The evaluation of consumer's attitudes towards online reviews and booking websites in the perpective of tecnology acceptance model

Companies, which work in the tourism sector, have to introduce andcommercialize their products to their customers in order to compete with their rivals. By the advancement of technology, customers prefer online shopping more. Online shopping for tourism sector gets into our life as online evaluation and onlinebooking. The goal of this research is, in the perspective of TAM, to search the impact of the online evaluation and booking sites onthe consumer attitude. In this sense, things in the TAM; perceived ease of use, perceived benefit, attitude towards use, behavioral intention variables and the things that can be effective on these things; trust, resource reliability and electronic word of mouth communication are examined. The research data of convenience sampling method is obtained from the people reside in Turkey who use the online evaluation and booking websites. The data are collected from 150 offline and 250 online users, 400 users in total. As a result of this research, trust and e-wom variables are found as an important determinant of technology acceptance but there is no relationship with resource reliability and technology acceptance. Moreover, there are meaningful relations between perceived ease of use and perceived benefit; perceived benefit and attitude towards use; attitude towards use and behavioural intention. However, there is no relation found between perceived ease of use and attitude towards use. So, it can be concluded that the results of the research and relations between variables are concordant with the literature.