Publications

Abstract : Since online booking website has grown rapidly, numerous interactive features and attributes are available for deployment. However, the use of too many interactive features may cause the website to become complex, difficult to be used and less useful to some users. Based on review of past literature, the present article proposes a conceptual framework with nine propositions to understand the role of perceived interactivity, perceived ease of use and perceived usefulness toward online booking intention among hotel website users. The framework is supported by the Technology Acceptance Model (TAM) as the underlying theory. As a result, we argued that perceived website interactivity dimensions (two-way communication, responsiveness, and user control) influences perceived ease of use and perceived usefulness of the website. Consequently, hotel websites with greater perceived ease of use and perceived usefulness are more likely to influence online booking intention.