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Journals / Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi / 2021 / Cilt: 9 - Sayı: 1

The Evaluation of Tourists’ Online Purchasing Behaviors Using Technology Acceptance Model (TAM)

Turistlerin Online Ortamda Tatil Satın Alma Davranışının Teknoloji Kabul Modeli (TKM) ile Değerlendirilmesi

Cenk Murat KOÇOĞLU
Pages
29–37
Publication Date
2022-10-11
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Results show that perceived ease of use, perceived usefulness andtrust had positive impact on e-purchase attitudes and intentions of tourists; while perceived risk hadnegative impacts.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Today, tourists increasingly purchase holiday packages online rather than traditional purchasingmethod.
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Key Findings & Data:For this purpose, data were collected from 403 academic staff working at Karabük Universityusing a structured questionnaire.
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Conclusion & Impact:Results show that perceived ease of use, perceived usefulness andtrust had positive impact on e-purchase attitudes and intentions of tourists; while perceived risk hadnegative impacts.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Today, tourists increasingly purchase holiday packages online rather than traditional purchasingmethod. However, research give more importance to online travel purchasing and online purchasingbehaviors of tourists. In this context, the purpose of this study is to find out online holiday purchasingbehaviors of tourists using TAM and the relationships between purchasing behaviors of tourists withTAM. For this purpose, data were collected from 403 academic staff working at Karabük Universityusing a structured questionnaire. Results show that perceived ease of use, perceived usefulness andtrust had positive impact on e-purchase attitudes and intentions of tourists; while perceived risk hadnegative impacts. Therefore, tourism enterprises should organize their websites considering tourists’internet purchasing behaviors.

Özet

Günümüzde artan bir şekilde turistlerin geleneksel satın alma metotlarından ziyade online olarak tatil satın aldıkları görülmektir. Bununla birlikte araştırmalar çevrimiçi seyahat satın alma ve davranışları üzerinde önemle durmaktadır. Bu araştırmanın amacı, internet üzerinden tatil satın alan turistlerin tatil satın alma davranışlarının TKM kullanarak belirlenmesi ve turistlerin tatil satın alma davranışları ile TKM arasındaki ilişkilerin belirlenmesidir. Bu amaçla, Karabük Üniversitesinde internet üzerinden tatil satın alan 403 akademisyenden anket tekniği ile veri toplanmıştır. Sonuçlar, akademisyenlerin e-tatil satın alma davranışlarında, algılanan kullanım kolaylığı, algılanan kullanışlılık ve güven boyutlarının e-tatil satın alma tutum ve niyetlerini pozitif yönde etkilediğini; algılanan riskin ise e-tatil satın alma tutum ve niyetini negatif olarak etkilediğini ortaya koymaktadır. Bu nedenle e-tatil satan turizm işletmeleri, web sitelerini turistlerin çevrimiçi satın alma davranışlarını dikkate alarak düzenlemelidir.

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Cite This Article

KOÇOĞLU, C. M. (2022). The Evaluation of Tourists’ Online Purchasing Behaviors Using Technology Acceptance Model (TAM). Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, Cilt: 9 - Sayı: 1, 29–37. https://ajindex.com/articles/439751

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