Assessing Use Acceptance and Satisfaction Toward Online Travel Agencies

Authors: Cho, Yoon C.; Agrusa, Jerome

Source: Information Technology & Tourism, Volume 8, Numbers 3-4, October 2006 , pp. 179-195(17)

Publisher: Cognizant Communication Corporation

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Abstract:

This article first considers what factors affect ease of use and usefulness and then how ease of use and usefulness affect attitudes toward online travel agencies and customer satisfaction. This study applied classification of different user groups based on their degree of involvement to measure different levels of perceived ease of use and usefulness. The results of this study found that customers' attitudes towards online travel agencies significantly impact the level of e-satisfaction. The findings of the study contribute to the development of the uses and gratification theory by applying it to users' attitudes toward online travel agencies. Further, this study provides implications and offers suggestions to e-businesses dealing with travel agencies.

Keywords: E-SATISFACTION; EASE OF USE; ONLINE TRAVEL AGENCIES; USEFULNESS

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830506778690795

Publication date: October 1, 2006

More about this publication?
  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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