بررسی عوامل موثر بر قصد خرید آنلاین سفر با استفاده از گسترش مدل پذیرش تکنولوژی
محورهای موضوعی : مديريت تکنولوژي
سید مهدی میرمهدی
1
(دانشگاه ملایر)
دانیال مولایی
2
(دانشگاه ملایر)
کلید واژه: خرید آنلاین سفر, تجارت الکترونیک, قصد خرید, رفتار مصرف کننده, مدل پذیرش تکنولوژی, تئوری عمل منطقی,
چکیده مقاله :
امروزه رشد قابل توجه خرید آنلاین سفر موجب جذب محققان شده است؛ در کشور ما نیز با رونق گرفتن خریدهای اینترنتی خدمات سفر محققان به دنبال شناسایی رفتار مشتریان در محیط آنلاین و عوامل تاثیرگذار بر رفتار آنها هستند. شرکت ها و سازمان ها با شناسایی رفتار مشتریان و عوامل موثر بر آنها، میتوانند نقاط قوت و ضعف خود را در زمینه بازاریابی و خواسته های مشتریان بیابند و در نتیجه موجب وفاداری مشتریان و افزایش سودآوری خود شوند. پژوهش های پیشین بر مدل پذیرش تکنولوژی دِیویس، نظریه عمل منطقی و نظریه رفتار برنامه ریزی شده تمرکز داشته اند. در این پژوهش با استفاده از مدل پذیرش تکنولوژی ده فرضیه برای بررسی عوامل موثر خرید آنلاین سفر مورد آزمایش قرار گرفت. در این پژوهش توصیفی – پیمایشی است که پرسشنامه آن که شامل 35 سوال بود به صورت آنلاین توزیع گردید. با به دست آمدن 250 نمونه و با تجزیه و تحلیل آنها به این نتیجه رسیدیم که نگرش، سودمندی درک شده، اعتماد و قیمت تاثیر معناداری بر قصد خرید آنلاین دارند. همچنین سودمندی درک شده و اعتماد تاثیر معناداری بر نگرش نسبت به خرید آنلاین سفر دارد. در نتایج به دست به دست آمده سهولت استفاده درک شده هیچ تاثیر معناداری بر نگرش و قصد خرید آنلاین نداشت. نتایج حاکی از آن است که حریم خصوصی درک شده تاثیر معناداری بر اعتماد در خرید آنلاین دارد ولی بر قصد خرید آنلاین سفر تاثیر معناداری مشاهده نگردید.
Online travel shopping has become attractive for researchers. In our country, online travel shopping is thriving and researchers try to recognize customers’ behavior in online context and factors that impact on their behavior. Companies and organizations recognize customers’ behavior and effecting factors to find their strength and weaknesses in marketing and find customers’ demands; this subsequently leads to customer loyalty and an increase in their profit. Previous researches largely concentrated on Davis’s technology acceptance model, theory of reasoned action and theory of planned behavior. In this research by using technology acceptance model, 10 hypotheses were tested to analyze their impact on online travel purchase. In this descriptive – survey research, a questionnaire consists of 35 questions distributed online. Validity of the questionnaire was confirmed by professors and experts’ comments and reliability was confirmed using Cronbach alpha. A sample of 250 were analyzed and the results indicate attitude, perceived usefulness, trust, and price have a meaningful relationship with online purchase intention. Secondly, perceived usefulness and trust have impact on attitude about online travel purchase. Separately perceived ease of use showed no significant relationship with attitude and online travel purchase. Results on perceived privacy suggest that it has a meaningful relationship with trust in online travel purchase, contrarily it has no significant impact on online travel purchase intention. .
1-Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internetd the state of eTourism research. Tourism Management, 29(4), 609e623.
2-Gretzel, U., & Fesenmaier, D. R. (2009). Information technology: shaping the past, present, and future of tourism. In T. Jamal, & M. Robinson (Eds.), The SAGE handbook of tourism studies (pp. 558e580). London: Sage.
3-Kamarulzaman, Y. (2007). Adoption of travel e-shopping in the UK. International Journal of Retail & Distribution Management, 35(9), 703-719.
