研究生: |
戴瑩 Tai, Ying |
---|---|
論文名稱: |
以科技接受模式探討線上旅遊網站之使用意圖-以易遊網為例 Using Technology Acceptance Model to explore the Behavioral Intention - A case of ezTravel in Taiwan |
指導教授: |
蔡明田
Tsai, Ming-Tien |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理學系 Department of Business Administration |
論文出版年: | 2011 |
畢業學年度: | 99 |
語文別: | 中文 |
論文頁數: | 90 |
中文關鍵詞: | 科技接受模式 、理性行為理論 、信任 、線上旅遊 |
外文關鍵詞: | TAM, TRA, trust, online tourism |
相關次數: | 點閱:84 下載:12 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
隨著科技進步及電腦普及,使用網際網路的人口越來越多,伴隨網際網路的興起,電子商務發展也越來越蓬勃,其中最具代表性的就屬線上購物的興起,台灣線上購物可區分為B2C、C2C、及B2B2C三大型態,而在B2C市場中以旅遊市場規模最大,佔整體B2C的48.9%,由此可見線上旅遊具有很大的市場需求及成長潛力。
本研究以科技接受模式為基礎,結合理性行為理論,加入信任因素,探討消費者對線上旅遊網站之認知有用性、認知易用性、信任、使用態度、主觀規範對使用意圖的影響,並探討認知有用性、認知易用性、信任、使用態度、主觀規範之間相互影響關係。本研究以臺灣線上旅遊網站—易遊網為例,對實際使用過易遊網之消費者進行問卷調查,問卷總計發放出282份,包含182份網路問卷與100份紙本問卷,回收之有效問卷為243份,有效問卷回收率為86.1%。
本研究使用線性結構方程模式來驗證消費者對線上旅遊網站之認知有用性、認知易用性、信任、使用態度、主觀規範及使用意圖之關係,研究結果證實:
一、認知有用性、認知易用性、使用態度、主觀規範對使用意圖皆有正向顯著影響關係,其中認知易用性為間接透過認知有用性與使用態度影響使用意圖,認知有用性則透過使用態度去影響使用意圖。
二、認知易用性會正向顯著影響信任,而信任則會正向顯著影響認知有用性。
三、主觀規範會正向顯著影響使用態度。
As the rapid progress of technology and widespread usage of computers, there are more and more populations that use internet. With the boost of the internet, e-commerce development has become increasingly prosperous, the most representative case of this field may be the rise of online shopping. In Taiwan, online shopping market can be divided into three types, including B2B, B2C and B2B2C. Besides, B2C has account for 48.9% of online shopping market, and may be the largest portion in online tourism market. Therefore, we can find out that the online tourism market has great demand and growth potential.
This research is based on the theory of technology acceptance model, also combined with the theory of reasoned action, and adding trust factor into consideration. It is to explore the influence of consumer perceived usefulness, perceived ease of use, trust, attitude, subjective norm on the intention to use toward online travel site. Moreover, it is also to discuss the relationship between perceived usefulness, perceived ease of use, trust, attitude, subjective norm. Also, this research is based on online travel site in Taiwan and use ezTravel as an example. This research’s target characters are the consumers who have actual experiences on using ezTravel. During the sampling process, this research delivered 282 questionnaires, including 182 online questionnaires and 100 paper questionnaires. Consequently, there were 243 effective questionnaires returned with effective response rate of 86.1%.
In this research, linear structural equation model is applied to examine the hypothesis. The major findings of the research are stated below:
1.Perceived usefulness, perceives ease of use, attitude, subjective norm have positive and significant effects on intention to use. However, perceived ease of use influences intention to use through perceived usefulness and attitude as mediates. Also, perceived usefulness influences intention to use through attitude.
2.Perceived ease of use has positive effects on trust, and trust has positive effects on perceived usefulness.
3.Subjective norm has positive effects on attitude.
一、中文部分
1.吳萬益(2008),企業研究方法,第三版,台北:華泰書局。
2.吳明隆與涂金堂(2005),SPSS與統計應用分析,二版,台北:五南圖書出版有限公司。
3.吳明隆(2009),結構方程模式:AMOS的操作與應用,第二版,台北:五南圖書出版有限公司。
4.邱顯貴、楊亨利(2003),電子商務網站信任管理之研究,中華管理評論國際學報,第6卷第5期,第152至175。
5.常盛君(2003),財團參戰,線上旅遊第二仗開打,財訊,253,333-337。
6.鈕先鉞(2001),旅運經營學,第八版,台北:華泰文化事業公司。
7.資策會 創新應用服務研究所FIND(2010),2009網際網路應用及發展年鑑,財團法人資策會創新應用服務研究。
二、網路資源
1.交通部觀光局
http://taiwan.net.tw/w1.aspx
2.聯合國國際電信聯盟( ITU ) http://www.itu.int/net/pressoffice/press_releases/2010/39.aspx
3.行政院
http://www.nici.nat.gov.tw/content/application/nici/generala/guest-cnt-browse.php?cntgrp_ordinal=1002006100110004&cnt_id=785
三、英文部分
1.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
2.Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research: Addison-Wesley Pub. Co.
