Title: Technology readiness and purchase intention: role of perceived value and online satisfaction in the context of luxury hotels

Authors: Long Pham; Stan Williamson; Peggy Lane; Yam Limbu; Pham Thi Hoan Nguyen; Tatyana Coomer

Addresses: School of Management, College of Business and Social Sciences, University of Louisiana at Monroe, 700 University Avenue, Monroe, LA 71209, USA; Department of Economics and Management, Thuyloi University, 175 Tay Son, Dong Da, Hanoi, Vietnam ' School of Management, College of Business and Social Sciences, University of Louisiana at Monroe, 700 University Avenue, Monroe, LA 71209, USA ' College of Business and Social Sciences, University of Louisiana at Monroe, 700 University Avenue Monroe, LA 71209, USA ' Department of Marketing, Feliciano School of Business, Montclair State University, 1 Normal Avenue, Montclair, NJ 07043, USA ' Department of Tourism, University of Khanh Hoa, 01 Nguyen Chanh, Loc Tho Nha Trang, Vietnam ' School of Business, Rutgers University, 303 Cooper Street, Camden, NJ 08102-1519, USA

Abstract: This study investigates the relationships among customer technology readiness, perceived value, satisfaction with hotel website integrated self-service technologies, and purchase intention. The data for this study were collected from 668 international tourists who stayed in major cities' luxury hotels in Vietnam. Data were analysed using structural equation modelling technique. The results indicated that optimism and innovativeness positively influence customer perceived value, and insecurity negatively influences customer perceived value; optimism and innovativeness positively influence customer satisfaction; insecurity negatively influences customer purchase intention; customer perceived value positively influences customer satisfaction and customer purchase intention; and customer satisfaction positively influences customer purchase intention. Theoretical contributions and managerial implications are discussed.

Keywords: technology readiness; perceived value; customer satisfaction; purchase intention; Vietnam.

DOI: 10.1504/IJMDM.2020.104208

International Journal of Management and Decision Making, 2020 Vol.19 No.1, pp.91 - 117

Available online: 16 Dec 2019 *

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