An investigation of the moderating effects of current job position level and hotel work experience between technology readiness and technology acceptance |
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Institution: | 1. Universidad Católica del Norte, Engineering School, Larrondo 1281, 1780000 Coquimbo, Chile;2. Universidad del Bío-Bío, Department of Information Systems, Avda. Collao 1202, 4030000 Concepción, Chile;3. University of Seville, Department of Business Management and Marketing, Avda. Ramón y Cajal 1, 41018 Seville, Spain |
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Abstract: | Rapid technology development has greatly changed the hotel structure in operation or customer relationship management. Most previous studies simply employed either the technology readiness index (TRI) or considered the technology acceptance model (TAM) to predict consumer behavior from the perceptions of consumers. Nonetheless, only limited studies, if ever any, integrated technology readiness (TR) into technology acceptance model in hospitality. Hence, to bridge the aforementioned research gap, the purpose of the present study is to advance and modify TAM by proposing a new research framework which integrates TR into TAM. Online questionnaire survey was conducted with hotel employees through a well-known survey company Qualtrics. Data were then analyzed by structural equation modelling. Findings indicate the direct relationship between technology readiness (TR) and technology acceptance (TA), and reveal the moderating effects of current job position level and hotel work experience on the proposed research framework. Implications are further discussed. |
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Keywords: | Technology readiness Technology acceptance Current job position level Hotel work experience Hotel employees |
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