Using Extended Theory of Planned Behavior to Investigate Consumers’ Intention of Self-Service Travel Sites

• Main Authors: Chung-Hsuan Lin, 林仲軒
• Other Authors: Huei-Huang Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/52467984111018707066

碩士 === 大同大學 === 資訊經營學系(所) === 103 === The research objective of the study is the user of self-service travel sites and the theoretical frameworkis based on Theory of Planned Behavior. In accordance with the characteristic of the research topic, also includes aspects such as Perceived of Usefulness, Perceived Ease of Use, Flexibility and Personal Innovativeness in order to explain and predict the influence on self-service travel sites users’ intention. The study uses Partial least square (PLS) method to verify research model by twelve hypotheses. The results show the intention of self-service travel sites users is affected by Attitude, Subjective Norm and Perceived Behavior Control. Attitude is highlyinfluenced by Perceived of Usefulness, Perceived Ease of Use and Flexibility; Subjective Norm is significantly related to E-Wordof- mouth, Critical mass and Interpersonal Influence; and Perceived Behavior Control is correlated to Self-Efficacy and Facilitating Conditions. The conclusionand of the research and the managerialimplication could be references for the management of self-service travel sites and the academics in correlated fields.