Intention to Purchase Accommodation Services through Social Networks: Application of the Technological Acceptance Model
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Abstract
The information and communication technologies have generated a great influence in business environments, as well as in consumer behavior. Specifically, in the tourism sector, clients have the possibility of accessing a large amount of service offerings, which forces companies to identify the factors through which they can capture and maintain customer service and communication with the purpose of increase the sales of your services. Based on this, this research analyzed whether perceived utility and perceived ease of use, which are components of the technology acceptance model, influence the intention to purchase accommodation services through social networking sites. The research applied to a sample of 382 tourists and making use of structural equation modeling, showed that only the perceived ease of use influences the intention to buy online. The results allow us to conclude that it is necessary to put more emphasis on the hedonic aspects of these virtual platforms.
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