The Impact of Online Interactions on Buyers' Behavioral Intentions: Application of Mobile Technology Acceptance Model and Personal Factors

The purpose of this study is to investigate the effect of online interactions on the behavioral intentions of buyers. For this purpose, the model of acceptance of mobile technology and personal factors has been used. The research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study is all users of social networks who have received advertisements for tourism products in this way, the number of which is unknown to the researcher, and therefore to determine the sample size, the method was used 5-10 times the number of questionnaire items. Non-random sampling method was available and finally 153 samples were examined. The research tool was a standard questionnaire that content validity was done with the help of experts and structural validity was done by confirmatory factor load analysis method. The reliability of the questionnaires was measured by Cronbach's alpha and the combined reliability coefficient. Hypotheses are tested by structural equation modeling and PLS software. According to the results, mobile self-efficacy affects the usefulness of mobile, ease of mobile use and behavioral intentions. Technology self-efficacy affects the usefulness of mobile and the ease of using mobile. Ease of mobile use and online interaction also affect behavioral intentions. In this study, the effect of technology self-efficacy and mobile utility on behavioral intentions has not been confirmed.