A meta-analysis of online travel booking services adoption: the moderating effects of national or regional economic development level and culture differences
Aslib Journal of Information Management
ISSN: 2050-3806
Article publication date: 24 November 2022
Issue publication date: 29 November 2023
Abstract
Purpose
This study aims to provide a systematic review and meta-analysis to explore the strength of the path relationship in the proposed model for online travel booking service adoption. It also explores the moderating effect of national or regional economic development levels and cultural differences.
Design/methodology/approach
A meta-analysis was conducted on the factors correlated with users' intention to adopt online travel booking services (OTBS) and the moderating effects of economic development levels and culture based on 42 empirical studies.
Findings
Perceived usefulness, perceived ease of use, attitude and perceived behavioral control have a significant positive impact on adoption intention. By contrast, subjective norms have a significantly negative impact on adoption intention. Furthermore, the economic development level of a country or region significantly moderates the relationships between perceived usefulness and perceived behavior control, attitude and perceived behavior control, and subjective norms and adoption intention. At the same time, national or regional cultural differences significantly moderate the relationships between attitudes and adoption intention, perceived usefulness and perceived behavior control, and subjective norms and adoption intention.
Originality/value
This study was conducted to obtain a unified conclusion regarding the research field of online travel booking service adoption. Its content was original. The conclusion provides theoretical references for follow-up research and the development of targeted marketing programs for online travel-booking service providers.
Keywords
Acknowledgements
The authors would like to thank the Editor-in-Chief Dan Wu and the anonymous reviewer for their honest, helpful, and constructive comments. This work was funded by grants from the the Hunan Provincial Natural Science Foundation of China [Grant No. 2022JJ30409].
Citation
Li, T. and Zhu, Z. (2023), "A meta-analysis of online travel booking services adoption: the moderating effects of national or regional economic development level and culture differences", Aslib Journal of Information Management, Vol. 75 No. 6, pp. 1209-1234. https://doi.org/10.1108/AJIM-04-2022-0198
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited