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Unpacking the power of trust: how relative
advantage, compatibility, ease of use and
usefulness drive hotel self-directed bookings
Nur Batrisyia Aza Azhar, Mohd Salehuddin Mohd Zahari, Feri Ferdian and
Mohd Hafiz Hanafiah
Abstract
Purpose –This paper aims to explore how relative advantages, compatibility, perceived ease of use and
perceived usefulness affect hotel room self-directed booking (SDB) behavior, specifically focusing on the
mediating role of trust.
Design/methodology/approach –The research utilized the responses of 432 hotel guests, applying an
extended technology acceptance model (TAM)innovation diffusion theory (IDT)trust framework and
using partial least squares structural equation modeling to conduct both direct and indirect path analyses
to confirm the study hypotheses.
Findings –Results show that perceived relative advantages, compatibility, usefulness and ease of use
of the online booking platform significantly impact guests’ SDB behavior, with trust significantly mediating
each of the proposed relationships, highlighting its crucial role in promoting online booking behavior.
Research limitations/implications –This study underscores the importance of SDB providers’
showcasing the benefits and efficiency of online booking systems in influencing consumer decisions,
offering new insights into how technological advancements affect SDB behavior in the hotel industry.
Originality/value –By integrating TAM, IDT and trust into an integrated framework, this study provides a
comprehensive understanding of the diverse factors influencing hotel guest engagement with SDB,
offering practical insights to enhance guest satisfaction with the SDB platform.
Keywords Trust, Perceived ease of use, Perceived usefulness, Hotel booking, Self-direct booking (SDB),
Relative advantages, Compatibility
Paper type Research paper
1. Introduction
The digital revolution has changed how tourist products are marketed, significantly affecting
consumer behavior (Dwivedi et al.,2021;Pai et al.,2020). One major shift is the rise of
online accommodation purchasing (Chaw and Tang, 2019;Miao et al., 2022;Park et al.,
2023). Two primary online hotel booking channels have emerged: online travel agents
(OTAs) and self-directed booking (SDB). SDB, facilitated through hotel websites and social
media, allows direct reservations with clear procedures. Studies report that SDB, with
engaging content and interactive features, enhances satisfaction and user-friendliness
(Chalupa and Petricek, 2024;Emir et al.,2016), offering discounts while maintaining rate
parity agreements (Huang et al., 2021;Mayer, 2015) as compared to the OTAs.
Many factors influence customers’ online purchase behavior, with most studies suggesting
relative advantages, compatibility, perceived ease of use and perceived usefulness in
shaping customer preferences for online booking. Relative advantages denote the perception
of new ideas, products or services as superior, while compatibility relates to aligning
innovation with existing practices (Templeton and Byrd, 2003). Meanwhile, perceived ease of
Nur Batrisyia Aza Azhar is
based at Faculty of Hotel
and Tourism Management,
Universiti Teknologi MARA,
Puncak Alam, Malaysia.
Mohd Salehuddin Mohd
Zahari is based at Faculty
of Hospitality and Tourism
Management, UCSI, Kuala
Lumpur, Malaysia.
Feri Ferdian is based at
Faculty of Tourism and
Hospitality, Universitas
Negeri Padang, Padang,
Indonesia.
Mohd Hafiz Hanafiah is
based at Faculty of Hotel
and Tourism Management,
Universiti Teknologi MARA,
Puncak Alam, Malaysia.
Received 19 May 2024
Revised 6 August 2024
14 October 2024
Accepted 17 December 2024
The authors would like to thank
Lembaga Penelitian dan
Pengabdian Masyarakat,
Universitas Negeri Padang for
funding this work under the
research grant scheme: 1226/
UN35.15/LT/2023.
DOI 10.1108/CBTH-05-2024-0176 ©Emerald Publishing Limited, ISSN 2752-6666 jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
use reflects the technology’s user-friendliness (Hien et al., 2024), influencing consumers’
belief in the effort required for online shopping (Oyman et al.,2022). Perceived usefulness
pertains to how online shopping enhances procurement efficiency (Ventre and Kolbe, 2020),
impacting consumers’ use of information systems. Similarly, trust also plays a crucial role in
product acceptance, influenced by experiences, interactions and external influences,
affecting consumer intent and purchasing decisions (Nasrolahi Vosta and Jalilvand, 2023).
Despite these considerations, the influence of relative advantages, compatibility, perceived
ease of use and perceived usefulness on guests’ preferences for SDB and the impact of
trust on their purchasing decisions via SDB remain relatively uncharted compared to OTAs.
Existing studies predominantly focus on interactions between OTAs (Long and Shi, 2017),
online consumer behavior (Karimi et al.,2015), online reviews (Talwar et al.,2020)on
decision-making processes. However, studies specifically looking on SDB are limited. To
bridge this knowledge gap, this study examines the impact of relative advantages,
compatibility, perceived ease of use and perceived usefulness in SDB on hotel guests’
accommodation purchase behavior and the mediating effect of trust.