4-Hung, Y.-C., Yang, Y.-L., Yang, H.-E., & Chuang, Y.-H. (2011). Factors Affecting the Adoption of Ecommerce for the Tourism Industry in Taiwan. Asia Pacific Journal of Tourism Research, 16(1), 105-119
5-Ahuja, M., Gupta, B., & Raman, P. (2003). An empirical investigation of online consumer purchasing behavior. Communication of the ACM, 46(12), 145–151.
6-Lim, J. Y., Osman, A., Salahuddin, S. N., Romle, A. R., & Safizal, A. (2016). Factors Influencing Online Shopping Behavior : The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35, 401–410.
7-Cheung, C. M., Chan, G. W., & Limayem, M. (2005). A Critical Review of Online Consumer Behavior: Empirical Research Journal of Electronic Commerce in Organizations, 3(4), 1 - 19.
8-Cho, Y. C., & Agrusa, J. (2006). Assessing Use Acceptance and Satisfaction Toward Online Travel Agencies. Information Technology & Tourism, 8(3), 179-195.
9-Cheng, B., & Yee, S. W. (2014). Factors Influencing Consumers’ Online Purchase Intention: A Study among University Students in Malaysia. International Journal of Liberal Arts and Social Science, 2(8), 121-133.
10-Ajzen, I., (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), p. 179-211.
11-Norman, P., & Conner, M. (2005). The theory of planned behavior and exercise: Evidence for the mediating and moderating roles of planning on intention-behavior relationships. Journal of Sport and Exercise Psychology, 27(4), 488-504.
12-Halim, W. Z., & Hamed, A. B. (2005). Consumer Purchase Intention at Traditional Restaurant and Fast Food Restaurant.
13-Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi., K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105–110.
14-Landvogt, M. (2004). Online booking engines for small and medium-sized enterprises as a tool for improved distribution and yield management in New Zealand's tourism industry. In K. A. Smith, & C. Schott (Eds.), Proceedings of New Zealand Tourism and Hospitality Research Conference (pp. 191e198). Wellington.
15-Crnojevac, I. H., Gugic, J., & Karlovcan, S. (2010). eTourism: a comparison of online and offline bookings and the importance of hotel attributes. Journal of Information & Organizational Sciences, 34(1), 41-54
16-Toufaily, E., Ricard, L. and Perrien, J. (2013), “Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model”, Journal of Business Research, Vol. 66 No. 9, pp. 1436–1447.
17- Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.), Action-control: From cognition to behavior (pp. 11-39). Heidelberg, Germany: Springer
18-Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior: Englewood Cliffs, NJ: Prentice-Hall
19-Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261.
20-Hernandez, B., Jimenez, J., & Martín, M. J. (2009). Adoption vs acceptance of e-commerce: two different decisions. European Journal of Marketing, 43(9/10), 1232-1245.
21-Wang, M. S., Chen, C. C., Chang, S. C., & Yang, Y. H. (2007). Effects of online shopping attitudes, subjective norms and control beliefs on online shopping intentions: a test of the theory of planned behaviour. International Journal of Management, 24(2), 296-302
22-Yu, T.-K., & Wu, G.-S. (2007). Determinants of Internet Shopping Behavior: An Application of Reasoned Behaviour Theory. International Journal of Management, 24(4), 744–762.
23-Ajzen, I. (2011). The theory of planned behavior: Reactions and reflections. Psychology & Health, 26, 1113-1127.
24-Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Doctoral Dissertation, Sloan School of Management, Massachusetts Institute of Technology.
25- 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.
26-Davis, F., Bagozzi, R., & Warshaw, P. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
27-Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information systems research, 11(4), p. 342-365.
28-Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F. D. (2003). User Acceptance of Information Technology: Towards a Unified View. MIS Quarterly, 27(3), p. 425-478.
29-Gefen, D., & Keil, M. (1998). The impact of developer responsiveness on perceptions of usefulness and ease of use: an extension of the technology acceptance model. Acm Sigmis Database, 29(2), p. 35-49.
30- Lu, H. P., & Su, P. Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), p. 442-458.
31-Chang, C. C., Yan, C. F., & Tseng, J. S. (2012). Perceived convenience in an extended technology acceptance model: Mobile technology and English learning for college students. Australasian Journal of Educational Technology, 28(5). 351-370.
32-Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS quarterly, 25(3), p. 351-370.
33- Peng, R., Xiong, L., & Yang, Z. (2012). Exploring tourist adoption of tourism mobile payment: an empirical analysis. Journal of theoretical and applied electronic commerce research, 7(1), p. 21-33.
