應用科技接受模式探討信任與滿意度對電子旅遊使用者行為意圖的影響

Applying technology acceptance model to discuss the influence of trust and satisfaction on E-tourism users’ behavior intention

黃毓玲(Yu-Ling Huang)

指導教授 ： 王正華

共同指導教授 ： 廖祿文(Lu-Wun Liao)

長榮大學/管理學院/企業管理學系(所)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00181

摘要

資訊與通訊技術是旅遊業競爭力是否能有效發揮的重要關鍵。對於近代的旅遊產業，在網路上迅速地搜尋資訊與交易是一種理想的方法，亦即使用電子化系統達到行程規劃、購買所需的旅遊產品等等。但許多消費者選擇不在網路上購物，其中，對網路上的企業缺乏信任是最重要的原因。因此，旅遊企業必須減少這些阻礙，建立一個值得信賴的操作環境。
本研究應用科技接受模式的兩個信念：知覺有用與知覺易用來探討用戶的信任及滿意度，受訪者來自曾經於網路上購買或使用電子旅遊產品的顧客，並運用結構方程建模的方法來研究知覺有用性、知覺易用性、信任、滿意與再次使用意願之間的關係。
我們的研究結果顯示，使用者的知覺有用與知覺易用有顯著且正向的影響使用者的滿意度，知覺易用性與信任有顯著的影響，而知覺有用性則透過滿意度間接影響信任，進而影響了使用者願意再次使用的意願。我們的研究意味著，首先要使顧客對電子旅遊系統的使用感到滿意，進而增加對旅遊網站的信任，最後影響顧客是否願意再次使用這個電子旅遊網站。

關鍵字

科技接受模式 ； 信任 ； 滿意度 ； 再次使用意願

並列摘要

Information and communication technology play an important role in effectively developing competitive power for tourism. For modern tourism industry, searching for information and making deals on Internet is an ideal method, i.e. using electronic system to complete journey planning, tourism products purchasing, etc. However, many consumers don’t buy things via Internet, and lack of trust in on-line enterprise is a main cause. Therefore, enterprises engaging in tourism must reduce such obstructions and establish a reliable operating environment.
This study uses two believes of Technology Acceptance Model-perceived usefulness and perceived ease of use to investigate users’ trust and satisfaction. Interviewees are customers who once purchased via Internet or used electronic tourism products. Structural equation modeling is used to study relationships between perceived usefulness, perceived ease of use, trust, satisfaction and willingness to reuse.
Our findings show that users’ perceived usefulness and perceived ease of use have a significant and positive influence on their satisfaction; perceived ease of use significantly affects trust; through satisfaction, perceived usefulness exerts an indirect effect on trust and thus influences user’s willingness to reuse. Our research suggests that the first thing is to make customers feel satisfied with using electronic tourism products; then, customers’ trust in tourism website will increase; finally, their willingness to reuse website will be affected.

並列關鍵字

TAM ； Technology Acceptance Model ； Trust ； Satisfaction ； Intention to Reuse ； e-Commerce

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