Understanding Tourists’ Continued Use of Smartphone Navigation Apps: An Extended TRAM Approach

다국어 초록 (Multilingual Abstract)

Identifying factors associated with technology adoption, such as smartphone apps, has been studied extensively. However, the understanding of continued intention for the use of these technologies has been less explored, especially in underdeveloped countries. This study aims at examining the influence of technology readiness on the technology acceptance model (TRAM) and the subsequent impact of the model and perceived enjoyment of the continued intention to use smartphone navigation applications. Technology readiness consists of innovativeness, optimism, discomfort, and insecurity. Perceived usefulness and perceived ease of use make up the technology acceptance model. Data were analyzed by PLS-SEM using the data of 324 Nigerian travelers (female = 53.7%; 20-29 years = 50.0%; First degree = 51.9%). The findings from hypotheses tests show that positive technology readiness positively influenced the technology acceptance model and perceived enjoyment. However, negative technology readiness negatively influenced the technology acceptance model and perceived enjoyment. Furthermore, the technology acceptance model constructs and perceived enjoyment positively influenced the continued intention to use smartphone navigation applications. Notably, perceived enjoyment had the strongest association with continued intention to use smartphone navigation applications. Implications are provided for the advancement of theoretical aspects of the TRAM. Practical implications regarding how to encourage tourists to continuously use smartphone navigation apps are also provided.

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