Effect of External Factors of Technology Acceptance Model Toward Technology Acceptance of Online Travel Agent

Risma Candra Waluyani, Universitas Brawijaya, Indonesia
Bambang Subroto, Universitas Brawijaya, Indonesia
Bambang Purnomosidhi, Universitas Brawijaya, Indonesia


Abstract: Effect of External Factors of Technology Acceptance Model Toward Technology Acceptance of Online Travel Agent. This study aimed to identify and analyse internal factors and external factors which affect the intention of Universitas Brawijaya students to use online travel agent service. Samples were selected by using nonprobability sampling technique and convenience sampling method. The instrument of this study was online questionaires whose result were analyzed by SEM-PLS. This study found that personal innovativeness and self-efficacy affected how students perceive that online travel agent service is easy to use and it is useful for them. Student’s perception, trust in online travel agent service, and information obtained from others affected students’ attitude to use online travel agent service. Furthermore, students who feels that online travel agent technology is useful for them will have positive attitude on the existence of online travel agent service and they wil also have intention to use the online travel agent service.


Keywords: Online travel agent, behavioral intention, internal factors, external factors.

Abstrak: Pengaruh Faktor Eksternal Technology Acceptance Model Terhadap Penerimaan Teknologi Online Travel Agent. Tujuan penelitian ini adalah untuk menguji faktor internal dan faktor eksternal yang mempengaruhi minat mahasiswa Universitas Brawijaya untuk menggunakan agen perjalanan online. Sampel penelitian dipilih menggunakan teknik nonprobability sampling dengan metode convenience sampling. Instrumen penelitian ini adalah kuesioner yang dibuat secara online dengan bantuan google form dan dianalisis dengan SEM-PLS. Hasil penelitian ini menunjukkan bahwa inovasi pribadi dan keyakinan sendiri mepengaruhi persepsi mahasiswa bahwa teknologi agen perjalanan online mudah digunakan, yang selanjutnya membuat mereka berpendapat bahwa teknologi agen perjalanan online berguna bagi mahasiswa. Persepsi mahasiswa bahwa teknologi agen perjalanan online berguna bagi mereka, kepercayaan terhadap teknologi agen perjalanan online, dan informasi yang diperoleh dari orang lain melalui internet mempengaruhi sikap mahasiswa untuk menggunakan teknologi agen perjalanan online. Selanjutnya mahasiswa yang berpendapat bahwa teknologi agen perjalanan online berguna bagi mereka akan bersikap positif atas adanya teknologi agen perjalanan online dan berminat untuk menggunakan teknologi agen perjalanan online.


Kata kunci: agen perjalanan online, minat perilaku, faktor internal, faktor eksternal.


Online travel agent; behavioral intention; internal factors; external factors

Full Text:



Agarwal, A., Karahanna, E. (2000). Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24(4), 665-694.

Agarwal, R., Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in The Domain of Information Technology. Information Systems Research, 9(2), 204-215.

Amaro, S., Duarte, P. (2015). An Integratif Model of Consumers Intentions to Purchase Travel Online. Tourism Management, 46, 64-79.

Amoako-Gyampah, K. (2005). Perceived usefulness, user involvement and behavioral intention: an empirical study of ERP implementation. Computer in Human Behavior, 23, 1232-1248.

Amoroso, D. L., Gardner, C. (2004). Development of an instrument to measure the acceptance of internet technology by consumers. Proceeding of the 37th Hawaii International Conference on System Sciences.

Anonimous. (2016). Ini tiga prioritas menpar Arief Yahya di 2017. Diakses dari https://wonderful-indonesia.sportourism.id/post/861/Ini-Tiga-Prioritas-Menpar-Arief-Yahya-di-2017 pada tanggal 05 Januari 2017.

Asosiasi Penyelenggara Jasa Internet Indonesia. (2015). Profil Pengguna Internet Indonesia 2014. Jakarta: Asosiasi Penyelenggara Jasa Internet Indonesia.

Asosiasi Penyelenggara Jasa Internet Indonesia. (2017). Infografis Penetrasi & Perilaku Pengguna Internet Indonesia Survey 2016. Jakarta: Asosiasi Penyelenggara Jasa Internet Indonesia.

Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33, 388-400.

Bart, Y., Shankar, V., Sultan, F., Urban, G. L. (2005). Are the Drivers and Role of Online Trust the Same for All Websites and Consumers? A Large-Scale Exploratory Empirical Study. Journal of Marketing, 69, 133-152.

Chau, P. Y. K., Hu, P. J. (2002). Investigating Healthcare Professionals Decisions to Accept Telemedicine Technology: An Empirical Test of Competing Theories. Information & Management, 39, 297-311.

