The pace of technology advancement is faster than ever before. The key to success is when the business focuses on online service technology, particularly online travel agencies (OTA) that enable easier and convenient room reservation. However, most of the recent technology acceptance studies have failed to address the consumers’ psychological traits or general belief towards the new adoption of certain systems. In Malaysia, the application of OTA has not been empirically measured to any great extent, where the implementation of this type of reservation system is still in the early stage. It is therefore important to gain an in-depth understanding of the system by examining technology readiness as the psychographic factor and the technology acceptance on customers’ OTA experiences. A survey questionnaire among customers, who have used OTA has been undertaken with a total of 453 respondents where all the data were found usable. The survey was conducted at Kuala Lumpur International Airport 2 (KLIA2). The results from descriptive analysis revealed that most of the respondents believed technologies can enhance and improve flexibility, efficiency, and control over their daily lives. The outcome also indicated that the respondents are not pioneers in using and owning new technologies. Their main concern is the security of using new technology especially if it involves monetary and personal identity in the transaction. The knowledge of customers’ readiness and acceptance will be beneficial to identify possible adopters and users of the technology-based offering.
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In-Text Citation: (Azdel, Awang, Yusof, Radzi, & Ahmad, 2018)
To Cite this Article: Azdel, A. A., Awang, K. W., Yusof, R. N. R., Radzi, S. M., & Ahmad, N. A. (2018). Customers’ Psychographic Valuation and Acceptance towards Online Travel Agencies. International Journal of Academic Research in Business and Social Sciences, 8(16), 231–246.
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