3.Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918.
4.Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour: Prentice-Hall.
5.Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. The Journal of Marketing, 54(1), 42-58.
6.Baloglu, S., & Pekcan, Y. A. (2006). The website design and Internet site marketing practices of upscale and luxury hotels in Turkey. Tourism Management, 27(1), 171-176.
7.Barkhi, R., Belanger, F., & Hicks, J. (2008). A Model of the Determinants of Purchasing from Virtual Stores. Journal of Organizational Computing and Electronic Commerce, 18(3), 177-196.
8.Bhattacherjee, A. (2002). Individual Trust in Online Firms: Scale Development and Initial Test. J. Manage. Inf. Syst., 19(1), 211-241.
9.Blau, P. M. (1964). Exchange and power in social life. New York:Wiley.
10.Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622-633.
11.Chew, K.-W., Shingi, P., & Ahmad, M. (2006). TAM Derived Construct of Perceived Customer Value and Online Purchase Behavior: An Empirical Exploration. In R. Suomi, R. Cabral, J. Hampe, A. Heikkilä, J. Järveläinen & E. Koskivaara (Eds.), Project E-Society: Building Bricks (Vol. 226, pp. 215-227): Springer Boston.
12.Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. The Journal of Marketing, 54(3), 68-81.
13.Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems : theory and results. Massachusetts Institute of Technology.
14.Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
15.Davis, F. D. (1993). User acceptance of information technology: Systems characteristics, user perceptions and behaviroal impacts. . International Journal of Man-Machine Studies, 38(3), 475-487.
16.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003.
17.Deutsch, M. (1958). Trust and Suspicion. The Journal of Conflict Resolution, 2(4), 265-279.
18.Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. The Journal of Marketing, 61(2), 35-51.
19.Doney, P. M., Cannon, J. P., & Mullen, M. R. (1998). Understanding the Influence of National Culture on the Development of Trust. The Academy of Management Review, 23(3), 601-620.
20.Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. The Journal of Marketing, 51(2), 11-27.
21.Elangovan, A. R., & Shapiro, D. L. (1998). Betrayal of Trust in Organizations. The Academy of Management Review, 23(3), 547-566.
22.Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
23.Fukuyama, F. (1995). Trust: the social virtues and the creation of prosperity: Free Press.
24.Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. The Journal of Marketing, 58(2), 1-19.
25.Gefen, D. (2000). E-commerce: the role of familiarity and trust.
26.Gefen, D. (2002). Nurturing clients' trust to encourage engagement success during the customization of ERP systems. Omega, 30(4), 287-299.
27.Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. SIGMIS Database, 33(3), 38-53.
28.Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90.
29.Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
30.Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin 68(2), 104-120.
31.Hart, P., & Saunders, C. (1997). Power and Trust: Critical Factors in the Adoption and Use of Electronic Data Interchange. Organization Science, 8(1), 23-42.
32.Hosmer, L. T. (1995). Trust: The Connecting Link between Organizational Theory and Philosophical Ethics. The Academy of Management Review, 20(2), 379-403.
33.Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868.
34.Jarvenpaa, S., Tractinsky, N., Vitale, M. . (2000). Consumer trust in an internet store. Information Technology and Management, 1, 45-71.
35.Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer Trust in an Internet Store: A Cross-Cultural Validation. Journal of Computer-Mediated Communication, 5(2), 1-35.
36.John K. Butler, J. (1991). Toward understanding and measuring conditions of trust: evolution of a conditions of trust inventory. Journal of Management 17(3), 643-663.
37.Keen, P., Ballance, G., Chan, S., & Schrump, S. (1999). Electronic Commerce Relationships: Trust by Design: Prentice Hall PTR.
38.Kim, H.-b., Kim, T., & Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers' acceptance of airline B2C eCommerce websites. Tourism Management, 30(2), 266-277.
39.Korsgaard, M. A., Schweiger, D. M., & Sapienza, H. J. (1995). Building Commitment, Attachment, and Trust in Strategic Decision-Making Teams: The Role of Procedural Justice. The Academy of Management Journal, 38(1), 60-84.
40.Kumar, N., Scheer, L. K., & Steenkamp, J.-B. E. M. (1995). The Effects of Supplier Fairness on Vulnerable Resellers. Journal of Marketing Research, 32(1), 54-65.
