Investigating the effects of information quality and perceived risk on information adoption on travel websites

Seeking for and adopting information and purchasing travel products on travel websites have been quite popular. By understanding individual information adopting behavior on travel websites, the tourism industry can share suitable information and offer efficient service. This paper discusses the motivators (utilitarian component of usefulness and hedonic component of enjoyment) for individual information adoption on travel websites and investigates how individual information adopting behavior is affected by the information features (i.e. central cues and peripheral cues) provided by travel websites. We also analyze the effects of perceived risk. We integrate the modified motivational technology acceptance model with the information adoption model (which is based on the elaboration likelihood model) to build a research model. The expected theoretical and practical contributions are proposed.