Usage Behavior Causal Model Construction for B&B-Owned Websites—from the B&B Owner/Operator Perspective

Abstract

Previous studies on B&B (Bed and Breakfast) website usage behavior focused mainly on clients. It has been seldom researched to apply the Technology Acceptance Model (TAM) to verify the owner/operator usage behavior on B&B websites. This study aims to validate the causal relationship among beliefs, usage attitude, and behavior intention in website usage of B&B owners/operators. The results revealed that the TAM was recognized and the perceived ease of usage of B&B websites plays the most important role on the behavioral intention of B&B owners/operators. An easy and effective B&B website may allow an owner/operator to improve a B&B’s operational performance. Age has a significantly negative influence on perceived ease of use for B&B websites and educational attainment has a positive impact on perceived ease of use for B&B websites. Finally, conclusions and implications were discussed. This study can be used as a theoretical foundation and reference for further exploring related issues.