Intention to use internet reservation systems by Iranian
airline passengers

Abstract: Purpose – The purpose of this study is to identify factors affecting
intention to use internet reservation systems by Iranian airline passenger.

Design/Methodology/Approach - This study uses an adoption model to assess
Iranian airlinhttp://epubl.luth.se/cgi/epX_formFILL.cgi?
new=yes&xtype=program&xlang=ene passengers’ intention to use an online
reservation system. This study integrates constructs from the United Theory
of Acceptance and Use of Technology model, Transaction Cost Saving,
Perceived Risk and Perceived Enjoyment. A survey is administered to 186
Iranian airline passengers in Mehrabad airport which were in-experienced
with such systems. The data is analyzed using Structural Equation Model.

Findings – Results indicate that performance expectancy, effort expectancy,
social influences, perceived enjoyment, perceived support and transaction
cost saving have a significant affect on Iranian airline passengers’
intention to use online reservation systems, where perceived risk did not
have and significant affect on intention. The model explains 77 percent of
the variance in Iranian airline passengers’ intention to use an online
reservation system.

Research limitations/implications - The study only explores in-experienced
users, whereas future research can be conducted on experienced users of
online reservation systems. Iranian airlines and tour operators can
implement more successful Internet based reservation systems by considering
findings of this research.