

Jiang, G., Peng, L., & Liu, R. (2015). Mobile Game Adoption in China: The Role of TAM and Perceived Entertainment, Cost, Similarity and Brand Trust. International Journal of Hybrid Information Technology, 8(4), 213-232. doi:10.14257/ijhit.2015.8.4.24

Kaushik, A. K., Agrawal, A. K., & Rahman, Z. (2015). Tourist behaviour towards self-service hotel technology adoption: Trust and subjective norm as key antecedents. Tourism Management Perspectives, 16, 278-289.

Khalid, H., Shihab, E., Nagappan, M., & Hassan, A. E. (2015). What Do Mobile App Users Complain About? IEEE Software, 32(3), 70-77.

Khalid, N. (2014). The Role of Perceived Usefulness and Perceived Enjoyment in Assessing Students' Intention to Use LMS Using 3-Tum. Proceeding of the Global Summit on Education (pp. 425-432). Kuala Lumpur: WorldConferences.net .

Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behaviour, 26(3), 310-322

Kim, D., Park, J., & Morrison, A. M. (2008). A model of traveller acceptance of mobile technology. International Journal of Tourism Research, 10(5), 393-407.

Kim, H.W., H.C. Chan & S. Gupta (2007). "Value-based Adoption of Mobile Internet: An Empirical Investigation," Decision Support Systems (43), 111 –26.

Kim, J. (2016). An extended technology acceptance model in behavioral intention toward hotel tablet apps with moderating effects of gender and age. International Journal of Contemporary Hospitality Management, 28(8), 1535-1553. doi:10.1108/ijchm-06-2015-0289.

Kim, J., Christodoulidou, N. & Brewer, P. (2011), "Impact of individual difference and consumers' readiness on likelihood of using self-service technologies at hospitality settings". Journal of Hospitality and Tourism Research, 35(3), 85-114.

Kim, M. & Qu, H. (2014), "Travelers' behavioral intention toward hotel self-service kiosks usage". International Journal of Contemporary Hospitality Management, 26(2), 225-245.

Kim, S. H. (2008). Moderating effects of Job Relevance and Experience on mobile wireless technology acceptance: Adoption of a smartphone by individuals. Information & Management, 45(6), 387-393.

Kitcharoen, K. (2019). The effect of e-word of mouth (E-WOM) on various factors influencing customers' hotel booking intention. ABAC ODI Journal Vision. Action. Outcome, 6(1), 62.

Ko, Y. K. & Kim, K. H. (2011). Analysis on the factors that affect the user's intention of reusing mobile app-based tourism contents. Journal of the Korea Contents Association, 11(12), 844-855.

Krejcie, R. V, & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30, 607–610.

Kucukusta, D., Law, R., Sahli, A. B., & Legoherel, P. (2015). Re-examining perceived usefulness and ease of use in online booking: The case of Hong Kong online users. International Journal of Contemporary Hospitality Management, 2(27), 185-198.

Kumar, M., Salim Abdul Talib, Ramayah, T. (2013). Business Research Methods (1st ed.). India: Oxford Fajar Sdn. Bhd.

Kwon, J. M., Bae, J., & Blum, S. C. (2013). Mobile applications in the hospitality industry. Journal of Hospitality and Tourism Technology, 4(1), 81-92.

Law, R., Leung, R., Lo, A., Leung, D., & Fong, L. H. N. (2015). Distribution channel in hospitality and tourism: Revisiting disintermediation from the perspectives of hotels and travel agencies. International Journal of Contemporary Hospitality Management, 27(3), 431-452.

Lee, T. H. & Park, L. W. (2013). Study on utilisation and circulation toward smartphone application of travel agencies based on the extended technology acceptance model. Journal of Tourism Sciences, 37(6), 287-308.

Leong, L. Y., Hew, T. S., Ooi, K. B., & Lin, B. (2019). Do electronic word-of-mouth and elaboration likelihood model influence hotel booking?. Journal of Computer Information Systems, 59(2), 146-160.