The significance of this paper lies in exploring underresearched aspects of SDB, specifically
the influence of relative advantages, compatibility, perceived ease of use and perceived
usefulness on consumer behavior, with a focus on trust’s mediating role. This study is
important and original because it addresses a gap in the literature where much attention has
been given to OTAs but not enough to the factors driving consumers toward SDB. This study
provides insights into understanding the uniqueness of online booking behaviors, enhances
strategies for promoting SDB and improves overall hotel guest satisfaction.
2. Literature review
2.1 Consumer behavior toward self-directed booking platforms
Digital transformation has profoundly reshaped the global business landscape, placing
online communication channels at the core of consumer interactions and engagement
strategies (Dwivedi et al., 2021;Verhoef et al.,2021). This paradigm shift has diminished the
reliance on traditional offline methods, favoring digital platforms that offer enhanced
accessibility and efficiency (Mohamad et al.,2021). In the hospitality industry, the digital
transition has been particularly transformative, with online booking systems and service
platforms redefining how consumers search for, evaluate and purchase services. While
research on online purchase behavior has provided valuable insights into consumer
preferences and decision-making processes (Wei et al., 2019), the emergence of SDB
platforms highlights a significant and evolving trend in the sector. SDB platforms reflect the
broader digital transformation and illustrate the increasing consumer demand for seamless,
intuitive and autonomous booking experiences tailored to individual needs.
Perceived relative advantages refer to the degree to which a consumer believes that a
particular technology or system is superior to other options. In the context of SDB, this
includes benefits such as convenience, time-saving and personalized experiences, which
significantly influence consumers’ decisions to adopt and continue using these platforms
(Chalupa and Petricek, 2024;Kaushik and Gokhale, 2022). Compatibility, as discussed in
the innovation diffusion theory (IDT), pertains to how well an innovation aligns with the
existing values, past experiences and needs of potential adopters (Roger, 2003). For SDB,
compatibility is crucial as it determines how well the online booking process fits into
consumers’ habitual travel planning routines and preferences (Nasrolahi Vosta and
Jalilvand, 2023;Zhu et al.,2022).
Researchers claimed the ease of use of online platforms had fueled SDB’s popularity,
establishing a positive correlation between attitudes toward SDB and reservation intentions
(Chalupa and Petricek, 2024;Kaushik and Gokhale, 2022). Ease of use, a core component
of the technology acceptance model (TAM) proposed by Davis (1989),iscriticalin
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
determining the adoption of new technologies. Research has shown that platforms
perceived as easy to navigate and operate are more likely to be adopted and repeatedly
used by consumers (Haryanti and Subriadi, 2020;Hasni et al.,2021). Perceived usefulness,
another fundamental aspect of TAM, is the degree to which a consumer believes that using a
particular technology will enhance their performance or experience. In the case of SDB,
perceived usefulness encompasses factors such as the ability to quickly find the best deals,
access comprehensive hotel information and make secure reservations. Studies have
highlighted that the perceived usefulness of online platforms is a significant predictor of
consumers’ intention to use these services (Haryanti and Subriadi, 2020;Hasni et al.,2021).
On the other hand, trust plays a pivotal role in consumers’ online decision-making processes
(Jadil et al.,2022;Hermanus and Indradewa, 2022). Trust encompasses consumers’
perceptions of security, reliability and the service provider’s credibility (Akhtar et al., 2022). Past
research has shown that higher levels of trust in an online platform correlate with increased
consumer confidence in online bookings (Bano and Siddiqui, 2024;Choi et al., 2023). Notably,
ensuring robust security measures, transparent policies and consistent performance can help
build and maintain consumer trust, encouraging the continued use of SDB services.
2.2 Underpinning theories
The TAM and IDT are key frameworks for understanding technology adoption, particularly in
online booking systems within the hospitality sector. TAM, developed by Davis (1989) from
the theory of reasoned action, emphasizes how perceived ease of use (PEOU) and
perceived usefulness (PU) shape users’ intentions to adopt technology. It has evolved into
versions like TAM2 and TAM3, incorporating social influence and experience. TAM’s two
primary predictors are:
1. perceived usefulness (PU) –the belief that technology enhances job performance; and
2. perceived ease of use (PEOU) –the perceived effortlessness of using the technology.
In hospitality, TAM is extended to include external variables such as trust, privacy concerns
and system quality, significantly influencing PEOU and PU (Foroughi et al.,2019).
Conversely, IDT, introduced by Rogers (1962), explains how innovations disseminate within
societies. Its five attributes relative advantage, compatibility, complexity, trialability and
observability are crucial for adoption. In online booking systems, relative advantage (e.g.
convenience) and compatibility (e.g. alignment with consumer preferences) are vital for
adoption rates. Research highlights that PU and PEOU are significant predictors of booking
intentions; for instance, Ayeh et al. (2013) found that PU influences booking intentions, with
PEOU also playing a role. Xu et al. (2023) extended TAM by including trust, showing its
mediating effect on PEOU and PU.
