| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士班 === 102 === A Study on Travel Intention of Trading through the Website by an Extended
Technology Acceptance Model
Student:Wan-E Weng Advisor : Prof. De-Chih Lee
Su-Feng Lin
D a –Y e h U n i v e r s i t y
ABSTRACT
This study aimed to discuss the intention and influence of consumer adoption of Online order buy Travel itinerary. The theory is base on Extended Technology Acceptance Model（TAM2） (Venkatesh & Davis,2000) as the theoretical basis and modified the TAM2, by adding two variables of “subjective norms” and “habits” to process an empirical study of consumer adoption of Online order buy travel itinerary .
This study adopted questionnaire survey method. There were 450
questionnaires totally, and 445 response questionnaires. After deducting 22 invalid questionnaires of unfinished questionnaires and none Online order buy Travel itinerary experience questionnaires, there were 423 valid questionnaires for all ,and the effective response rate was 94%.
The results of this study indicate that (1)the factor of user's “habit” has positive effect on the“perceived usefulness” and “perceived ease of use”；(2)the factors of user's ”subjective norms”, “perceived ease of use” have positive influence on the “purchase intention”；and (3) the factors of "perceived ease of use" and “habit” have positive influence on the " perceived usefulness”.
Key Words : Technology Acceptance Model、Subjective Norm、Habit、
The Extended Technology Acceptance Model
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