| Summary: | 博士 === 中華大學 === 科技管理博士學位學程 === 102 === Abstract
The purpose of this study is to examine the moderating effects of individual differences--namely gender, age, and experience--in a unified theory of acceptance and use of technology (UTAUT2) model on various constructs, including performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, habit behavior, behavioral intention, and use behavior. The subjects of this study were customers of 17 international hotels located in four different metropolitan areas: Taipei City, New Taipei City, Taichung City, and Kaohsiung City. A total of 680 surveys were distributed and 488 were returned, with a returning rate of 71.76%. The collected data were analyzed using SPSS 20.0 and Warp PLS 4.0.
1. The study results indicated that demographic variables and the Internet use explained 11.6% of total variances of behavioral intention for using online hotel booking by international hotel customers.
2. The study findings reported that demographic variables and the Internet use explained 35.6% of total variances of use behavior in online hotel booking by international hotel customers.
3. With UTAUT2 used to examine the use of online hotel reservations by international hotel customers, the results showed that behavioral intention is moderated by several constructs, such as performance expectancy, social influence, facilitating condition, hedonic motivation, price value, and habit behavior. While facilitating condition and habit behavior both had positive impacts on use of online hotel booking, no significant difference was found to exist between effort expectancy and behavioral intention, and between behavioral intention and use behavior.
4. First, the impact of performance expectancy and social influence on behavioral intention is moderated by gender. Second, the impact of effort expectancy, social influence, and hedonic motivation on behavioral intention is moderated by age. The impact of habit behavior on use behavior is as well moderated by age. Finally, the impact of social influence, facilitating condition, price value, use behavior on behavioral intention is moderated by experience. The impact of facilitating condition on use behavior is moderated by experience, too.
5. The study results reported no significant difference between demographic characteristics (i.e., gender, nationality, and education) of international hotel customers and constructs (i.e., performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, and habit behavior.) Significant difference was found between social influence and hedonic motivation if marital status was included. Significant difference was also reported between effort expectancy and habit behavior if age was considered. Moreover, the study results suggested significant difference between hotel location and several constructs, including performance expectancy, effort expectancy, facilitating condition, and price value.
The empirical findings suggested that future studies may further explore the possibility of using UTAUT2 to examine intentions of using online hotel booking by potential hotel customers. Specific managerial strategies should also be discussed to improve customers’ online hotel booking experience.
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