Using Technology Readiness and Acceptance Model to Explore Users’ Intentions of Virtual Reality Travel Experience

• Main Authors: CIOU, SIH-HAN, 邱思涵
• Other Authors: SHIH, YUEH-CHUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ta8b82

碩士 === 國立高雄餐旅大學 === 觀光研究所 === 105 === Since the 21st century, the tourism industry has become the most socio-economic indicators of the industry, science and technology industry, new technology applications in tourism is also more and more common, through the virtual reality (Virtual Reality) so that consumers can more and more reliable The way to pre-experience tourism products, increase the attractiveness of tourist destinations, and reduce the risk of field tourism.To make the virtual reality travel experience to achieve the desired benefits, the prerequisite is the users’ acceptance and willing to use. Therefore, the purpose of this study is to explore the users’ intention of virtual reality travel experience. The Technology Readiness and Acceptance Model (TRAM) and quantitative research method are conducted. And the total of 480 questionnaires were distributed and 453 usable samples obtained. The Partial Least Squares (PLS) is implemented to analyze the validation of research model. The result suggests that (1) Technology readiness for the optimism of consumers has a significant positive influence on perceived usefulness and perceived ease of use Virtual Reality travel. (2) Technology readiness for the innovation of consumers has a significant positive influence on perceived usefulness and perceived ease of use Virtual Reality travel. (3) Technology readiness for the insecurity of consumers has a significant positive influence on perceived usefulness and perceived ease of use Virtual Reality travel. (4) Perceived ease of use has a significant positive influence on perceived usefulness and users’ intention. (5) Perceived usefulness have a significant positive influence on users’ intention. This finding offers an insight into the market and is expected to provide the application developers with comprehensive information.