A Study on Consumers' Willingness to Practice Name Your Own Price Based on Technology Acceptance Model

The idle and waste of resources, especially some time-sensitive travel resources, such as hotels and airline tickets, has always been a difficult problem for enterprises to solve. Priceline, a US-based company, sells unused and wasted travel resources to consumers at low prices through Name Your Own Price to reduce idle and wasted resources. However, consumers need to bear more time costs, frictional costs, and the risk of failed transactions when using Name Your Own Price than when using the regular pricing model. So how willing are Chinese consumers to use the new pricing model of Name Your Own Price? In this paper, self-efficacy and perceived risk are selected as external variables in the structural equation model. Based on the technology acceptance model, we investigate Chinese consumers' willingness to use Name Your Own Price.