34-Ayeh, J. K., Au, N., and Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35, 132-143.
35-Kotler, P., & Armstrong, G. (2010). Principles of Marketing. New Jersey: Pearson Prentice Hall
36-Bourlakis, M., Papagiannidis, S., & Fox, H. (2008). e-Consumer behaviour: Past, present and future trajectories of an evolving retail revolution. International Journal of E-Business Research, 4(3), 64-76.
37-Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A Large-scale exploratory empirical study. Journal of Marketing, 69(October), 133-152.
38- El-Ansary, O., & Roushdy, A. S. (2013). Factors Affecting Egyptian Consumers’ Intentions for Accepting Online Shopping. The Journal of American Academy of Business, 19(1), 191–201.
39- Chen, C. (2006). Identifying significant factors influencing consumer trust in an online travel site. Information Technology & Tourism, 8(3/4), 197-214.
40- Wen, I. (2010). Online Travelers' Decision Makings: A New Equation Model to Evaluate Impacts of Website, Search Intention, and Trust. Information Technology & Tourism, 12(2), 153-173.
41-Bigné, E., Sanz, S., Ruiz, C., & Aldas, J. (2010). Why Some Internet Users Don’t Buy Air Tickets Online. In U. Gretzel, R. Law & M. Fuchs (Eds.), Information and Communication Technologies in Tourism 2010 (pp. 209-221). Vienna, Austria: Springer.
42-McCole, P. (2002). The role of trust for electronic commerce in services. International Journal of Contemporary Hospitality Management, 14(2), 81 -87
43-Huang, Y. C., Wu, Y. C. J., Wang, Y. C., & Boulanger, N. C. (2011). Decision making in online auctions. Management Decision, 49(5), p. 784-800.
44-Morosan, C., & Jeong, M. (2008). Users’ perceptions of two types of hotel reservation Web sites. International Journal of Hospitality Management, 27(2), 284-292.
45-Lee, H. Y., Qu, H., & Kim, Y. S. (2007). A study of the impact of personal innovativeness on online travel shopping behavior—A case study of Korean travelers. Tourism Management, 28(3), 886-897.
46-Laohapensang, O. (2009). Factors influencing internet shopping behaviour: a survey of consumers in Thailand. Journal of Fashion Marketing and Management, 13(4), p. 501513.
47-Safeena, R., Date, H., Hundewale, N., & Kammani, A. (2013). Combination of TAM and TPB in Internet Banking Adoption. International Journal of Computer Theory and Engineering, 5(1), 146-150.
48-Metzger, M. J. (2004). Privacy, trust, and disclosure: Exploring barriers to electronic commerce. Journal of Computer‐Mediated Communication, 9(4).
49-Chai, S. Bagchi-Sen, C. Morrell, H.R. Rao, Upadhyaya, S (2009) Internet and online information privacy: an exploratory study of preteens and early teens, IEEE Transactions on Professional Communication, 52 (2), p. 167–182.
50-Liu, C., Marchewka, J, Lu, J and Yu, C (2005) Beyond concern: a privacy–trust behavioral intention model of electronic commerce Information and Management, 41 (2), p. 289–304.
51-Roca, J. C., Garcia, J. J., & de la Vega, J. J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17(2), p. 96-113.
52-Nadim, J., & Noorjahan, B. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking. African Journal of Business Management, 2(2), p. 032040.
53-Binder, J. (2013). Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores. Springer Science & Business Media.
54-Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodriguez, T. (2014). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286-302.
55-Phan, T. A., & Mai, P. H. (2016). Determinants Impacting Consumers’ Purchase Intention : The Case of Fast Food in Vietnam. International Journal of Marketing Studies, 8(5), 56–68.
56-Wang, Y., & Chen, L. Y. (2016). An Empirical Study of the Effect of Perceived Price on Purchase Intention Evidence from Low-Cost Carriers. International Journal of Business and Social Science, 7(4), 97–107.
57-Dinsmore, J. B., Dugan, R. G., & Wright, S. A. (2015). Monetary vs nonmonetary prices : differences in product evaluations due to pricing strategies within mobile applications. Journal of Strategic Marketing, 34(2), 227–240.
58-Delafrooz, N., Paim, L. H., & Khatibi, A. (2010). Students’ Online Shopping Behavior: An Empirical Study. Journal of American Science, 6(1), 200–209