FRAMEWORK
Performance
Expectancy
Innovativeness in Information Technology
Effort
Expectancy
Online
Purchase
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Social
Influence
Facilitating
Conditions
Causal Effect Relationship
H1: The performance expectancy in the use of the websites of rural accommodation positively affects the online purchase intention.
H5: : The greater the user’s innovativeness in the domain of information technology, the weaker the effect of facilitating conditions on the online purchase intention.
H2: The effort expectancy in the use of the websites of rural accommodation positively affects the online purchase intention.
H3: The social influence regarding the use of the websites of rural accommodation positively affects the online purchase intention.
H4: : The facilitating conditions perceived in the use of the websites of rural accommodation positively affect the online purchase intention.
ITEMS / MEASUREMENTS
Online Purchase Intention
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I Intend to use the websites of the rural accommodations to make bookings/reservations the next time I do rural tourism
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I will probably use the websites of the rural accommodations to make bookings/reservations the next time I do rural tourism
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I am decided to use the websites of the rural accommodations to make bookings/reservations the next time I do rural tourism
THEORY REVIEW
Unified Theory of Acceptance and Use of Technology (UTAUT) & Online Purchasing
Unified Theory of Acceptance and Use of Technology (UTAUT) was created by Ventakesh. Venkatesh and others in "User acceptance of information technology, Towards a unified view". The UTAUT aims to explain user intentions to use an information system and subsequent usage behavior. The UTAUT identifies two direct antecedents to the acceptance of technological innovations which are the intention to use the system and the facilitating conditions. In this sense, Venkatesh and others in 2003 consider that the intention to use is the main indicator of the effective use of an information system. Thus, the UTAUT assumes that this variable captures the motivational factors that influence behavior and is indicative of the efforts that an individual is willing to undertake in order to develop an action (Ajzen, 1991).