41.Lane, C., & Bachmann, R. (1996). The Social Constitution of Trust: Supplier Relations in Britain and Germany. Organization Studies, 17(3), 365-395.
42.Law, R. (2000). Internet in travel and tourism-Part I. Journal of Travel & Tourism Marketing, 9(3), 65-71.
43.Law, R., Leung, K., & Wong, R. (2004). The impact of the Internet on travel agencies. International Journal of Contemporary Hospitality Management, 16(2), 100-107.
44.Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision Support Systems, 29(3), 269-282.
45.Lee, M. K. O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce 6(1), 75-91.
46.Lin, C.-T. (2010). Examining e-travel sites: an empirical study in Taiwan. Online Information Review, 34(2), 205 - 228.
47.Luhmann, N. (1979). Trust and power. London: Wiley.
48.Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709-734.
49.McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations. The Academy of Management Journal, 38(1), 24-59.
50.McKnight, D. H., & Chervany, N. L. (2001). What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology. Int. J. Electron. Commerce, 6(2), 35-59.
51.McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3-4), 297-323.
52.McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial Trust Formation in New Organizational Relationships. The Academy of Management Review, 23(3), 473-490.
53.McKnight., D. H., & Chervany, N. (2001). Trust and Distrust Definitions: One Bite at a Time. In R. Falcone, M. Singh & Y.-H. Tan (Eds.), Trust in Cyber-societies (Vol. 2246, pp. 27-54): Springer Berlin / Heidelberg.
54.Moorman, C., Deshpandé, R., & Zaltman, G. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(314-328).
55.Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. The Journal of Marketing, 57(1), 81-101.
56.Morgan, R. M., & Shelby, D. H. (1994). The Commitment-Trust Theory of Relationship Marketing. The Journal of Marketing, 58(3), 20-38.
57.Mullen, T. (2000). Travel's long journey to the web. Internet Week, 835, 103-106.
58.Olmeda, I., & Sheldon, P. (2001). Data mining techniques and applications for tourism Internet marketing. Journal of Travel & Tourism Marketing, 11, 1-20.
59.Ramaswami, S. N., Srinivasan, S. S., & A., G. S. (1997). Information asymmetry between salesperson and supervisor: postulates from agency and social exchange theories. Journal of personal selling & sales Management, 17(3), 29-50.
60.Reed, M. (1999). E-commerce: an era of confusion. Marketing, 9, 27-28.
61.Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: YourSecret Weapon on the Web.
62.Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). Trust in close relationships. Journal of Personality and Social Psychology, 49(1), 95-112.
63.Rose, G., Khoo, H., & Straub, D. W. (1999). Current technological impediments to business-to-consumer electronic commerce. Commun. AIS, 1(5es), 1.
64.Rotter, J. B. (1971). Generalized expectancies for interpersonal trust. American Psychologist, 26(5), 443-452.
65.Rotter, J. B. (1980). Interpersonal trust, trustworthiness, and gullibility. American Psychologist, 35(1), 1-7.
66.Schofield, J. W. (1975). Effect of norms, public disclosure, and need for approval on volunteering behavior consistent with attitudes. Journal of Personality and Social Psychology, 31(6), 1126-1133.
67.Schoorman, F., Mayer, R., & Davis, J. (2007). An Integrative Model of Organizational Trust: Past, Present, and Future. The Academy of Management Review ARCHIVE, 32(2), 344-354.
68.Schurr, P. H., & Ozanne, J. L. (1985). Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness. The Journal of Consumer Research, 11(4), 939-953.
69.Shapiro, S. P. (1987). The Social Control of Impersonal Trust. American Journal of Sociology, 93(3), 623-658.
70.Straub, D., Keil, M., & Brenner, W. (1997). Testing the technology acceptance model across cultures: A three country study. Information & Management, 33(1), 1-11.
71.Szajna, B. (1994). Software Evaluation and Choice: Predictive Validation of the Technology Acceptance Instrument. MIS Quarterly, 18(3), 319-324.
72.Szajna, B. (1996). Empirical Evaluation of the Revised Technology Acceptance Model. Management Science, 42(1), 85-92.
73.Vallerand, R. J. D., Paul; Cuerrier, Jean-Pierre; Pelletier, Luc G.; Mongeau, Claude. (1992). Ajzen and Fishbein's theory of reasoned action as applied to moral behavior: A confirmatory analysis. Journal of Personality and Social Psychology, 62(1), 98-109.
74.Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
75.Wan, C. S. (2002). The web sites of international tourist hotels and tour wholesalers in Taiwan. Tourism Management, 23(2), 155-160.
76.Wu, J.-H., & Wang, S.-C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719-729.
77.Zucker, L. G. (1986). Production of trust: Institutional sources of economic structure, 1840–1920. Research in Organizational Behavior, 8, 53-111.