Using Revised Technology Acceptance Model to explore Travel Product and Internet Buying Intention

• Main Authors: Li-Ling Yang, 楊立玲
• Other Authors: De-Chih Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/28855563589297297388

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The study is based on the theory of Revised Technology Acceptance Model. Such as ,to analyze Subject Norm、Image、Trust、Perceived usefulness、Perceived ease of use and the aspects of the experiences of consuming products on line. For the relevance of consumers’ will to purchase travel package tours on the web and through the study, it provides the reference resources to those who intend to develop on-line booking systems or offers recommendations on follow-up studies. The data which supports this study was gathered by the way of questionnaire survey. All the data was analyzed by quantification statistics. During the process, totally send out 512 questionnaires, retrieve 466 shares of questionnaire. And to deduct the 42 Invalid questionnaires that are not fully-answered or non-purchasing travel products on-line. There are 424 effective questionnaires and the rate of effective response is 90.9％. The study reveals that the behaviors of the consumers who do on-line shopping depend on the positive impressions of using this technology products. And it also affects the Subject Norms while making decisions. The Subject Norm 、Image、Perceived ease of use of Using the products makes a positive influence on Perceived usefulness. At last, we can find from the research that the aspects of Subject Norm、Perceived usefulness、Perceived ease of use、Trust lead a significant and positive influence for the consumers who have a will to buy Travel Products.