Abstract
This study aims to understand how customers perceive the value of the electronic reservation services and how the perception influences their acceptance intention toward the services. Four potential factors (perceived ease of use, usefulness, negativity, and compatibility) are incorporated to examine their impacts on customers' acceptance of the three electronic reservation services (Internet, telephone, and interactive voice response). The comparisons among the three reservation services about their relative position in each influencing factor are also evaluated. Liner regression and ANOVA were employed to analyze data among 140 usable surveys. The results reveal that perceived ease of use, usefulness, negativity, and compatibility are all related to customers' acceptance of the three electronic services. However, perceived negativity turns to insignificant when considering all the variables simultaneously. The results also indicate that telephone is the least and Internet is the most negative tool for making reservations.
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