The Study on the Behavior Intention to Use with Mobile Application of Local Tour Platform

• Main Authors: LEE, YU-YING, 李昱穎
• Other Authors: LIU, JUI-SHIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5z5274

碩士 === 靜宜大學 === 觀光事業學系 === 107 === It is a continuous rising trend for tourism industry to provide e-business which integrates travel websites and destination platform to provide travel services. Passengers can search travel information on online travel agencies, and even through online transactions, they can complete the travel arrangements and purchases the travel product without leaving home.Based on Technology Acceptance Model (TAM) and mobile APP attributes, this study explores travelers’ behavior intention to purchase local tours by using mobile application of destination. There are 413 valid questionnaires. The results show that Mobile APP design attributes positively influence perceived usefulness and perceived ease of use; perceived usefulness and perceived ease of use positively influence attitude toward using; attitude toward using positively influence behavior intention to use. Finally, this study provides theoretical and managerial implication for local tour platform business.