The Analysis of Technology Acceptance Model Mediated by the Intention to Use on the Use Behavior of Using Online Travel Agency in Indonesia

Authors

  • Farida Komalasari, Viny Candra, Mujiarto

Abstract

Due to rapid development of technologies and communication, people want to be able to fulfill their travel preparations quicker and easier. Back in the day, people always relied on travel and ticket agents at the airports or business centers, but now people are starting to switch to the Online Travel Agency (OTA). Nowadays, there are many of OTAs operate in Indonesia, so the competition between them are very tight. In order to win the competition, knowing the factors of use behavior of the consumers on using the OTA is very important. On the other hand, there is a Technology Acceptance Model (TAM) that is used to analyze the use behavior. The purpose of this research is to analyze TAM on the use behavior of using one of OTA in Indonesia. By utilizing questionnaire for getting the primary data from 243 respondents, this research uses quantitative approach. The questionnaire consists of 30 statements to measure the 4 elements of TAM as independent variables (perceived usefulness, perceived ease of use, perceived enjoyment and subjective norm), intention to use as mediating variable, and use behavior as dependent variable. The respondents are selected using non-probability sampling. The hypotheses are tested using Structural Equation Model (SEM). The result showsthat perceived enjoyment and subjective norm have significant influence on intention to use. On the other hand, perceived usefulness and perceived ease of use do not have significant influence on intention to use. Finally, intention to use has significantinfluence on use behavior. The results contribute to OTA while making any decisions in developing their application and website in order to reach more Indonesian customers.

Published

2020-11-01

Issue

Section

Articles