Investigating the antecedents of online reservation acceptance in Malaysian higher institutions

Abstract

This study attempts to investigate the causal link between individual differences in computer self efficacy (CSE), perceived ease of use (PEOU), perceived usefulness (PU), perceived credibility (PC), and behavioural intention (BI) in Malaysia environment. Sample is drawn using stratified random sampling on 24 campuses lo- cated all over Malaysia where the final sample size required is 370 through the use of questionnaires method. Results of Structural Equation Modelling (SEM) demonstrate that CSE has a significant relationship with PU, PU and PC have significant influence on BI, PEOU has no significant influence on BI, and CSE does not predict PC and PEOU. In addition this study also introduced location and experience as a moderating variable. The re- sults confirm that location is a moderating factor that will affect the user acceptance on online reservation, while experience is not. The research findings would be useful for companies that engage in online reservation trans- action to design marketing strategies to cater new potential market segments while at the same time maintain their customers. In this study, extended version of TAM is being used where two moderating variables are intro- duced which are location and experience