The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment

Ahmet Bulent Ozturk, Khaldoon Nusair, Fevzi Okumus, Nan Hua

Research output: Contribution to journalArticle

33 Citations (Scopus)

Abstract

This research aims to develop and test a theory-based model that empirically investigates the antecedents of consumers’ continued usage behavior intentions toward mobile hotel booking (MHB) technology. The proposed model was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. Among the investigated factors, utilitarian and hedonic value had significant impacts on users’ continued usage intentions. Furthermore, perceived risk, subjective norm and innovativeness significantly influenced utilitarian and hedonic value; also, perceived ease of use had a significant impact on utilitarian value. This study offers important theoretical contributions, as it provides valuable information to researchers in developing and testing related theories. In addition, the study brings clear practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology vendors in developing effective marketing strategies to increase the continued usage level of MHB users.

Original languageEnglish
Pages (from-to)106-115
Number of pages10
JournalInternational Journal of Hospitality Management
Volume57
DOIs
Publication statusPublished - Aug 1 2016

Fingerprint

marketing
modeling
Hotels
norm
test
travel
Operator
Online travel agencies
Marketing strategy
Perceived ease of use
Vendors
Factors
Subjective norm
Innovativeness
Testing
Structural equation modeling
Hospitality
Perceived risk

Keywords

  • Continued use
  • Hedonic values
  • Mobile applications
  • Mobile booking
  • Utilitarian value

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

Cite this

The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. / Ozturk, Ahmet Bulent; Nusair, Khaldoon; Okumus, Fevzi; Hua, Nan.

In: International Journal of Hospitality Management, Vol. 57, 01.08.2016, p. 106-115.

Research output: Contribution to journalArticle

@article{47c1025cf1fc4adea30273ab8f1a62c7,
title = "The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment",
abstract = "This research aims to develop and test a theory-based model that empirically investigates the antecedents of consumers’ continued usage behavior intentions toward mobile hotel booking (MHB) technology. The proposed model was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. Among the investigated factors, utilitarian and hedonic value had significant impacts on users’ continued usage intentions. Furthermore, perceived risk, subjective norm and innovativeness significantly influenced utilitarian and hedonic value; also, perceived ease of use had a significant impact on utilitarian value. This study offers important theoretical contributions, as it provides valuable information to researchers in developing and testing related theories. In addition, the study brings clear practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology vendors in developing effective marketing strategies to increase the continued usage level of MHB users.",
keywords = "Continued use, Hedonic values, Mobile applications, Mobile booking, Utilitarian value",
author = "Ozturk, {Ahmet Bulent} and Khaldoon Nusair and Fevzi Okumus and Nan Hua",
year = "2016",
month = "8",
day = "1",
doi = "10.1016/j.ijhm.2016.06.007",
language = "English",
volume = "57",
pages = "106--115",
journal = "International Journal of Hospitality Management",
issn = "0278-4319",
publisher = "Elsevier Limited",

}

TY - JOUR

T1 - The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment

AU - Ozturk, Ahmet Bulent

AU - Nusair, Khaldoon

AU - Okumus, Fevzi

AU - Hua, Nan

PY - 2016/8/1

Y1 - 2016/8/1

N2 - This research aims to develop and test a theory-based model that empirically investigates the antecedents of consumers’ continued usage behavior intentions toward mobile hotel booking (MHB) technology. The proposed model was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. Among the investigated factors, utilitarian and hedonic value had significant impacts on users’ continued usage intentions. Furthermore, perceived risk, subjective norm and innovativeness significantly influenced utilitarian and hedonic value; also, perceived ease of use had a significant impact on utilitarian value. This study offers important theoretical contributions, as it provides valuable information to researchers in developing and testing related theories. In addition, the study brings clear practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology vendors in developing effective marketing strategies to increase the continued usage level of MHB users.

AB - This research aims to develop and test a theory-based model that empirically investigates the antecedents of consumers’ continued usage behavior intentions toward mobile hotel booking (MHB) technology. The proposed model was tested via structural equation modeling (SEM) by using data collected from 396 MHB users. Among the investigated factors, utilitarian and hedonic value had significant impacts on users’ continued usage intentions. Furthermore, perceived risk, subjective norm and innovativeness significantly influenced utilitarian and hedonic value; also, perceived ease of use had a significant impact on utilitarian value. This study offers important theoretical contributions, as it provides valuable information to researchers in developing and testing related theories. In addition, the study brings clear practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology vendors in developing effective marketing strategies to increase the continued usage level of MHB users.

KW - Continued use

KW - Hedonic values

KW - Mobile applications

KW - Mobile booking

KW - Utilitarian value

UR - http://www.scopus.com/inward/record.url?scp=84978142099&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84978142099&partnerID=8YFLogxK

U2 - 10.1016/j.ijhm.2016.06.007

DO - 10.1016/j.ijhm.2016.06.007

M3 - Article

VL - 57

SP - 106

EP - 115

JO - International Journal of Hospitality Management

JF - International Journal of Hospitality Management

SN - 0278-4319

ER -