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    Title: 以技術接受模型探討線上訂房網站之使用意願
    Other Titles: A study of the influencing the using intention of online accommodation reservation : the TAM model perspective
    Authors: 林傳晉;Lin, Chuan-Chin
    Contributors: 淡江大學國際企業學系碩士在職專班
    張俊惠
    Keywords: 線上訂房;技術接受模型(TAM);態度;Online Accommodation Reservation;TAM;Attitude
    Date: 2016
    Issue Date: 2017-08-24 23:35:07 (UTC+8)
    Abstract: 隨著電子商務的使用便利,利用3C產品的比率也是逐年上升,電子商務的型態也隨之改變,變成行動商務,在國外行動購物市場占交易量的比率呈正向成長,行動購物已蔚為風潮,因此,本研究以技術接受模型(Technology Acceptance Model) 為基礎,探討臺灣線上訂房網站市場中,消費者的「知覺易用性」、「知覺有用性」、及「態度」對於「使用意願」之影響。
    本研究對研究對象進行網路問卷的施測,並使用LISREL來進行SEM分析,以驗證本研究模型與相關假說,得知以下結論:
    ㄧ、對台灣線上訂房網站市場而言,消費者的態度是影響消費者使用意願重要的關鍵前因,不論是知覺有用或知覺易用對使用意願影響的過程中,態度都有著重要且關鍵的影響力。
    二、對臺灣行動購物市場而言,知覺易用性對行動購物使用意圖的影響中,知覺有用性、信任及態度確實扮演著中介角色,其中以態度最為關鍵。
    根據本研究資料分析的結果,態度是影響行動購物使用意圖的關鍵因素,故如何提升消費者正面的態度,並進一步促動使用意圖,將是線上訂房傳平台商需追求目標。
    Following the E-commerce is becoming the trend, people used to shop online by 3C products. It also change the way of how to book hotel. Therefore, this study will use TAM model to research how perceived ease of use, perceived usefulness and attitude influence consumer usage intention in Taiwan hotel booking sites market.

    This study used LISREL and SPSS to analysis, and there are some findings from the research:

    1. In Taiwan hotel booking sites market, consumers perceived ease of use and perceived usefulness have significant impact to usage intention.
    2. In Taiwan hotel booking sites market, attitude has mediation effect.

    According to the results, perceived ease of use is the key for influence consumer usage intention.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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