Causal Factors of Technology Trust in Online Social Network Affecting the Decision Behavior to Buy Tours Online from Tour Operators
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Abstract
This article aimed to study 1) the causal factors affecting technology trust in social networks of tour operators; 2) the influence of causal factors of technology trust in online social networks on the decision behavior to buy tours online from tour operators; and 3) construct a model of the causal factors of technology trust in online social networks affecting the decision behavior to buy tours online from tour operators. The tools used for data collection were selected from interview forms and online questionnaires. The instruments for collecting data were descriptive statistics and inferential statistics. Analysis data was made by means of descriptive statistics and content analysis. The research results were found as follows: online marketing affects technology trust; online marketing affects online tour decision making behavior; technology acceptance affects technology trust; technology acceptance affects online tour decision making behavior; experience affects technology trust; experience affects online tour decision making behavior; and technology trust affects online tour decision making behavior. Therefore, tour operators can use the results of research to develop online marketing strategies, technology acceptance, and experience to create a competitive advantage for their business.
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