Adoption of Instant Messaging By Travel Agency Workers in Taiwan: Integrating Technology Readiness with the Theory of Planned Behavior

Yueh-Chun Shih ； Shin-Tsen Fan

《International Journal of Business and Information》 8卷1期 (2013/06) Pp. 120-136

https://doi.org/10.6702/ijbi.2013.8.1.5

並列摘要

Instant messaging (IM) applications are beginning to move into the tourism workplace. This paper analyzes the range of influences affecting the adoption of IM by customer service representatives in Taiwan travel agencies. Variables were found in Parasuraman's [2000] technology readiness index (TRI) and Ajzen's [1991] theory of planned behavior (TPB). Data for this study was obtained from questionnaires administered to customer service representatives at 2,241 registered travel agencies in Taiwan. A total of 188 completed questionnaires were returned, and these variables were then factor analyzed. The results indicated that only the factor optimism leads to a positive attitude toward using IM tools, and that it indirectly leads to advantageous effects on behavioral intentions. Positive optimism toward IM at work explained best why some employees had a higher attitude and intention to adopt IM than others. The more positive optimism that a customer exhibits, the higher that person's attitude and intention are to adopt IM. The results also indicated that IM tools have no barrier to adoption and use. That fact encouraged travel agencies in Taiwan to comprehensively adopt IM as on-line service tools. Limitations of the research are discussed, and implications for future research are presented.

並列關鍵字

Instant messaging (IM) ； travel agency ； technology readiness index (TRI) ； theory of planned behavior (TPB)

參考文獻

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