Business Travelers’ Intention to Purchase: The Application of Technology Acceptance Model (TAM)

ABSTRACTThis research focused on parameters of e-comments effecting business travelers’ intention to purchase a hotel room. In order to explore the relationships among behavioral belief toward ease of use and usefulness of e-comments with intention to purchase, the Technology Acceptance Model (TAM) was used. The results of this research indicated a positive relationship between usefulness of e-comments and business travelers’ intention to purchase. The study also found that age was a moderating effect on ease of use of e-comments. The findings of this research can help both hoteliers and online-review website operators. Since business travelers are considered an important target market in the hotel industry, hoteliers need to put more emphasis on these factors to attract more business travelers. On the other hand, online-review website operators should design websites that make it easier for users to write and read e-comment reviews.