A study of Tourists using Technology Service Innovation Behavior Model
碩士 === 德明財經科技大學 === 行銷管理系 === 102 === Based on Venkatesh’s UTAUT model as the theory background, the purpose of this study is to understand the behavior intention of tourists and other related factors considering self -service technologies in tourism of the present situation, including the differenc...
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| Format: | Others |
| Language: | zh-TW |
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2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/06276563886087675798 |
| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 102 === Based on Venkatesh’s UTAUT model as the theory background, the purpose of this study is to understand the behavior intention of tourists and other related factors considering self -service technologies in tourism of the present situation, including the difference of using KIOSK or web self-service. By conducting random sampling, a total of 640 questionnaires were collected at Taiwan Taoyuan International Airport, and processed through Structural Equation Modeling (SEM) to analyze the hypothetical models. The result of this study indicated that performance expectancy, effort expectancy and perceived informativeness had significant effects on behavioral intention. Behavioral intention had significant effects on actual use. The end of this study also provided managerial and practical implication as references for travel executives to understand customers’ need and advices for future researchers to study.
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