여행예약애플리케이션 비사용자의 기술준비도를 활용한 기술수용모델에 관한 연구

A Study on the Technology Acceptance Model Using the Technology Readiness Index of Travel Reservation Application Non-User

Previous studies have been conducted only on users and experienced users, which seems to be similar to the 'survivorship bias' of World War II. Consumers who are accustomed to experiencing and using new technologies are now using almost all of these application services. Perhaps the biggest choice for such consumers is the price factor. That is why it is time for us to turn our eyes to non-users, or potential consumers, who are unfamiliar with the experience of these new technologies. Therefore, this study was conducted for non-users of travel reservation applications and wanted to know why they were reluctant to use them. Through convenience sampling method, total 200 surveys were distributed to Travel Reservation Application Non-User. The results of this research is presented as follows: First, technical readiness affects perceived ease of use. Second, technical readiness affects perceived usefulness. Third, perceived ease of use affects perceived usefulness. Fourth, perceived usefulness influences behavioral intentions. Fifth, perceived ease of use affects behavioral intentions. Sixth, technology readiness affects behavioral intentions. Seventh, the perceived usefulness between technology readiness and behavioral intent has no mediating effect. Eighth, ease of use perceived between technology readiness and behavioral intent has mediating effects.