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This study integrates perceived enjoyment and perceived trust into a technology acceptance model (TAM) to understand consumer’s acceptance of online travel products. The data were collected by e-mail questionnaire technique. Furthermore, partial least squares structural equation modelling was applied for data analysis because of the data were non-normally distributed and sample size was small. Structural equation model reveals that perceived ease of use, perceived enjoyment and perceived trust influence consumers’s attitudes toward online shopping. Perceived enjoyment has strong effect on perceived usefulness. Moreover, perceived usefulness has a stronger influence on behavioral intention than on attitudes toward online shopping
Field : Eğitim Bilimleri; Mühendislik; Sağlık Bilimleri; Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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