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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/8082/1/850-1623-1-SM.pdf
http://journalarticle.ukm.my/8082/
http://ejournal.ukm.my/pengurusan/issue/view/209
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spelling my-ukm.journal.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
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
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/8082/1/850-1623-1-SM.pdf
http://journalarticle.ukm.my/8082/
http://ejournal.ukm.my/pengurusan/issue/view/209
_version_ 1643737357848936448
score 13.211869

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