بررسی عوامل مؤثر بر گرایش مشتریان به استفاده از سیستم رزرو اینترنتی در صنعت هتلداری

Internet networks development have been changed business all over the world. As a consequence of this change, all sectors and industries in market place try to use these networks advantages to gain high market shares. Tourism and hotel industries are like other sectors. Identifying factors that affects consumers' be-havior and their decisions are important because this factor determines our mar-ket strategies. The purpose of this research is to survey these factors influencing consumers' intention to use internet reservation system in hotel industries based on compilation model of TAM. 394 consumers opinion was gathered by ques-tionnaire in Shiraz. All hypotheses were tested by structural equation modeling (SEM) in LISREL. Results showed that economic cost, Social factors and easy use have direct and significant effect on consumer's intention.