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Users’ perceptions of two types of hotel reservation Web sites
Authors:Cristian Morosan  Miyoung Jeong
Affiliation:1. Department of Hotel, Restaurant, Institution Management, and Dietetics, Kansas State University, 148A Justin Hall, Manhattan, KS 66506, USA;2. Department of Hotel, Restaurant, and Institution Management, Iowa State University, 5 MacKay, Ames, IA 50010, USA
Abstract:Building on the technology acceptance model (TAM), this study examined users’ perceptions of reservation Web sites: hotel-owned and third-party. As an experimental study, this study tested whether a modified variant of the TAM could be used to evaluate users’ perceptions of two different channels for hotel online reservations. Perceived usefulness was a key predictor of users’ attitudes toward using hotel-owned Web sites, while perceived ease of use was a key predictor of users’ attitudes toward using third-party Web sites. Both perceived playfulness and attitudes were two key predictors of users’ intentions to use hotel reservation Web sites. However, no significant differences in users’ perceptions were found between the two types of Web sites. Overall, users had more favorable attitudes and higher intentions to revisit third-party Web sites than hotel-owned Web sites.
Keywords:Online hotel reservations   Users&rsquo   online reservation behavior   Technology acceptance model
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