A Study on the Technology Acceptance Model Using the Service Quality of Travel Reservation Application.
김포대학교 인문사회경영학부 강사, Lee Saehoon, Jungnam Moon · Journal of Tourism Management Research · 2019
In the tourism market, the volume of transactions through mobile has increased rapidly recently. In this regard, we conducted a study using the technology acceptance model to determine whether the service quality of the travel reservation application affects consumers' acceptance of technology and behavioral intentions. This research is a study of Technology Acceptance Model that uses Travel Reservation Application Service Quality as external variable. The study method was to conduct a online survey and off-line research targeting the various tourist. An empirical survey was conducted between August 13 and August 27, 2018, and 175 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, structural equation model analysis and study model hypotheses. Analysis showed that Travel Reservation Application Service Quality effect on Technology Acceptance(Perceived Ease of use and Perceived Usefulness) accordingly. Secondly, Technology Acceptance has effects Behavioral Intention.