However, gaps remain in the literature. Most studies focus on developed markets, with limited
research in emerging markets where internet access and cultural factors influence adoption
(Hendricks and Mwapwele, 2024). There is also insufficient exploration of post-adoption
behaviors (Maduku and Thusi, 2023), trialability and the compatibility of mobile and voice-
activated systems (Mohamad et al., 2021). Lastly, integrating artificial intelligence (AI) in online
booking systems is an emerging area needing further examination to understand its impact on
TAM and IDT factors (Cheng et al., 2022). By integrating these theories, researchers can
better comprehend user behavior in the hospitality sector.
3. Hypotheses development
The significance of innovative technology is often assessed through relative advantage,
defined as the perceived superiority of an innovation over its predecessors in benefits,
efficiency and performance. Central to IDT, relative advantage is a key determinant of
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
technology adoption (Roger, 2003). Research supports that customers favor technologies
with perceived superior benefits (Hateftabar, 2023;Lim et al., 2022;Oumayma and Ez-Zohra,
2023). For instance, in mobile banking, perceived advantages drive user acceptance and
satisfaction (Al-Jabri and Sohail, 2012). Meanwhile, Junglas et al. (2019) found that new IT
systems are favorably received when their advantages are clear. In tourism and e-commerce,
relative advantage is crucial. Amaro and Duarte (2015) linked perceived relative advantage to
customer intentions to use online travel services and noted that convenience and efficiency
are vital for consumer behavior. In online hotel bookings, perceived advantages such as ease
of access and cost-effectiveness significantly impact purchasing decisions (Aristio et al.,
2019;Ozturk et al., 2016). Therefore, it is hypothesized that:
H1. Perceived relative advantages significantly influence the SDB behavior.
Perceived compatibility is how well an innovation meets potential adopters’ needs, values
and experiences, essential for technology adoption (Ozturk et al.,2016;Roger, 2003). In
online booking, it assesses how the technology fits into consumers’ lifestyles and
preferences. Lim et al. (2022) note that individuals who view online purchases as
compatible with their lifestyles prioritize efficiency. This proposition suggests that
technology aligned with users’ practices is more readily adopted where empirical evidence
underscores compatibility’s role in shaping online shopping attitudes. Pen
˜a-Garcı
´aet al.
(2020) show that compatibility positively impacts consumer attitudes, leading to higher
adoption rates. Amaro and Duarte (2015) identify it as a key predictor of online purchase
behavior, with higher internet engagement correlating with increased online shopping
(Jeng, 2019;Kaur et al.,2020). Compatibility also influences mobile shopping behavior
(Hateftabar, 2023;Sarkar et al.,2020) and is vital for online travel bookings (Aristio et al.,
2019). Therefore, this study proposes the following hypothesis:
H2. Perceived compatibility significantly influences the SDB behavior.
The TAM, introduced by Davis (1989), highlights perceived ease of use as crucial in
technology adoption. Defined as the extent to which users find a technology effortless, it
significantly impacts attitudes and intentions toward new technologies (Kucukusta et al.,
2015;Mohamad et al.,2021). This concept has been validated in various contexts,
including online purchases and travel booking systems. Studies affirm that easily used
technologies are more likely to be adopted. Ventre and Kolbe (2020) show that perceived
ease of use boosts consumer adoption rates, supported by findings by Ozturk et al. (2016).
Amaro and Duarte (2015) confirm that perceived ease of use enhances consumer attitudes
toward bookings in online hotel booking. Research by Oyman et al. (2022) and Bilgihan
et al. (2016) underscores the importance of adopting online booking technology.
Consequently, this study proposes the following hypothesis:
H3. Perceived ease of use influences the SDB behavior.
Perceived usefulness reflects consumers’ confidence that an online platform enhances
value and efficiency is essential for online behavior (Kucukusta et al., 2015). This includes
expectations that the online platform will improve task performance through advanced
search functions and personalized services (Oumayma and Ez-Zohra, 2023). Past studies
found that providing detailed information and high-quality descriptions is crucial to bolster
perceived usefulness (Chen and Li, 2020;Hateftabar, 2023). Similarly, extensive research
supports the strong link between perceived usefulness and consumer behavior, showing
that it directly affects online purchasing decisions and platform loyalty (Bilgihan et al.,2016;
Mohamad et al.,2021;Oyman et al., 2022). In the context of online hotel booking, perceived
usefulness impacts users’ beliefs about the platform’s benefits, influencing their likelihood to
use it for reservations (Agag and El-Masry, 2016a;Kucukusta et al.,2015;Khwaldeh et al.,
2020). Building upon this extensive literature review, it is posited that:
H4. Perceived usefulness influences the SDB behavior.
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
Roger (2003), in the IDT, defines perceived relative advantage as the degree to which an
innovation is seen as superior to existing alternatives, influencing its adoption. Perceived
advantages such as cost savings, convenience and control over bookings shape consumer
behavior (Nasrolahi Vosta and Jalilvand, 2023). Trust usually acts as a critical mediator,
whereas Jadil et al. (2022) note that trust in e-commerce platforms mitigates perceived
risks, enhancing perceived benefits. When consumers perceive significant advantages in
using SDB platforms, their trust in these platforms reinforces positive attitudes and adoption
intentions. Past studies also show that trust in online platforms enhances perceived benefits
and increases online purchase adoption (Emir et al., 2016;Hermanus and Indradewa, 2022;
Lien et al., 2015). It is hereby posited that:
H5. Trust mediates the influence of perceived relative advantages on SDB behavior.
