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Advanced E-Business Research

International Trends & Issues

Edited By Stephan Böhm, Werner Quint and Peter Winzer

Since years, e-business research is subject of many conferences and publications. While researchers and practitioners often focus on e-business systems and applications, so far little attention has been given to the development of innovative and sustainable e-business models and solutions. This publication fills this gap by discussing the following key issues: What are challenges and opportunities for international e-business? What are the barriers and risks for companies implementing e-business models? How can they succeed in the long-term? In this context, this publication provides in-depth studies of consumer needs, cultural requirements as well as conditions of economic efficiency and successful implementation of e-business solutions. It is intended for e-business novices as well as advanced researchers and practitioners.

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Application of the Technology Acceptance Model: An Investigation of Hotel Booking via Mobile Application from the Thai Market Perspective (Sid Suntrayuth / Yamilah Samae)


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Application of the Technology Acceptance Model: An Investigation of Hotel Booking via Mobile Application from the Thai Market Perspective

Sid Suntrayuth, Yamilah Samae

Abstract: The mobile application has rapidly developed for many industries, including the hospitality industry. Although, there are several hotels and travel agencies that have provided mobile application for bookings, the majority of booking transactions are still from non-mobile applications. Encouraging customer transaction via mobile application is yet still the prime challenge facing many firms today. This study mainly focuses on behavioral intentions to book hotels via mobile applications. A sample of 255 travelers took part in the research. The Ordinal Least Squares (OLS) regression was employed in analyzing the data based on the technology acceptance model (TAM). The result proved TAM can be used as a theoretical tool to understand the traveler’s intention on making booking transactions via mobile applications. In addition, the results can provide better understanding for hospitality firms in encouraging mobile application usage among the customers.

Keywords: Hotel booking, Mobile application, Technology acceptance model (TAM), Traveler intention, Mobile application

1 Background

Today, mobile devices, smartphones and tablets have become parts of our everyday life. Smartphones often serve as ‘digital assistants’, managing schedules, booking reservations and otherwise assisting with day-to-day plans. Such devices have provided mobile applications that offer general productivity and information retrieval to assist users’ daily activities such as stock market investment, maintaining contacts, calendar maintenance and obtaining weather information....

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