An Application of the UTAUT Model to Explore the Behavior Intention of Travel APP Used by Tourist

• Main Authors: Cheng Shun-Cheng, 鄭舜丞
• Other Authors: Lin Chia-Rong
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/p988kc

碩士 === 景文科技大學 === 旅遊管理系觀光與餐旅管理碩士班 === 105 === With the changing of information technology, internet has brought us great convenience. People have been influence by using smart phone, the population of apps and taking travel seriously. Tourism industry has launched convenient and real-time travel App for public inquiries and provided options.In this study, Unified Theory of Acceptance and Use of Technology (UTAUT) are used as a basic model, then increase perceived price as an additional independent variable to explore impact of the behavior intentions. The research data was collected from questionnaires, there are 351 valid questionnaires, Statistical quantitative analysis such as descriptive statistics, reliability analysis, factor analysis, t-test, one-way ANOVA, pearson correlation analysis and regression analysis were used throughout data analysis by SPSS.The results of the study show：(1) Ages have a significant differences on effort expectancy, social influence and perceived price.(2)Marital status have a significant differences on effort expectancy and perceived price.(3)Occupation have a significant differences on effort expectancy and perceived price.(4)Experience have a significant differences on performance expectancy, effort expectancy, facilitating conditions and behavior intention.(5) The daily time of surfing on internet has a significant differences on social influence.(6) performance expectancy, effort expectancy, social influence , facilitating conditions, perceived price have a significant positive effect on behavior intention.The result of the study is expect to provide to the tourism industry as a reference , and to improve App function in order to make more convenient and easier to use.