Perceived compatibility is how well an innovation aligns with existing values, needs and
technological capabilities (Roger, 2003). Notably, trust mediates by reinforcing the positive
effects of compatibility on SDB behavior. Chaw and Tang (2019) support its crucial role in
technology adoption by ensuring seamless integration into users’ practices. When users
trust that a platform aligns with their preferences and capabilities, their perception of
compatibility increases, leading to higher adoption rates (Akhtar et al.,2022;Choi et al.,
2023). In platforms such as Airbnb, trust in matching users with suitable accommodations
affects their willingness to use the service (Chen and Li, 2020). Consequently, this study
proposes the following hypothesis:
H6. Trust mediates the influence of perceived compatibility on SDB behavior.
The TAM posits that perceived ease of use determines technology adoption, with easier
systems leading to higher acceptance (Davis, 1989). Past studies confirm that perceived
ease of use enhances satisfaction and trust, influencing adoption (Hendricks and
Mwapwele, 2024). Similarly, other researchers claimed that trust mediates this relationship
by addressing usability concerns and assuring reliability and functionality (Emir et al.,2016;
Hermanus and Indradewa, 2022). When users find the online platform easy to navigate, their
trust in its effectiveness and security increases, encouraging engagement (Zhu et al.,2022).
Therefore, trust strengthens the direct impact of perceived ease of use on SDB behavior and
mitigates usability concerns. As such, this study proposes the following hypothesis:
H7. Trust mediates the influence of perceived ease of use on SDB behavior.
Perceived usefulness, another TAM component, refers to how well a technology enhances
performance and meets needs (Davis, 1989). Research indicates that perceived usefulness
impacts user satisfaction and adoption intentions, with trust as a crucial mediator (Haryanti
and Subriadi, 2020). When users perceive an SDB platform as useful, their trust in its
capabilities is reinforced, enhancing their intention to use it for hotel bookings (Ventre and
Kolbe, 2020). This mediation effect is crucial where high perceived usefulness needs
assurance of reliability and data security (Hendricks and Mwapwele, 2024). Both of the
researchers claimed that trust mediates the relationship between perceived usefulness and
SDB behavior by reinforcing confidence in the platform’s effectiveness and reliability. As
such, this study proposes the following hypothesis:
H8. Trust mediates the influence of perceived usefulness on SDB behavior.
4. Study methodology
Using a quantitative methodology, this research utilizes a cross-sectional design and a self-
reported, self-administered survey questionnaire as the primary data collection tool. The
study focuses on Malaysian guests who have booked accommodation through SDB
through hotel websites. This study is conducted in a noncontrived setting with minimal
interference from the researcher. The quantitative approach is deemed suitable for data
collection as the researcher conducted an analysis based on respondent opinion. As no
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
sampling frame is available, nonprobability sampling is chosen. The GPower software was
used to determine the required minimum sample size of 119 respondents.
The survey instrument (see Appendix) is organized into four sections. Section A captures
demographic information from respondents, while section B encompasses measurements
of independent attributes related to relative advantages, compatibility, perceived ease of
use and perceived usefulness. Section C focuses on evaluating trust in food, and section D
emphasizes the booking of hotel rooms. Survey items are primarily drawn from established
sources such as Aristio et al. (2019),Agag and El Masry (2016b),Ozturk et al. (2016) and
Talwar et al. (2020), with minor wording modifications tailored to the specific context of this
study. Respondents express their perspectives using a five-point Likert scale, ranging from
1 (“strongly disagree”) to 5 (“strongly agree”).
Before finalizing the survey instrument, a pre and pilot study was conducted to validate the
reliability and validity of the questionnaire items. For the pretest, expert reviews were
conducted to ensure that the items adequately covered the constructs being measured
this involved consultations with experts in the field of hospitality and tourism. Next, the pilot
study involved a small sample of respondents similar to the target population (N¼30). The
internal consistency of the survey items was assessed using Cronbach’s alpha. Feedback
from the pilot study was incorporated to refine the survey instrument further.
Before data collection, respondents are briefed on the study’s aim, ensuring that the provided
information remains confidential and that no individual respondent is identifiable. The survey is
successfully conducted within two months, considering the number of samples and chosen
locations. The study was carried out using tablet devices, where respondents keyed in their
answers, which the researcher held. The researcher used Google Forms to replace the
traditional method (paper and pen), which is more convenient and can avoid missing data. A
total of 432 respondents participates in the study, with female respondents slightly exceeding
males at 56.8% (n¼245). Among them, 42.9% (n¼185) fall within the age range of
26–31 years old. In terms of marital status, 48.2% (n¼208) of respondents are single, while
50% (n¼216) are married.
Partial least squares-structural equation modeling (PLS-SEM) was used in line with the study’s
causal research objectives. The use of SmartPLS 4.0 software facilitated the testing of the
study framework, incorporating both the measurement and structural model assessments.
