Using UTAUT Model to Explore the Travel Intention Through On-line Ordering

• Main Authors: Chia-Yi Wu, 吳嘉益
• Other Authors: De-Chih Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/27782553567922631932

碩士 === 大葉大學 === 休閒事業管理學系碩士班 === 102 === Using UTAUT Model to Explore the Travel Intention Through On-line Ordering Student:Chia-Yi Wu Advisor : Prof. De-Chih Lee Su-Feng Lin D a –Y e h U n i v e r s i t y ABSTRACT 　 The annual increasing of travel people in Taiwan brings the business opportunity for many industries, especially for the Tourism industry. However, Internet booms and enhances the prosperity of on-line shopping and Tourism E-commerce. The traditional tourism industries face the new competition and challenge and understand the importance of demand of consumers while managing the travel website. The study of this paper build the construction of theory based on UTAUT and added the factor of perceived risk to explore the influence factors for the travel intension through on- line ordering. The survey object is the people who have the experience of ordering the travel products through Internet. The result of the study reveals the main influence factors to the usage intention of ordering the travel products through Internet includes Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI). But here Perceived Risk is not main influence factor .Furthermore, the age has the effect of modulation between Effort Expectancy (EE) and usage intention. We do hope that the analysis result can provide the tactic reference to build the better ordering environment for Tourism E-Commerce industry. Key Words : UTAUT, perceived risk , Tourism E-Commerce