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Modeling behavioral intention to use travel reservation apps: A cross-cultural examination between US and China

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  • Ahmad, Wasim
  • Kim, Woo Gon
  • Choi, Hyung-Min
  • Haq, Junaid Ul

Abstract

We advance literature by developing a conceptual framework and cross-culturally validates it in US and Chinese cultural settings. Specifically, we extend unified theory of acceptance and use of technology (UTAUT) by incorporating user experience (UX) and perceived distrust into original UTAUT framework. The Schwartz's four higher-order value domains are employed as cultural moderators. We test our developed framework in US (n = 522) and China (n = 439) among online travelers. Overall, the framework holds true for both samples. The findings reveal that travelers in two countries show significant cultural differences while using travel reservation apps. Implications for theory and practice are discussed. Finally, we identify areas for future academic contributions.

Suggested Citation

  • Ahmad, Wasim & Kim, Woo Gon & Choi, Hyung-Min & Haq, Junaid Ul, 2021. "Modeling behavioral intention to use travel reservation apps: A cross-cultural examination between US and China," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002551
    DOI: 10.1016/j.jretconser.2021.102689
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    References listed on IDEAS

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    Cited by:

    1. Son, Youngdoo & Kim, Wonjoon, 2023. "Development of methodology for classification of user experience (UX) in online customer review," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Söderlund, Magnus, 2023. "Moderator variables in consumer research: A call for caution," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. C, Deep Prakash & Majumdar, Adrija, 2023. "Predicting sports fans’ engagement with culturally aligned social media content: A language expectancy perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Cheah, Jun-Hwa & Amaro, Suzanne & Roldán, José L., 2023. "Multigroup analysis of more than two groups in PLS-SEM: A review, illustration, and recommendations," Journal of Business Research, Elsevier, vol. 156(C).
    5. Mirela-Catrinel Voicu & Adina Bărbulescu & Denisa Abrudan, 2022. "On a City Guide App Model," Sustainability, MDPI, vol. 14(23), pages 1-17, November.
    6. Yuzong Zhao & Hui Wang & Zhen Guo & Mingli Huang & Yongtao Pan & Yongrui Guo, 2022. "Online Reservation Intention of Tourist Attractions in the COVID-19 Context: An Extended Technology Acceptance Model," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    7. Hou, Jianwei & Elliott, Kevin, 2021. "Mobile shopping intensity: Consumer demographics and motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Huang, Yung-Chuan, 2023. "Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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