The measurement model assessment focused on elucidating relationships between
unobserved or latent variables. It allowed for a thorough understanding of the constructs
under investigation, ensuring the reliability and validity of the used measures. Concurrently,
the structural model assessment was conducted to test relationships between underlying
exogenous and endogenous constructs, providing insights into the overall framework.
5. Results and discussion
5.1 Measurement model assessment
The reflective measurement model was analyzed across four dimensions: internal consistency
reliability, indicator reliability, convergent validity and discriminant validity, following Hair et al.
(2017) and Hanafiah (2020).Table 1 shows the analysis results, including outer loading values,
indicator reliability, composite reliability, average variance extracted (AVE) scores and Cronbach
alpha values. Factor loadings ensured individual item reliability, with cross-loadings confirming
proper association with latent variables. All items had significant loadings (>0.70), meeting the
indicator reliability criteria (Fornell and Larcker, 1981), except for PU1SDB, PU2SDB and
TR1SDB. After the item’s deletion, AVE and composite reliability were above thresholds (0.50 and
0.70, respectively), confirming convergent validity and construct reliability. Discriminant validity
was verified using cross-loading criteria from Chin (2010), with all off-diagonal values lower than
AVE square roots, thus satisfying the criteria. These results confirm the measurement model’s
suitability for evaluating the structural model.
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
5.2 Structural model assessment
A meticulous examination of the relationships between independent and dependent
variables was executed by using the PLS-SEM algorithm via the SmartPLS 4.0
bootstrapping procedure. Table 2 illuminates the path analysis results.
Table 1 Reflective measurement model
Indicators Outer loading Composite reliability AVE Cronbach alpha
Relative advantages 0.946 0.779 0.928
RA1SDB 0.820
RA2SDB 0.944
RA3SDB 0.938
RA4SDB 0.838
RA5SDB 0.866
Compatibility 0.947 0.783 0.93
C1SDB 0.896
C2SDB 0.918
C3SDB 0.928
C4SDB 0.785
C5SDB 0.891
Perceived ease of use 0.921 0.743 0.918
PEU1SDB 0.881
PEU2SDB 0.882
PEU3SDB 0.869
PEU4SDB 0.905
PEU5SDB 0.887
Perceived usefulness 0.947 0.783 0.931
PU3SDB 0.881
PU4SDB 0.882
PU5SDB 0.869
Trust 0.946 0.664 0.936
TR2SDB 0.872
TR3SDB 0.844
TR4SDB 0.888
TR5SDB 0.879
TR6SDB 0.703
TR7SDB 0.75
TR8SDB 0.779
TR9SDB 0.739
TR10SDB 0.855
SDB behavior 0.967 0.747 0.961
APB1SDB 0.884
APB2SDB 0.936
APB3SDB 0.926
Source: Researcher compilation
Table 2 Path coefficients, observed T-statistics and significance levels
Hypotheses Path analysis Patch coefficient (
b
) t-statistics p-values Result
H
1
Perceived relative advantages !SDB behavior 0.232 1.991 0.012 Accepted
H
2
Perceived compatibility !SDB behavior 0.166 1.964 0.041 Accepted
H
3
Perceived ease of use !traveler’s hotel room booking 0.207 1.968 0.040 Accepted
H
4
Perceived usefulness !SDB behavior 0.591 2.980 0.003 Accepted
Notes: p>0.05; p<0.001
Source: Researcher compilation
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
The results of the path coefficients substantiate the hypotheses (H1 to H4), shedding light
on the intricate relationships within the conceptual framework. H1, which posited that the
perceived relative advantages of SDBs significantly impact guests’ hotel room booking
behavior, demonstrates a positive path coefficient (
b
¼0.232;t¼1.991). This finding
highlights the critical role of benefits such as discounts, convenience, time savings and the
availability of diverse options. These elements collectively enhance the attractiveness of
SDBs, aligning with established literature that positions relative advantage as a central
determinant of technology adoption and online booking behavior (Al-Debei et al.,2015;
Ozturk et al.,2016;Venkatesh and Davis, 2000). Moreover, this result underscores the
competitive edge that SDB platforms can achieve by emphasizing value-added features.
Platforms that consistently offer tangible advantages, such as exclusive deals or
personalized options, are likely to cultivate stronger consumer preferences and loyalty,
further driving the adoption of SDBs in a crowded digital marketplace.
H2, which examined the perceived compatibility of SDBs with guests’ lifestyles and
shopping preferences, reveals a significant path coefficient (
b
¼0.166;t¼1.964).
Compatibility emerges as a substantial factor influencing hotel room booking behavior,
emphasizing the need for SDB platforms to align seamlessly with users’ existing routines
and preferences. Features that accommodate busy schedules, such as flexible booking
options or reminders, enhance the perceived fit of these platforms with individual lifestyles.
This finding corroborates prior research that stresses the importance of compatibility in
facilitating technology adoption (Ali, 2016;Aristio et al.,2019;Ozturk et al.,2016;Pen
˜a-
Garcı
´aet al.,2020
). A deeper implication of this result is that SDB providers must invest in
user-centric designs and functionalities that resonate with the diverse needs of travelers,
such as multidevice accessibility and integration with other travel planning tools. Such
efforts can foster a sense of ease and alignment, ultimately boosting user satisfaction and
retention.
