Applying the extended technology acceptance model to understand online purchase behavior of travelers
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26 November 2022
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This paper seeks to establish the relationships between travelers’
attitude, perceived ease of use, perceived usefulness, trust, perceived
risk and online purchase intention of tourism and travel related products
by using an extended technology acceptance model. Primary data were
collected using a self- structured questionnaire from 150 travelers
visiting Mauritius in 2012. Seven out of eight hypotheses tested were
supported. Perceived ease of use was not a significant predictor of
attitude towards online purchasing. The model can assist destination
marketing practitioners to better understand the online purchasing
behavior of travelers.
