Çevrim içi otel rezervasyonu yapma niyetini etkileyen faktörlerin analizi
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Date
2022
Authors
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Journal ISSN
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Publisher
Aksaray Üniversitesi Sosyal Bilimler Enstitüsü
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Son yıllarda ihtiyaç ve isteklere paralel olarak bilgisayar ve internet teknolojilerinde hızlı gelişmeler yaşanmış ve bu gelişmeler bireylerin günlük yaşam ve alışkanlıklarında devrim niteliğinde değişikliklere sebep olmuştur. Bireylerin alışkanlıklarında meydana gelen bu değişim özellikle turizm alanında çok yoğun bir şekilde hissedilmiştir. Oluşan yeni düzende turistler turistik faaliyetlerini, planlarını ve otel rezervasyonlarını geleneksel yöntemler yerine online ortamda yapar duruma gelmişlerdir. Bu sebeple tüketicilerin online otel rezervasyonu yapma niyetini etkiyen faktörleri araştırmak stratejik bir araştırma konusudur. Bu çalışmada tüketicilerin çevrim içi otel rezervasyonu yapma niyetini etkileyen faktörler analiz edilmiştir. Literatürde araştırmacıların çalışmaları taranarak çevrim içi otel rezervasyonu yapma niyetini etkileme potansiyeline sahip değişkenler tespit edilmiştir. Bu değişkenlerden algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan haz, algılanan risk, etkileşim, algılanan maliyet, imaj ve sübjektif normun niyet üzerindeki etkilerine yoğunlaşan bir model oluşturulmuştur. Türkiye genelinde 614 katılımcıdan (365 Kadın, 249 Erkek) online anket yöntemiyle derlenen veriler yapısal eşitlik modeli ile analiz edilmiştir. Sonuçlar algılanan kullanım kolaylığının algılanan niyet üzerinde pozitif ve anlamlı bir etkisinin olmadığını, algılanan kullanışlılık, algılanan haz, etkileşim ve sübjektif normun algılanan niyet üzerinde pozitif ve anlamlı etkilerinin olduğunu, algılanan risk algılanan niyet üzerinde negatif ve anlamlı bir etkisinin olduğunu göstermektedir. Ayrıca algılanan maliyetin niyet üzerinde negatif bir etkisinin olduğunu, algılanan imajın niyet üzerinde pozitif bir etkisinin olduğunu gösterecek anlamlı bir veri bulunamamıştır.
In parallel with the needs and demands that have emerged in recent years, there have been great developments in the field of computer and internet technologies. Especially in parallel with the great developments in the field of information and communication technology, technological products have become economically accessible to many segments. Thus, information technology tools, which are in a widespread area of use, have affected the entire living space of individuals. This change in the habits of individuals has been felt very intensely, especially in the tourism sector. In the new order that has emerged, tourists have come to a situation where they make their touristic activities, plans and hotel reservations online instead of traditional methods. For this reason, it is a strategic research topic to investigate the factors that affect the intention of consumers to make online hotel reservations. In this study, the factors affecting consumers' online hotel reservation intention were analysed. By scanning the studies of researchers in the literature, variables that have the potential to affect the online hotel reservation intention have been identified. From these variables, a model was created that focuses on the effects of perceived ease of use, perceived usefulness, perceived pleasure, perceived risk, interaction, perceived cost, image and subjective norms on intention. Data collected from 614 participants, 365 women and 249 men, across Turkey, using the online survey method, were analysed through the structural equation modeling. The results show that perceived usefulness, perceived pleasure, interaction and subjective norm have positive and significant effects on perceived intention. In addition, perceived risk has a negative and significant effect on intention. However, no significant relationship was found between perceived ease of use, perceived cost, perceived image and perceived intention.
In parallel with the needs and demands that have emerged in recent years, there have been great developments in the field of computer and internet technologies. Especially in parallel with the great developments in the field of information and communication technology, technological products have become economically accessible to many segments. Thus, information technology tools, which are in a widespread area of use, have affected the entire living space of individuals. This change in the habits of individuals has been felt very intensely, especially in the tourism sector. In the new order that has emerged, tourists have come to a situation where they make their touristic activities, plans and hotel reservations online instead of traditional methods. For this reason, it is a strategic research topic to investigate the factors that affect the intention of consumers to make online hotel reservations. In this study, the factors affecting consumers' online hotel reservation intention were analysed. By scanning the studies of researchers in the literature, variables that have the potential to affect the online hotel reservation intention have been identified. From these variables, a model was created that focuses on the effects of perceived ease of use, perceived usefulness, perceived pleasure, perceived risk, interaction, perceived cost, image and subjective norms on intention. Data collected from 614 participants, 365 women and 249 men, across Turkey, using the online survey method, were analysed through the structural equation modeling. The results show that perceived usefulness, perceived pleasure, interaction and subjective norm have positive and significant effects on perceived intention. In addition, perceived risk has a negative and significant effect on intention. However, no significant relationship was found between perceived ease of use, perceived cost, perceived image and perceived intention.
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Keywords
Tüketici Davranışları, Çevrimiçi Rezervasyon, Yapısal Eşitlik Modeli, Consumer Behaviour, Online Booking, Structural Equation Modeling
