Intention to use internet reservation systems by Iranian airline passengers

Purpose – The purpose of this study is to identify factors affecting intention to use internet reservation systems by Iranian airline passenger. Design/Methodology/Approach - This study uses an adoption model to assess Iranian airlinhttp://epubl.luth.se/cgi/epX_formFILL.cgi? new=yes&xtype=program&xlang=ene passengers’ intention to use an online reservation system. This study integrates constructs from the United Theory of Acceptance and Use of Technology model, Transaction Cost Saving, Perceived Risk and Perceived Enjoyment. A survey is administered to 186 Iranian airline passengers in Mehrabad airport which were in-experienced with such systems. The data is analyzed using Structural Equation Model. Findings – Results indicate that performance expectancy, effort expectancy, social influences, perceived enjoyment, perceived support and transaction cost saving have a significant affect on Iranian airline passengers’ intention to use online reservation systems, where perceived risk did not have and significant affect on intention. The model explains 77 percent of the variance in Iranian airline passengers’ intention to use an online reservation system. Research limitations/implications - The study only explores in-experienced users, whereas future research can be conducted on experienced users of online reservation systems. Iranian airlines and tour operators can implement more successful Internet based reservation systems by considering findings of this research.Validerat; 20101217 (root