Measuring the adoption of ubiquitous technology towards online purchase intention in hotel industry

Sarli, Nur Amira Najwa (2018) Measuring the adoption of ubiquitous technology towards online purchase intention in hotel industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In the digital era,online purchase platform in the hotel industry has become a vital channel for the organization to market and distribute their product and services to consumers.This support by Tourism Malaysia Integrated Promotion Plan 2018-2020 agenda in the tourism industry as it is addressed in the 11th Malaysian Plan (2016-2020),which expected for optimizing the use of the latest information technology in order to promote the local tourism.Survey data was collected from 150 respondents were analyzed using Statistical Package for the Social Science (SPSS 23.0).The findings were obtained based on adapted the Unified Theory of Acceptance and Use of Technology (UTAUT) model,namely,performance expectancy, effort expectancy,social influence,facilitating conditions and online purchase intention.This research also revealed that the effort expectancy,social influence,and facilitating conditions has a significant relationship with online purchase intention.However,there is no salient relationship between performance expectancy and online purchase intention in the hotel industry.The results of this study can be useful to understand how the adoption of technology will affect the consumer behavior in perform the online purchase in the hotel industry.

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