Determinants of Online Hotel Booking Adoption in Jordan: A Modified UTAUT2 Model with Trust and Risk Factors

Abstract

This study investigates the factors influencing customers' intentions to use online hotel booking platforms in Jordan by extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model with trust and risk factors. Data were collected from 214 Jordanian customers who had used booking apps in the past two years through an online survey distributed via Facebook. Structural equation modeling was used to test the hypothesized relationships between the UTAUT2 constructs, trust, risk factors, and behavioral intentions. The results showed that performance expectancy, facilitating conditions, and habit were the main predictors of online hotel booking intentions, while social influence, price value, trust, financial risk, privacy risk, and fraud risk were not significant. An alternative model was proposed, which revealed that habit mediated the effects of effort expectancy, hedonic motivation, and trust on behavioral intentions. The findings provide insights into the key factors driving online hotel booking adoption in Jordan and offer practical implications for hotel managers and booking platform providers. Future research could extend the model to other countries or regions and investigate the long-term effects of the identified factors on actual booking behavior.