期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2010
卷号：20
期号：36
页码：173-186
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：This work analyzes the procces of adoption of a specific innovation by the final consumer -in this case, the use and adoption of the Internet as a channel for informarmn and purchasing- in the acqisition of a service. Specifically, It looks at a tourist service with very partycular characteristics, namely hotel reservations. The choice of this intangible product turns out to be a large contribution to relevant literature, not only due to the scarcity of previous work analyzing this tvpe of services, but also given the key importance that the tourism sector has in the geographical realm where the study was carried out. To do so, an effort was made using the TAM as the basis to analyse the influence of certain economic factors such as sign, of quality and trust regarding intentions to buy. The results obtained using a sampling of 759 Internet users who, as potential tourists, have not actually acquired the service, have shown the importance of consumers subjective rules, the perceived usefulness, trust in the web site and the signs emitted by tne companies to mitigate information asymmetries on consumers intentions to buy. Interesting conclusions are formed from this work, which contribute to a better introduction to and management of the Internet as a channel for information and sales by companies.