Leong, L. Y., Ooi, K. B., Chong, A. Y. L., & Lin, B. (2011). Influence of individual characteristics, perceived usefulness and perceived ease of use on mobile entertainment adoption in Malaysia – an SEM approach. International Journal of Mobile Communications, 9(44), 359–382.

Leung, D., Fong, L. H. N., & Law, R. (2013). Assessing the visibility of hotels on smartphones: A case study of hotels in Hong Kong. In Information and communication technologies in tourism 2014 (pp. 841-854). Springer, Cham.

Leung, D., Lee, H.A., Fong, L Lee, K., Haque, A., & Maulan, S. (2018). Understanding the Effect of Consumer Perceptions on Buying Intention for Air Tickets Online in Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(2). doi:10.6007/ijarbss/v8-i2/3883

Liang, S., Schuckert, M., Law, R., & Masiero, L. (2017). The relevance of mobile tourism and information technology: an analysis of recent trends and future research directions. Journal of Travel & Tourism Marketing, 34(6), 732-748.

Linton, H., & Kwortnik, R. J. (2015). The Mobile Revolution Is Here: Are You Ready? Cornell Hospitality Report, 15(6), 1-18.

Liu X, Wei K. K. (2003). An empirical study of product differences in consumers' e-commerce adoption behavior. Electronic Commerce Research and Applications, 2, 229-239

Liu, C., & Cheng, T. (2015). Exploring critical factors influencing physicians' acceptance of mobile electronic medical records based on the dual-factor model: A validation in Taiwan. BMC Medical Informatics and Decision Making, 15(1). doi:10.1186/s12911-014-0125-3

Liu, G., & Tai, P. T. (2016). A Study of Factors Affecting the Intention to Use Mobile Payment Services in Vietnam. Economics World, 4(6). doi:10.17265/2328-7144/2016.06.001

Moorthy, K., Ling, C. S., Fatt, Y. W., Yee, C. M., Yin, E. C., Yee, K. S., & Wei, L. K. (2017). Barriers of Mobile Commerce Adoption Intention: Perceptions of Generation X in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 37-53. doi:10.4067/s0718-18762017000200004

Morosan, C. (2014), "Toward an integrated model of adoption of mobile phones for purchasing ancillary services in air travel". International Journal of Contemporary Hospitality Management, 27 (2), 246-271.

Muñoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2017). Determinants of intention to use the mobile banking apps: An extension of the classic TAM model. Spanish Journal of Marketing - ESIC, 21(1), 25-38.

Murphy, H. C., Chen, M. M., & Cossutta, M. (2016). An investigation of multiple devices and information sources used in the hotel booking process. Tourism Management, 52, 44-51.

Nikou, S. A., & Economides, A. A. (2015). The effects of Perceived Mobility and Satisfaction on the adoption of Mobile-based Assessment. Education, 7(8), 9-21.

Özbek, V., Günalan, M., Koç, F., Sahin, N. K., & Kas, E. (2015). The effects of perceived risk and cost on technology acceptance: A study on tourists' use of online booking. Journal of Social Sciences, 13(2), 23-34.

Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Mobile Hotel Booking Technology in the Hotel Industry. The 3rd International Academic Conference on Social Science (pp. 295-300). Istanbul: The International Institute for Academic Development.

Ozturk, A. B., Nusair, K., Okumus, F., & Singh, D. (2017). Understanding mobile hotel booking loyalty: an integration of privacy calculus theory and trust-risk framework. Information Systems Frontiers, 19(4), 753-767.

Park, E., & Kim, K. J. (2013). User acceptance of long-term evolution (LTE) services. Program: Electronic Library and Information Systems, 47(2), 188-205.

Park, E., & Kim, K. J. (2013). User Acceptance of Long?Term Evolution (LTE) Services. Program, 47(2), 188-205. doi:10.1108/00330331311313762

Park, S., & Huang, Y. (2017). Motivators and inhibitors in booking a hotel via smartphones. International Journal of Contemporary Hospitality Management, 29(1), 161-178.

