20.500.12556/RUL-120409 Zaznana koristnost in namera za uporabo potovalnih e-storitev na primeru storitve TripAdvisor diplomsko delo Perceived usefulness and intent to use travel e-services: the case of TripAdvisor Razumevanje, kaj vpliva na potencialne uporabnike, da sprejmejo in uporabljajo nove tehnologije, je pomemben del razvoja in oblikovanja novih tehnologij. Poznavanje teh dejavnikov je pomembno tako za razvijalce in ponudnike novih storitev, kot za uporabnike. Cilj diplomske naloge je preučiti dejavnike, ki vplivajo na zaznavo koristnosti in namero za uporabo potovalnih e-storitev na primeru storitve TripAdvisor. Izhajajoč iz modela sprejemanja tehnologij sem oblikoval pet hipotez, s katerimi sem želel preveriti vpliv nazornosti rezultatov, zaznane enostavnosti uporabe in socialni vpliv (izražen skozi subjektivne norme) na zaznano koristnost storitve TripAdvisor. Prav tako sem preverjal vpliv zaznane koristnosti in enostavnosti uporabe na namero za uporabo storitve TripAdvisor. Podatki so bili zbrani s spletno anketno raziskavo, katere ciljna populacija so bili študentje. Izkazalo se je, da obstaja pozitiven statistično značilen vpliv subjektivnih norm in zaznane enostavnosti uporabe na zaznano koristnost storitve TripAdvisor. Hipoteza, da nazornost rezultatov pozitivno vpliva na zaznano koristnost, je bila zavrnjena. Potrdil pa sem obstoj statistično značilnega pozitivnega vpliva zaznane koristnosti in enostavnosti uporabe na namero za uporabo storitve TripAdvisor. Understanding what affects potential users to adopt and use new technologies is an important part of development and design of new technologies. Knowing these factors is instrumental for both, developers and providers of these new services. The aim of this dissertation is to study factors that affect the perception of usefulness and the intention to use travel e-services in the case of TripAdvisor. Based on the Technology acceptance model, I formulated five hypotheses, which I used to test, how result demonstrability, perceived ease of use and social influence (expressed through subjective norms) influence the perceived usefulness of TripAdvisor. In addition, I also checked the influence that perceived usefulness and ease of use have on intent to use TripAdvisor. Data was collected through an online survey whose target population were students. Findings are that there exists a statistically significant positive influence of subjective norms and perceived ease of use on the perceived usefulness of TripAdvisor. The hypothesis, that result demonstrability has a positive influence on perceived usefulness was rejected. I also confirmed the existence of a statistically significant positive influence of perceived usefulness and ease of use on the intent to use TripAdvisor. zaznana koristnost subjektivne norme nazornost rezultatov zaznana enostavnost uporabe namera za uporabo potovalne e-storitve TripAdvisor percieved usefulness subjective norms result demonstrability percieved ease of use travel e-services TripAdvisor true true false [J. Vnuk] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-09-19 08:30:28 2020-09-19 08:30:30 2022-09-01 03:58:50 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 49 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.738.5:338.48(043.2) 120942 40193539 3943.pdf 3943.pdf 1 61D1A1E1FECDF49B754ACBDC0625C07F 9897d598a07d192f20368d4ba0a1651b17e5ff46c8b0a3cae5e73e7950278be9 145738c6-a1ba-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=135201 Fakulteta za družbene vede 0 0 0