모바일 관광애플리케이션의 서비스품질에 따른 소비자의 사용의도에 관한 연구

A study on the impact of Mobile Tourism Application Service Quality on consumer’s intention: Focusing on Technology Acceptance Model

The purpose of this study is to investigate the impact of Mobile Tourism Application Service Quality on consumer’s attitude and intention that applying the Technology Acceptance Model to which the Contents Quality, System Quality and Interaction Quality as independent variables were added. In order to measure the theoretical variables and ensure the reliability and validity of measurement tools correctly we used the exploratory factor analysis and confirmatory factor analysis. The results of this study are as follow. Firstly, the empirical results showed that 3 components of Mobile Tourism Application Service Quality have a positive impact on Perceived Usefulness and Perceived ease of use. Secondly, a significant correlation was observed between perceived usefulness, perceived ease of use and intention to use tourism application. The results of this study are expected to contribute to the theoretical extension of TAM which suggested that tourism marketers as well as application developers should pay attention to tourism service quality in the acceptance and adoption of tourism application and each of the components should be taken into consideration in the development of marketing strategy.