Corbitt, B. J., Thanasankit, T., Yi, H. (2003). Trust and E-commerce: A Study of Consumer Perceptions. Electronic Commerce Research and Applications. 2, 203-215.

Darsono, A. (2005). Examining Information Technology Acceptance by Individual Professionals. Gadjah Mada International Journal of Business, 7(2), 155-178.

Davis, F. D., Bagozzi, R. P., Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8).

Ferraro, A. (1998). Electronic Commerce: The Issues and Challenges to Creating Trust and a Positive Image in Consumer Sales on the World Wide Web. First Monday, 3(6).

Gefen, D., Straub, D. W. (2000). The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption. Journal of the Association for Information Systems, 1(8).

Gefen, D., Straub, D. W., Karahanna, E. (2003). Inexperience and Experience with Online Stores: The Importance of TAM and Trust. IEEE Transactions on Engineering Management, 50(3).

Gretzel, U., Yoo, K. H. (2008). Use and Impact of Online Travel Review. ResearchGate Publication.

Hartono, J. (2007). Sistem Informasi Keperilakuan. Yogyakarta: Andi.

Hartono, J. (2011). Konsep dan Aplikasi Structural Equation Modeling Berbasis Varian dalam Penelitian Bisnis. Yogyakarta: Unit Penerbit dan Percetakan STIM YKPN Yogyakarta.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., Gremler, D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on The Internet?. Journal of Interactive Marketing, 18(1), 38.

Hwang. (2014). User experience and personal innovativeness an empirical study on the ERP systems. Computer in Human Behavior, 34, 227-234.

Kim, H., Kim, T., Shin, S. W. (2009). Modelling role of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce website. Tourism Management, 30, 266-277.

Ladhari, R., Michaund, M. (2015). EWOM Effects on Hotel Booking Intentions, Attitudes, Trust, and Website Perceptions. International Journal of Hospitality Management, 46(3), 36-45.

Lam, T., Cho, V., Qu, H. (2007). A Study of Hotel Employee Behavioral Intentions Towards Adoption of Information Technology. Hospitality Management, 26, 49-65.

Lu, J., Yao, J., Yu, C. (2005). Personal innovativeness, socal influences, and adoption of wireless Internet services via mobile technology. Journal of Strategic Information System, 14, 245-268.

Ndubisi, N. O. (2003). Service Quality: Understanding Customer Perception and Reaction, and Its Impact on Business. Gadjah Mada International Journal of Business, 5(2), 207-219.

Pirouz, D. M. (2006). An Overview of Partial Least Square. SSRN Electronic Journal.

Ramayah, Lo. (2007). Impact of Shared Beliefs on Perceived Usefulness and Ease of Use in The Implementation of an Enterprise Resource Planning System. Management Research News, 30(6), 420-431

Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing, 47(1), 68-78.

Schepers, J., Wetzels, M. (2007). A Meta-analysis of The Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects. Information & Management, 44, 90-103.

Sekaran, U., Bougie, R. (2009). Research Methods for Business: A Skill Building Approach (5th Edition). Great Britain: TJ International Ltd.

Solihin, M., Ratmono, D . (2013). Analisis SEM-PLS dengan WarpPLS 3.0 Untuk Hubungan Nonlinier Dalam Penelitian Sosial dan Bisnis. Yogyakarta : Andi.

Sparks, B. A., Browning, V. (2015). The Impact of Online Review on Hotel Booking Intentions and Perception of Trust. Tourism Management, 32(6), 1310-1323.

Teo, T., Lee, C. B., Chai, C. S. (2007). Understanding Pre-Service Teachers’ Computer Attitudes: Applying and Extending The Technology Acceptance Model. Journal Compilation, 128-143.

Terzis, V., Economides, A. A. (2011). The Acceptance and Use of Computer Based Assessment. Computer and Education, 56, 1032-1044.

Venkatesh, V., Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.

Wu, I., Chen, J. (2005). An Extension of Trust and TAM model with TPB in the Initial Adoption of O-Line Tax: An Empirical Study. International Journal of Human-Computer Studies. 62, 784-808.

Xu, H., Gupta, S. (2009). The Effect of Privacy Concerns and Personal Innovativeness on Potential and Experienced Customers Adoption of Location-based Services. Electron Markets, 19, 137-149.

DOI: https://doi.org/10.21831/economia.v14i2.20745


  • There are currently no refbacks.

Archive, Citation & Indexing:

More archive, citation, & indexing...

Creative Commons License

This site is licensed under a Creative Commons Attribution 4.0 International License