Uso do UGC na reserva de hotéis em Portugal: uma aplicação ao Booking.com baseada no Technology Acceptance Model (TAM)

André Freitas, J. Freitas Santos

Abstract


Objetivo: Testar o uso efetivo dos conteúdos gerados pelo utilizador na plataforma de reserva de hotéis online Booking.

Metodologia: O estudo adota uma abordagem quantitativa, sendo usado o modelo Technology Acceptance Model (TAM) e os respetivos construtos para o desenho de um questionário que foi disponibilizado online aos utilizadores do site de reservas de hotéis booking.com.

Resultados: O modelo de equações estruturais construído mostra que o modelo TAM ajuda a compreender o comportamento dos utilizadores portugueses da plataforma booking.com quando recorrem ao conteúdo gerado pelos seus pares para reserva de hotéis online. Em especial, a facilidade e a utilidade de uso percebida foram considerados determinantes para prever e explicar o uso dos conteúdos gerados pelos utilizadores.

Limitações de investigação: A composição da amostra, maioritariamente feminina e jovem, aconselha alguma cautela na extrapolação dos resultados.

Originalidade: O estudo aborda o conteúdo gerado pelos utilizadores online que não tem sido objeto de análise empírica em plataformas de reservas de hotéis online em Portugal através do modelo TAM.

 

Palavras-Chave: User Generated Content(UGC); Eletronic Word of Mouth (EWM); Technology Acceptance Model (TAM); Booking; Modelo de Equações Estruturais.

 

 

[ENG]

Title: "Using UGC when booking hotels in Portugal: an application to Booking.com based on Technology Acceptance Model (TAM)"

Abstract

Purpose: To test the effective use of user-generated content on the Online Hotel Booking Platform Booking.

Methodology: The study adopts a quantitative approach, using the Technology Acceptance Model (TAM) and its constructs for the design of a questionnaire that was made available online to users of booking.com

Results: The built structural equation model shows that the TAM model helps to understand the behavior of Portuguese booking.com users when using their peer generated content for online hotel reservations. In particular, the ease and perceived usefulness of use was considered to be determinant for predicting and explaining the use of user generated content.

Limitations: The sample composition, mostly female and young, advises some caution in extrapolating the results.

Originality: The study addresses online user-generated content that has not been the subject of empirical analysis on online hotel booking platforms in Portugal using the TAM model.

 

Keywords: User Generated Content (UGC); Electronic Word of Mouth (EWM); Technology Acceptance Model (TAM); Booking; Structural Equation Model


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