H3 focuses on the perceived ease of use of SDBs, showing a significant positive path
coefficient (
b
¼0.207;t¼1.968). This finding underscores the pivotal role of user-friendly
interfaces, intuitive navigation and seamless design in shaping booking decisions. The
influence of ease of use is particularly critical in reducing the cognitive effort associated with
online transactions, thereby lowering barriers to adoption. This result aligns with existing
literature that highlights perceived ease of use as a key factor driving online booking
behavior (Amaro and Duarte, 2015;Bilgihan et al.,2016;Oyman et al.,2022). Beyond initial
adoption, platforms that prioritize ease of use are better positioned to cultivate long-term
engagement, as users are more likely to return to systems that they perceive as
straightforward and hassle-free. Consequently, ongoing investments in usability testing,
interface design and user support can yield substantial returns in terms of customer loyalty
and platform success.
H4 examines the perceived usefulness of SDBs, revealing a substantial path coefficient
(
b
¼0.591;t¼2.980). This result underscores the significant impact of perceived
usefulness on guests’ hotel room booking behavior, highlighting attributes such as efficient
search capabilities, streamlined booking processes and overall platform functionality. These
features enhance users’ perceptions of the utility of SDBs, making them integral to the
decision-making process. This finding is consistent with prior studies that emphasize the
pivotal role of perceived usefulness in shaping consumer attitudes toward online systems
(Agag and El-Masry, 2016a;Kucukusta et al.,2015;Ventre and Kolbe, 2020). The
robustness of this relationship suggests that SDB platforms must continuously innovate to
deliver practical, reliable and time-efficient solutions. Furthermore, integrating advanced
features such as AI-driven recommendations or real-time availability updates can further
enhance the perceived usefulness, ensuring that platforms meet and exceed evolving
consumer expectations. This focus on functionality not only supports immediate booking
decisions but also strengthens the overall perception of the platform’s value in the long term.
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
5.3 The mediating effect of trust
Through the Sobel test results (Table 3), this study underscores the pivotal role of trust as a
mediating variable linking perceived relative advantages, compatibility, ease of use,
usefulness and SDB behavior (H5 to H8).
H5 assessment reveals that perceived relative advantages significantly enhance trust (Z¼
2.028, p¼0.043). This suggests that users who perceive superior benefits, such as cost
savings, exclusive offers or added convenience, are more likely to trust SDB platforms. The
underlying mechanism here appears to stem from users associating these advantages with
the platform’s ability to deliver value effectively and reliably. However, this finding invites
critical reflection on the sustainability of this trust, which may be contingent on the platform’s
consistent delivery of promised benefits. If users encounter discrepancies, such as hidden
charges or unmet expectations, the trust developed through perceived advantages may
erode quickly. Therefore, while perceived advantages are powerful, their influence on trust
hinges on the platform’s long-term performance and transparency.
The significant relationship between perceived compatibility and trust (Z¼1.967, p¼0.049)
highlights the importance of alignment between the platform and users’ preferences, values
and habits. This finding underscores that trust is nurtured when users feel that the platform
integrates seamlessly into their routines and aligns with their technological comfort zones.
From a critical perspective, this raises the question of how platforms can cater to diverse
user groups with varying preferences and technological proficiencies. Customization and
adaptive design may be necessary to enhance compatibility for different user segments,
ensuring that trust-building mechanisms are inclusive. Moreover, while compatibility fosters
initial trust, its long-term effect may depend on the platform’s ability to evolve alongside
changing user behaviors and expectations.
The robust impact of perceived ease of use on trust (Z¼2.674, p¼0.008) reinforces the
idea that user-friendly design is a cornerstone of trust-building in digital platforms. An
intuitive interface minimizes frustration and signals that the platform prioritizes user
experience. This finding aligns with broader humancomputer interaction theories, which
suggest that perceived ease of use reduces cognitive load and enhances user satisfaction.
However, a critical discussion should address the potential diminishing returns of ease of
use once users become familiar with the platform. While ease of use may drive initial trust,
maintaining this trust may require continuous innovation in features and functionality to keep
the platform relevant and engaging.
