Traveller acceptance of mobile reservation services

Given the rapid spread of mobile devices and the wireless network environment, mobile hotel reservation services (MHRS) have become a mainstream tool for many travellers. This study explores the driving factors that promote customer intention to use MHRS. Based on a research model consisting of six constructs and the original technology acceptance model (TAM), this study employs structural equation modelling to validate and examine customer acceptance of MHRS. Data collected from 937 respondents in South Korea are used in the analysis. The research model demonstrates not only the validity of the TAM but also the influential roles of four positive factors and one negative factor on customer intention to use. Moreover, the results confirm the intermediate role of perceived value, which connects intention to use, with the other constructs. The findings of this study show that the research model validates the relationships among the proposed constructs with the TAM constructs.