From service to intention: A Technology Acceptance Model Perspective on E-Service Quality in Online Hotel Booking

Online hotel booking websites have emerged as a dominant form of electronic service in the hospitality industry. However, existing literature on technology acceptance and e-service quality often examines consumer behavior using limited theoretical perspectives. Moreover, the specific influence of individual e-service quality dimensions on technology acceptance remains underexplored. This study adopts a context-sensitive approach by integrating e-service quality—comprising efficiency, system availability, information quality, and privacy—as key antecedents within the Technology Acceptance Model (TAM) to examine behavioral intention toward online hotel booking. Data were collected through a structured survey of 355 users of online hotel booking websites. Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA) were employed for analysis. PLS-SEM findings indicate that efficiency and system availability positively significantly influence perceived ease of use, while privacy and information quality positively affect perceived usefulness. Furthermore, IPMA results suggest that efficiency, perceived ease of use and usefulness should be prioritized in managerial decision-making for enhancing behavioral intention. This research extends the technology acceptance framework by embedding e-service quality dimensions, offering nuanced insights into consumer decision-making in the context of online hotel booking.