Technology Acceptance Model to Judge Performance of Travel Booking Apps in India using Grounded Theory

Abstract

The objective of research is to develop a technology acceptance model in order to judge performance of travel booking apps using grounded theory approach. The variables of the model are then tested using quantitative data. Initially qualitative data was collected through structured interviews and it was subjected to three levels of coding, i.e. open coding, axial coding and selective coding which is called the grounded theory approach. The concepts generated from coding were then integrated into a model. The research is useful for travel aggregators in order to enhance consumer experience in using travel apps. The important contribution to the body of knowledge is development of the model using grounded theory approach which has not been done in any previous research.