The significant influence of perceived usefulness on trust (Z¼2.875, p¼0.004) highlights
that users value platforms that enhance their booking efficiency by providing accurate,
Table 3 Mediating effect hypothesis
Assessment
Perceived relative advantages >
trust >SDB behavior
Perceived compatibility >
trust >SDB behavior
Perceived ease of use >
trust >SDB behavior
Perceived usefulness >
trust >SDB behavior
Direct W/o med 0.232 0.166 0.207 0.591
Direct W/Med 0.015 0.012 0.146 0.176
IV >Med beta 0.406 0.320 0.421 0.503
Med >DV Beta 0.347 0.347 0.347 0.347
IV >Med SE 0.177 0.145 0.124 0.131
Med >DV SE 0.080 0.080 0.080 0.080
Sobel test statistic 2.028 1.967 2.674 2.875
One-tailed probability 0.021 0.025 0.004 0.002
Two-tailed probability 0.043 0.049 0.008 0.004
Result Significant Significant Significant Significant
Notes: p>0.05; p<0.001
Source: Researcher compilation
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
reliable and comprehensive information. This finding affirms that perceived usefulness goes
beyond functionality; it fosters trust by demonstrating the platform’s ability to effectively
meet users’ needs. A critical perspective, however, should consider the evolving definition
of usefulness in an era of heightened consumer expectations. Platforms must continuously
innovate and incorporate advanced features such as real-time updates, AI-driven
recommendations and seamless integration with other travel services to sustain trust built
on perceived usefulness. In addition, failure to address issues such as information accuracy
or system downtime could significantly undermine users’ trust with usefulness.
The results collectively demonstrate that trust amplifies the positive effects of perceived
relative advantages, compatibility, ease of use and usefulness on users’ SDB behavior. This
finding aligns with existing literature emphasizing trust as the cornerstone of successful
online consumer experiences (Sparks et al., 2016). Trust reduces perceived risks
associated with online transactions and fosters a sense of security and confidence in the
platform’s ability to meet user needs. The results also showcase that guests who trust the
SDB platform are more likely to perceive it as advantageous, compatible with their needs,
easy to use and useful (Hendricks and Mwapwele, 2024;Lien et al., 2015), which
collectively enhances their intention to book hotel rooms through self-directed channels.
Critically, this underscores the importance of ongoing efforts by SDB platforms to maintain
and strengthen trust through robust security measures, responsive customer support and
consistent delivery of promised services. Platforms that fail to prioritize trust risk losing user
engagement, even if they excel in other areas such as usability or functionality.
6. Study implications
This study empirically confirms that perceived relative advantages significantly influence
SDB behavior, aligning with IDT’s emphasis on the role of relative advantage in technology
adoption. The findings also demonstrate the significant influence of perceived compatibility
on SDB behavior. Next, this study affirms the foundational role of perceived ease of use in
shaping SDB behavior, consistent with TAM’s emphasis on ease of use as a determinant of
technology acceptance. The significant impact of perceived usefulness on SDB behavior
underscores its role in shaping consumer attitudes and decisions, supporting TAM’s
assertion that usefulness is a crucial determinant of technology adoption. The study findings
demonstrate the importance of relative advantage, compatibility, ease of use and
usefulness as key factors influencing SDB behavior. This reaffirms the validity of core
constructs from established theories such as IDT and the TAM in predicting technology
adoption and user behavior. The theoretical implication is that these factors are integral in
understanding and forecasting user acceptance of new technologies, particularly in SDB.
This study establishes that trust significantly mediates the relationship between perceived
advantages, compatibility, ease of use and usefulness with SDB behavior. This validation
highlights the mediating role of trust in technology adoption theories. Moreover, the
mediation role of trust highlights its significance in mitigating uncertainties related to
perceived innovations and ensuring a positive booking experience. This finding suggests
that future studies on technology acceptance should incorporate trust as a mediator to
provide a more comprehensive understanding of user behavior. It implies that future
research should consider trust’s impact on the relationship between perceived attributes
and technology adoption, refining existing theories and guiding practical strategies for
enhancing user engagement and satisfaction. By integrating trust into the theoretical
frameworks of IDT and TAM, this study contributes to a deeper understanding of how trust
influences technology adoption and consumer decision-making, offering practical
implications for improving user engagement and satisfaction in online travel bookings.
Considering the practical perspectives, by acknowledging that perceived relative
advantages significantly influence SDB, hotel managers should prioritize integrating
advanced technology that outperforms existing systems. This means investing in
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
innovations that offer noticeable efficiency, benefits and performance improvements. For
example, implementing AI-driven booking systems that enhance user convenience and
streamline operations can boost customer adoption and satisfaction. In terms of how
perceived compatibility affects SDB behavior, hotels should focus on technologies and
services that align with their customers’ lifestyles and preferences. For instance, offering
booking platforms that integrate seamlessly with popular travel apps or align with
sustainable practices can improve user acceptance and increase engagement.
This study confirms that perceived ease of use is crucial for SDB. Hotels should ensure that
their booking systems are intuitive and easy to navigate. Simplifying the user interface and
offering clear instructions can reduce friction and enhance user satisfaction, making it more
likely for customers to prefer and return to the hotel’s booking platform. Given that
perceived usefulness significantly influences SDB, hotels should focus on demonstrating
the tangible benefits and added value of their online booking systems. Highlighting features
such as personalized recommendations, detailed descriptions and real-time availability can
make the platform more attractive and useful to potential customers. Lastly, as trust
mediates the factors influencing SDB behavior, hotels must prioritize building and
maintaining customer trust. This can be achieved through robust security measures,
transparent privacy policies and responsive customer support. Hoteliers should create a
more engaging and trustworthy online booking experience by focusing on these areas,
ultimately driving higher adoption rates and customer satisfaction. By ensuring that users
feel confident in the reliability and security of the booking platform, hotels can enhance user
satisfaction and foster long-term loyalty.
