{"title":"睁开眼睛去旅行！通过 S-O-R 的视角，使用 TPB 和 TAM 综合模型测量消费者在旅游目的地体验沉浸式技术的意向的研究","authors":"Sujood, Pancy","doi":"10.1108/ijchm-11-2023-1771","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-O-R) framework, including motivation (MOT), trust (TR) and perceived risk (PR).</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Virtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers’ intention towards experiencing immersive technologies at tourism destinations.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>The findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study offers a distinctive contribution by integrating the S-O-R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"100 1","pages":""},"PeriodicalIF":9.1000,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Travelling with open eyes! A study to measure consumers’ intention towards experiencing immersive technologies at tourism destinations by using an integrated model of TPB, TAM captured through the lens of S-O-R\",\"authors\":\"Sujood, Pancy\",\"doi\":\"10.1108/ijchm-11-2023-1771\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-O-R) framework, including motivation (MOT), trust (TR) and perceived risk (PR).</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Virtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers’ intention towards experiencing immersive technologies at tourism destinations.</p><!--/ Abstract__block -->\\n<h3>Research limitations/implications</h3>\\n<p>The findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This study offers a distinctive contribution by integrating the S-O-R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.</p><!--/ Abstract__block -->\",\"PeriodicalId\":13744,\"journal\":{\"name\":\"International Journal of Contemporary Hospitality Management\",\"volume\":\"100 1\",\"pages\":\"\"},\"PeriodicalIF\":9.1000,\"publicationDate\":\"2024-08-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Contemporary Hospitality Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/ijchm-11-2023-1771\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Contemporary Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/ijchm-11-2023-1771","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Travelling with open eyes! A study to measure consumers’ intention towards experiencing immersive technologies at tourism destinations by using an integrated model of TPB, TAM captured through the lens of S-O-R
Purpose
Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-O-R) framework, including motivation (MOT), trust (TR) and perceived risk (PR).
Design/methodology/approach
The survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships.
Findings
Virtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers’ intention towards experiencing immersive technologies at tourism destinations.
Research limitations/implications
The findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings.
Originality/value
This study offers a distinctive contribution by integrating the S-O-R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.
期刊介绍：
The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.
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