Hubungan Model Penerimaan Teknologi dan Penciptaan Bersama ke arah Penggunaan Laman Web Hotel Pelancongan
Abstract
Kajian penyebaran teknologi sebelum ini menekankan kepentingan nilai perkongsian bersama untuk meningkatkan kelebihan bersaing jangka panjang bagi sesebuah platform digital, tetapi ia tidak konlusif. Ini kerana, perbincangan di konteks platform laman web masih kurang pembuktian dan samar, berbanding perbincangan di platform media sosial yang agak meluas. Selari dengan perbincangan semasa mengenai impak digital terhadap industri pelancongan, kajian ini diambil kira untuk memahami adakah persepsi perkongsian bersama dan faktor-faktor lain mendorong dalam kelastarian penggunaan laman web pelancongan. Model Penerimaan Teknologi (TAM) adalah satu teori yang dibina untuk memahami niat individu untuk menggunakan teknologi dan inovasi semasa iaitu Persepsi Mudah Penggunaan, Kepentingan, dan Kenikmatan dalam mempengaruhi Niat Tingkah Laku pengguna. Selain itu, aspek Perkongsian Nilai bersama (Co-Creation) juga dilihat penting ke arah kemampanan penggunaan teknologi ini dan meningkatkan kelebihan bersaing jangka panjang bagi sesebuah platform digital. Oleh itu, kajian ini menggabungkan TAM dengan elemen Perkongsian Nilai dalam meramalkan niat individu terhadap penggunaan laman web pelancongan. Dengan menggunakan persampelan mudah dan soal selidik kendiri, data dari 399 responden yang menggunakan laman web pelancongan di Sarawak dikumpulkan. PLS - SEM digunakan untuk menilai hubungan dan hasilnya mendedahkan bahawa persepsi perkongsian bersama dengan persepsi kemudahan penggunaan mempengaruhi secara langsung niat individu untuk menggunakan laman web pelancongan. Selain itu, aspek nilai uiliti iaitu Kegunaan yang dirasai dikenal pasti sebagai pengantara penting penggunaan laman web pelancongan. Oleh itu, kajian ini memberikan panduan berguna kepada pemain-pemain industri pelancongan merencana strategi pendigitalan perniagaan mereka dengan melibatkan elemen nilai perkongsian bersama ke arah inovasi operasi secara digital melalui laman web. Oleh itu, memperluaskan TAM dengan elemen perkongsian nilai ini dianggap sebagai sumbangan teori dan konseptual ke arah proses tranformasi digital terutamanya terhadap kejayaan industri pelancongan.
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