| Summary: | 碩士 === 高雄餐旅學院 === 旅遊管理研究所 === 98 === In recent years, with the appearance of the Internet and technology had developed rapidly in global, the tourist industry became more and more rising and flourishing. To face the increasingly competitive market, the utility rate of Istant Messenger（IM）implements increasing year by year due to it provides highly community efficiency and low-cost. The major research proposal are: 1. The realtionship between technology readiness（TR）and demograph 2. Discuses if can affect travel agents employees’s attitude and intention behavior to use IM. 3. The realtionship between TR and use attitude.
This study will adopt a quantification survey base on the TR proposed by Parasuraman（2000）to explore the mental characteristics of travel agents employees on using IM. Besides, according to Theory of Reasoned Action （TRA）, we will find out the impact of attitude and intention behavior on IM usage of tourist industry employees.Data was collected 188 potential users, The data were further analyzed by SPSS. The results accept hypothesis to prove the positive attitudes influence the users’ attitude.
Finally, it is hoped that research outcomes could be useful for companies that intend to implement IM and follow-up research.
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