Rodzi, F. N., Mohd Nasir, E. A., Azmi, A. L., Abdullah, D., Azmi, A., & Mohd Kamal, S. B. (2016). The Role of Compatibility, Information Quality and e-Service Quality in Predicting Mobile Hotel Booking Adoption: A Conceptual Framework. International Academic Research Journal of Business and Technology, 2(2), 123-128.

Saw, S. L., Goh, Y. N., & Mohd Isa, S. (2015). Exploring consumers' intention toward online hotel reservations: Insights from Malaysia. Problems and Perspectives in Management, 13(2), 78-92.

Sekaran, U., & Bougie, R. (2009). Research Methods for Business: A Skill-Building Approach (5th ed.). United Kingdom: John Wiley & Sons Ltd.

Shatskikh, A. (2013). Consumer acceptance of Mobile Payments in Restaurants (Graduate Theses and Dissertations). University of South Florida.

Shaw, N. (2016). Adoption of Smartphone Apps by Hotel Guests: The Roles of Trust and Word of Mouth. HCI in Business, Government, and Organisations: Information Systems Lecture Notes in Computer Science, 457-468.

Smith, S. (2013). Determining sample size: How to ensure you get the correct sample size. E-Book (c) Qualtrics Online Sample.

Suki, N. M., & Suki, N. M. (2011). Exploring the Relationship Between Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Attitude and Subscriber's Intention Towards Using Mobile 3G Services. Journal of Information Technology Management, 22(1), 1-7.

Suki, N. M., & Suki, N. M. (2017). Flight ticket booking app on mobile devices: Examining the determinants of individual intention to use. Journal of Air Transport Management, 62, 146-154.

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In Handbook of Market Research (pp. 1-40). Springer International Publishing.

Tao, M., Nawaz, M. Z., Nawaz, S., Butt, A. H., & Ahmad, H. (2018). Users' acceptance of innovative mobile hotel booking trends: UK vs. PRC. Information Technology & Tourism, 20(1-4), 9-36.

Ting, Y. S., & Hsu, Y. L. (2013). Global Hotel Reservation Trends in Terms of Mobile App Application via Smartphone. Journal of Travel & Tourism Marketing, 30(2), 28-34.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478.

Venkatesh, V., Thong, J. Y., &Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.

Vijayasarathy, L. R., & Jones, J. M. (2000). Print and Internet catalog shopping: assessing attitudes and intentions. Internet Research: Electronic Networking Applications and Policy, 10(3), 191-202.

Wang, D., Xiang, Z., Law, R., & Ki, T. P. (2016). Assessing hotel-related smartphone apps using online reviews. Journal of Hospitality Marketing & Management, 25(3), 291-313.

Wang, H.-Y., & Wang, S.-H. (2010). Predicting Mobile Hotel Reservation Adoption: Insight from a Perceived Value Standpoint. International Journal of Hospitality Management 29, 598-608.

Wei, T. T., Marthandan, G., Chong, A. L., Ooi, K. B., & Arumugam, S. (2009). What drives Malaysian m?commerce adoption? An empirical analysis. Industrial Management & Data Systems, 109(3),370-388.

Weng, G. S., Zailani, S., Iranmanesh, M., & Hyun, S. S. (2017). Mobile taxi booking application service's continuance usage intention by users. Transportation Research Part D: Transport and Environment, 57, 207-216. doi:10.1016/j.trd.2017.07.023

Wozniak, T., Schaffner, D., Stanoevska-Slabeva, K., & Lenz-Kesekamp, V. (2017). Psychological Antecedents of Smartphone Users' Behaviour Along the Mobile Customer Journey. In Information and Communication Technologies in Tourism 2017 (pp. 317-330). Springer, Cham.

Wu, J., Law, R., & Liu, J. (2018). Co-creating value with customers: a study of mobile hotel bookings in China. International Journal of Contemporary Hospitality Management, 30(4), 2056-2074.

Yang, Y., Zhong, Z., & Zhang, M. (2013). Predicting tourists decisions to adopt mobile travel booking. International Journal of u-and e-Service, Science and Technology, 6(6), 9-20.

Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760-767.






Copyright (c) 2021 Tourism & Management Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.