Validating perceived relative advantages and perceived compatibility influences supports
the application of IDT in new contexts like SDB. It offers important practical implications for
enhancing SDB systems, with a particular focus on integrating advanced technologies
while considering core factors like relative advantage, ease of use and trust. While this
research reaffirms the relevance of perceived relative advantage, compatibility, ease of use
and usefulness in SDB behavior, the emerging role of AI-enhanced booking systems
presents a new challenge. AI systems, while offering significant improvements in
convenience and personalization, often lack the trust that this study identified as a critical
mediator in driving technology adoption. Trust, shown to mediate the relationships between
perceived advantages, compatibility, ease of use and usefulness, must be a key
consideration for hoteliers as they implement AI-driven solutions. This study underscores
that AI booking systems may offer superior functionality, but their adoption may be limited
without a concerted effort to build user trust through transparency, robust security and
reliable service delivery. Therefore, hoteliers should not only focus on the technical aspects
of AI but also ensure these systems meet the trust criteria validated in this study to foster
higher user engagement and satisfaction in the rapidly evolving digital landscape.
7. Conclusion
This study provides significant insights into how perceived relative advantages,
compatibility, perceived ease of use and perceived usefulness influence SDB behavior in
the context of hotel room reservations. Theoretically, by integrating the IDT and the TAM
within this context, the study findings extend and refine these theoretical frameworks,
offering practical implications for both theory and practice. By combining TAM, IDT and
trust in an integrated framework, this study enables a deeper understanding of the
multifaceted factors driving hotel guest engagement with SDB, offering actionable insights
for enhancing guest satisfaction with SDB platform.
It is essential to acknowledge the limitations of this study and identify potential avenues for
future research. One key limitation is the focus on a specific context of SDB within the
Malaysian hotel industry, which may affect the generalizability of the findings within the
global online booking phenomenon. Future research could extend this investigation to other
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
industries and geographical regions to gain a broader perspective on the factors
influencing SDB behavior. In addition, examining the impact of external factors, such as
cultural differences and economic conditions, could further enhance the relevance and
applicability of the findings. Longitudinal studies could also provide valuable insights into
how consumer behavior evolves, offering a more dynamic understanding of the interplay
between technological factors, trust and online SDB behavior. Hopefully, it will help build a
more comprehensive understanding of the complex factors driving SDB and contribute to
developing more effective strategies and models.
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jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
Appendix
Corresponding author
Mohd Hafiz Hanafiah can be contacted at: hafizhanafiah@uitm.edu.my
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Table A1 Survey instruments
Relative advantages
RA1SDB This online self-direct booking channel provides more discounts
RA2SDB This online self-direct booking channel is more convenient
RA3SDB This online self-direct booking channel saves me time in booking a hotel room
RA4SDB This online self-direct booking channel provides more product variety
RA5SDB Booking hotel rooms via the online self-direct booking channel gives me control over what I booked
Compatibility
C1SDB Using an online self-direct booking channel to book a hotel room is compatible with my shopping lifestyle
C2SDB Using an online self-direct booking channel to book hotel rooms fits my lifestyle
C3SDB Using an online self-direct booking channel to book a hotel room suits my busy schedule
C4SDB Using an online self-direct booking channel to book a hotel room suits my social status
C5SDB Using an online self-direct booking channel fits well with how I book or search for hotel information
Perceived ease of use
PEU1SDB The online self-direct booking channel is easy to use for booking a hotel room
PEU2SDB The online self-direct booking channels are quite flexible in the booking process
PEU3SDB By using an online self-direct booking channel, all problems related to booking a hotel room can be resolved
PEU4SDB With an online self-direct booking channel, all things related to travel accommodation can be easily found
PEU5SDB My interaction with the online self-direct booking channel is clear and understandable
Perceived usefulness
PU3SDB Using an online self-direct booking channel makes it easier to search for and book hotel rooms
PU4SDB Online self-direct booking channel improves my performance in searching for and booking hotel rooms
PU5SDB I find online self-direct booking channels useful when booking a hotel room
Trust
TR2SDB The online self-direct booking channel is reliable
TR3SDB The online self-direct booking channel is trustworthy
TR4SDB I trust the quality of the online self-direct booking channel
TR5SDB The online self-direct booking channel provides accurate information about the accommodation I want to purchase
TR6SDB I am familiar with booking hotel rooms through the online self-direct booking channel
TR7SDB The online self-direct booking channel has a policy on privacy and security
TR8SDB I feel safe in making transactions on the online self-direct booking channel
TR9SDB The chance of technical failure from an online self-direct booking channel is quite small
TR10SDB I believe that the online self-direct booking channel will perform as it promises
Self-direct booking behavior
APB1SDB I used self-direct booking channel to book my accommodation
APB2SDB I will book rooms through self-direct booking channel in the future
APB3SDB If I need to book accommodation in the future, I use self-direct booking channel
Source: Created by authors
jCONSUMER BEHAVIOR IN TOURISM AND HOSPITALITY j
