확장된 기술수용모델(ETAM)에 따른 여행사 스마트폰 애플리케이션에 대한 수용과 확산에 관한 연구

Study on Utilization and Circulation toward Smartphone Application of Travel Agencies Based on the Extended Technology Acceptance Model(ETAM)

The constructional concepts in extended terms are applied in ETAM in order to understand their detailed relationships to each other to provide an insight in tourism business and mobile marketing in addition to providing useful preliminary data for future relevant e-commerce researches. The several implications drawn from the survey research are as follow. First, the quality of contents and the perceived ease of use affect positively on the perceived usefulness. Next, the perceived ease of use, the perceived usefulness and the trust affect positively on the attitude toward mobile applications provided by travel agencies by 81.8%. Also, the perceived usefulness creates a positive effect on the trust by 71.9%. On the other hand, the attitude toward mobile applications provided by travel agencies draw positive effects on the behavioral intention of the users while perceived risk creates a negative effect on their behavioral intention, therefore, 90.9% of their behavioral intention can be explained by the two constructional concepts. Lastly, the attitude toward mobile applications provided by travel agencies creates a positive effect on the attitude toward travel agencies by 89.9%. Based on these findings, the theoretical and practical implications were further discussed.