스마트폰 서비스에 대한 여행자의 지각이 태도와 사용 의도에 미치는 영향에 관한 연구

The Influence of Travelers' Perception of Smart Phone Services on their Attitude and Intention to Use: An Application of TAM and PDA Theory

This study examined the structural relationship between travelers' perception of smart phone services and their attitude and intention to use. By incorporating the Technology Acceptance Model(TAM) and Pleasure-Arousal- Dominance(PAD) theory , five hypotheses were developed and empirically tested using a structural equation model analysis. Data were collected from an online survey of 131 individual travelers who have had experience of using smart phone services from May to July 2010. Results showed that ‘pleasure’, ‘perceived usefulness’ and ‘arousal’ made significant effects on the respondents' attitude toward using smart phone services. Interestingly, ‘pleasure’ made positive impact on the travelers' attitude, while ‘arousal’ made negative effect on the travelers' attitude. In addition, results indicated that the ‘perceived ease of use’ was not significantly associated with the intention to use. Results of this study suggest that tourism industry practitioners might need to understand both cognitive factors and emotional factors in their understanding of travelers consuming behaviors.