Ahmad, Wasim and Kim, Woo Gon and Choi, Hyung Min and Haq, Junaid Ul (2021) Modeling behavioral intention to use travel reservation apps : A cross-cultural examination between US and China. Journal of Retailing and Consumer Services, 63: 102689. ISSN 0969-6989
Full text not available from this repository.Abstract
We advance literature by developing a conceptual framework and cross-culturally validates it in US and Chinese cultural settings. Specifically, we extend unified theory of acceptance and use of technology (UTAUT) by incorporating user experience (UX) and perceived distrust into original UTAUT framework. The Schwartz's four higher-order value domains are employed as cultural moderators. We test our developed framework in US (n = 522) and China (n = 439) among online travelers. Overall, the framework holds true for both samples. The findings reveal that travelers in two countries show significant cultural differences while using travel reservation apps. Implications for theory and practice are discussed. Finally, we identify areas for future academic contributions.