사회적 환경요인이 인터넷 여행상품의 탐색가치와 구매유용성 및 구매의도에 미치는 영향

The Impacts of Social Environment Factors on the Value of Information Searching, Usefulness of Purchasing and Intention to Purchase Internet Travel Products: The Case of the Extended TAM

This study applied the extended technology acceptance model(TAM) in order to conceptualize of social environment as a key cause affecting purchase intention of internet travel products. Social environment includes subjective norm, image, visibility, and word-of-mouth/site recommendation. Writers examined if these social environment factors affected the perceived value of information searching composed of perceived fun, perceived trust, and perceived ease of use, and also if these factors affected purchase intention through the perceived value of information searching. Main findings are that subjective norm, visibility, and word-of-mouth/site recommendation affected purchase intention significantly. Furthermore, perceived ease of use affected purchase intention through perceived usefulness of purchasing.