Master of Science (MS)
William F. Harrah College of Hospitality
First Committee Member
Second Committee Member
Third Committee Member
Fourth Committee Member
Number of Pages
To find out golfers’ perceived value of a direct booking website, an extended unified theory of acceptance and use of technology (UTAUT 2) model is adapted to test out golfers’ behavioral intention when they book a tee time via a golf course’s website. The influential factors are Performance Expectancy, Effort Expectancy, Social Influence, Facilitating conditions, Hedonic Motivation, and Price Saving Orientation that predicts golfers’ behavioral intention to use. A sample has chosen through the screening questions that the target sample, who are an adult at age 18 or older, have played golf at a public golf course over the last 12 months, and used the golf course’s direct booking website as well as a third-party booking website. The survey was created by using Qualtrics and the data was collected through MTurk, a crowdsourcing marketplace. 300 responses were used for the data analysis and the results were analyzed by the statistical software, SPSS & AMOS.
The findings from this study add to the literature of golfers’ perception of a website technology and technology acceptance in general. The results encourage further research on golfers’ behavioral intention to use of a mobile technology and additional factors that influence golfers’ perceptions. Additionally, the findings from study recommends golf course operators to develop a golf course’s website with personalization and social interaction functions to retain customers and build a relationship with them in order to increase their long term profits.
Golf; Golfer; UTAUT2; Website
Business Administration, Management, and Operations
University of Nevada, Las Vegas
Lee, Junghoon, "Factors Influencing Golfers' Intention to Use a Direct Booking Website" (2021). UNLV Theses, Dissertations, Professional Papers, and Capstones. 4166.
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