혁신기술 수용모델(TAM)을 이용한 관광전자상거래 소비자의 행동고찰

An Investigation on Consumer Tourism and Electronic Commerce through the Technology Acceptance Model: With Emphasis on Online Travel

This study investigated the tourism-related electronic commerce behavior of consumers. With the rapid growth of electronic commerce, especially in online travel, studies on this topic would be very important. Yet the studies on this topic are very limited. This study, in recognizing electronic commerce as an innovation, showed how consumers’ channel satisfaction and preferences were noted by applying the technology acceptance model and security. The results of the survey on 220 consumers revealed that perceived usefulness and perceived ease of use and security had a positive impact on consumers’ channel satisfaction and preference. Lastly, applications and related limitations were discussed.