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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110750

    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
    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。
    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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