Determinants of Online Reservation Acceptance: An Empirical Study

The evolvement of E-commerce has created a competitive environment that changed the way of doing business. Travel related industry such as hoteliers, airlines, and travel agencies compete effectively in the current business environment by adopting online reservation system. Despite million of dollars spent on web-technology investment, there are customers who prefer to stick to the traditional method of business transactions. These, point out the need to study the determinants of user acceptance of online reservation. Grounded in the extended Technology Acceptance Model (TAM), the current study attempts to investigate the causal link between individual differences in computer self efficacy (CSE), perceived ease of use (PEOU), perceived usefulness (PU), perceived credibility (PC), and behavioral intention (BI) in Malaysia environment. Results of Structural Equation Modeling (SEM) demonstrate that CSE has a significant relationship with PU, PU and PC have significant influence on BI, PEOU has no significant influence on BI, and CSE does not predict PC and PEOU.