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Studies on Balkan and Near Eastern Social Sciences

Edited By Rasim Yilmaz and Günther Löschnigg

This volume is a collection of empirical and theoretical research papers in the social sciences regarding the Balkans and the Near East written by researchers from several different universities and institutions. The studies include a wide range of topics from economic, financial, political, agricultural, sociological, international relations to historical, cultural, and feminist issues in the region of the Balkan and Near East. The book is aimed at educators, researchers, and students interested in the Balkan and Near Eastern countries.

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The Impact of Perceived Ease of Use, Perceived Usefulness and Perceived Risk on Behavioral Intentions: A Study on Online Booking Sites (Volkan Özbek / Fatih Koç / Ümit Alnıaçık / Eda Kaş / Oktay Çetin)

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Volkan Özbek1, Fatih Koç2, Ümit Alnıaçık3, Eda Kaş4 and Oktay Çetin5 The Impact of Perceived Ease of Use, Perceived Usefulness and Perceived Risk on Behavioral Intentions: A Study on Online Booking Sites Introduction Innovations in technology significantly changed the behavior of individuals and or- ganisations. Particularly, the development and proliferation of the internet inclined individuals to use this platform for numerous activities including social interaction, shopping and entertainment. Besides, business organisations moved their many commercial operations to the internet due to numerous benefits including cost advantages and the possibility of reaching consumers anytime, anywhere. The in- ternet has attracted a great deal of attention from both consumers and businesses. This interest resulted in transferring a variety of commercial operations over the internet. Within the context of tourism services, online booking is a particular example. Travel agencies have long been enjoying the benefits of using online services over the internet. Although technological innovations facilitate daily life, this does not guarantee the adoption of new technological developments or practices rapidly and easily by everyone. This is mostly because of the individual differences in technology accept- ance and use. Understanding the factors influencing adoption of new technology provides a competitive advantage for the firms. Relevant literature shows that the Technology Acceptance Model (TAM) received wide acceptance by researchers in understanding and explaining the issue. According to this model, technology acceptance and adoption has two antecedents: Perceived Ease of Use (POU) and Perceived Usefulness (PU). Perceived Usefulness is the degree...

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