Understanding the continuous intention to use of tourism technologies: a proposed model based on privacy calculus theory

OpenAlex · İngilizce

The objective of this research is to identify the effects of factors (perceived control, trust, perceived risk, perceived benefit, privacy concerns, and subjective norms) on the continuous intention to use tourism technologies, within the framework of Privacy Calculus Theory and to propose an integrated model by examining the relationships among these factors. Data collection was conducted via Amazon Mechanical Turk (MTurk) involving 700 U.S. adults, resulting in a final sample of 495 responses after data refinement. This process ensured high data quality through the establishment of participant criteria and detailed explanations of tourism technologies. Statistical analyses were performed using SmartPLS-4. The study revealed that perceived control and trust did not significantly reduce perceived risk, and perceived risk did not negatively influence the continuous intention to use tourism technologies. However, perceived benefits and subjective norms positively impacted the continuous intention to use. Additionally, privacy concerns heightened perceived risk but did not diminish the intention to use. These findings underscore the critical roles of perceived benefits and subjective norms in shaping users' ongoing engagement with tourism technologies.