It is important to note that previous studies in the context of mobile services have mainly concentrated on the adoption and acceptance of these technologies (Wang and Wang, 2010). However, academic research on mobile booking in general and mobile hotel booking in particular is very limited. Mobile services in general have been attracting excessive attention from researchers due to its relative novelty and continued expansion. These statistics clearly demonstrate that mobile booking has drastically changed the distribution channels for hotels and OTAs over the past few years and it is estimated that mobile booking will become the prevailing distribution channel for hotels ad OTAs in the near future (Inversini and Masiero, 2014 Kucukusta et al., 2015, Law et al., 2014, Tode, 2014).ДЄs MHB technology has emerged as a critical distribution channel for hotel operators and OTAs, it is essential to understand the determinants of usersвЂ™ continued usage intentions toward this technology. Another survey from TravelClick indicated that around 50% of surveyed hotels have an application that allows users to book rooms through their mobile devices, and of the remaining 44 percent, 23% planned to add booking functionality to their mobile site (TravelClick Press Releases, 2014). For instance, according to a study conducted by Tripadvisor, 74% of the hotel facilities thought that it was important to offer the opportunity of mobile booking to their customers (TripBarometer by TripAdvisor, 2013). On other hand, as more travelers have started to rely on their mobile devices to research travel and to book hotels at such a rapid pace, it is no surprise that major hotel companies and online travel agencies (OTA) have adopted and developed an online mobile presence in an attempt to meet this raising demand. In addition, compared to the first half of 2013, desktop bookings declined by 5% while mobile booking increased by 86% in the same period of 2014 (HeBS Digital Mid-Year Review, 2014). According to a study by HeBS digital, over 15% of hotel bookings came from mobile devices in the first quarter of 2014. With the increase in the advancements and popularity of mobile technologies, mobile devices have become ideal companions for travelers, allowing them not only to access information and services but also to do booking while they are on the move (Murphy et al., 2016). In addition, the study brings clear practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology vendors in developing effective marketing strategies to increase the continued usage level of MHB users. This study offers important theoretical contributions, as it provides valuable information to researchers in developing and testing related theories. Furthermore, perceived risk, subjective norm and innovativeness significantly influenced utilitarian and hedonic value also, perceived ease of use had a significant impact on utilitarian value. Among the investigated factors, utilitarian and hedonic value had significant impacts on usersвЂ™ continued usage intentions. The proposed model was tested via structural equation modeling (SEM) by using data collected from 396 MHB users.

This research aims to develop and test a theory-based model that empirically investigates the antecedents of consumersвЂ™ continued usage behavior intentions toward mobile hotel booking (MHB) technology.

Hedonic hotel