Factors Influencing Perceived Benefits Derived from Internet Use for Travel Planning: a Technology Use Model

The Internet has been widely adopted by travelers in the US for the purpose of planning and booking travel. Thus, the question is no longer if individuals use the Internet but how their current use influences benefits derived from using the technology for travel planning. While technology adoption has been extensively studied within the context of the technology acceptance model paradigm, no theoretical model has been proposed to guide technology use studies. This paper proposes the Technology Use Model (TUM) as a theoretical framework to guide the study of continuing technology use. The model proposes that use skills, extent of use and type of use influence benefits derived from use. A survey of US Internet users was conducted to test the model. The findings show that use skills, extent of use and more sophisticated use are significantly related to greater benefits derived from use.