Assist. Prof. Volkan ÖZBEK, Lect. Mustafa GÜNALAN, Assist. Prof. Fatih KOÇ, Nisa ŞAHİN, Eda KAŞ

RİSK VE MALİYET ALGILARININ TEKNOLOJİ KABULÜNE ETKİLERİ: TURİSTLERİN ONLİNE REZERVASYON KULLANIMI ÜZERİNE BİR ÇALIŞMA

Bu çalışmanın temel amacı, turistlerin online rezervasyon sitelerinin kullanımına ilişkin risk ve maliyet algılarının, online rezervasyon teknolojisini kabullerini nasıl etkilediğini belirlemektir. Turistlerin online rezervasyon teknolojisini kabul seviyelerini belirlemek amacıyla, Teknoloji Kabul Modeli online rezervasyon teknolojisine uyarlanmıştır. Bu bağlamda algılanan risk ve algılanan maliyet değişkenleri ile Teknoloji Kabul Modelinin değişkenleri olan algılanan kullanım kolaylığı, algılanan kullanışlılık ve kullanıma yönelik davranışsal niyetler değişkenleri arasındaki ilişkiler test edilmiştir. Araştırmanın katılımcıları, Türkiye’nin önemli bir destinasyon merkezi olan Antalya’yı ziyaret etmekte olan 242 Rus turistten oluşmaktadır. Araştırmanın katılımcıları kolayda örneklem yöntemiyle belirlenmiş ve veriler yüz yüze anket yöntemi kullanılarak toplanmıştır. Değişkenler arası ilişki ve etkilerin analizinde Yapısal Eşitlik Modellemesi kullanılmıştır. Analiz sonuçları, turistlerin online rezervasyon teknolojisini kullanmaya ilişkin risk algılarının Teknoloji Kabul Modeli değişkenleri üzerinde olumsuz etkisi olduğunu gösterirken, maliyet algılarının bu değişkenler üzerinde olumu etkisi olduğunu ortaya koymaktadır.

Anahtar Kelimeler:

Algılanan risk, Maliyet, Teknoloji Kabul Modeli, Algılanan Kullanışlılık, Algılanan kullanım kolaylığı

The Effects of Perceived Risk and Cost on Technology Acceptance: A Study on Tourists’ Use of Online Booking

The aim of this study is to determine how tourists’ online booking sites related risk and cost perceptions affect their adoption level of this technology. In order to detect tourists’ adoption level, Technology Acceptance Model (TAM) was adapted to online reservation technology. In this context, relationships between perceived risk, perceived cost, and the variables of TAM which are perceived ease of use, perceived usefulness, and behavioral intentions were tested. The participants of the study were 242 Russian tourists visiting Antalya, which is an important touristic destination in Turkey. In the research, participants were determined with the convenience sampling method and the data was gathered through face to face survey method. In the analyses of relationships between and effects sizes of variables, Structural Equation Modeling was used. The results revealed that tourists’ risk perceptions about using online reservation technology have negative effects on TAM variables while cost perceptions have positive effects on these variables

Keywords:

Perceived risk, Cost, Technology acceptance model, Perceived usefulness, Perceived ease of use,

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