Influence of the Technology Acceptance Model on Customer Engagement The Case of a Travel Booking Mobile Application in China
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Abstract
This study based on the Technology Acceptance Model (TAM) investigated the influence of mobile application attributes on customer engagement with travel booking apps in China. Data were collected from 453 Chinese users of travel booking apps through an online questionnaire; descriptive statistics and structural equation modeling were used to analyze the data. The results showed that mobile app attributes such as perceived usefulness (β = 0.193, p < 0.001), relative price advantage (β = 0.253, p < 0.001) and interface design (β = 0.225, p < 0 .001) had a positive influence on consumer engagement with the travel app. Furthermore, app attributes including perceived usefulness (β = 0.246, p < 0.001), perceived ease of use (β = 0.245, p < 0.001), relative price advantage (β = 0.281, p < 0.001) and interface design (β = 0.209, p < 0.001) were positively and significantly associated with satisfaction. In addition, satisfaction (β = 0.204, p < 0.001) was found to positively influence customer engagement with the travel booking app. Finally, satisfaction played a mediating role in the relationship between app attributes and customer engagement. This study contributes to the TAM and travel booking application literature.
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