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Effects of Perceived Usefulness, Perceived Ease of Use and Perceived Enjoyment on Intention to Use Tourism Application: Moderating Effects of Demographic Characteristics
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관광애플리케이션의 지각된 유용성, 지각된 사용용이성, 지각된 유희성이 사용의도에 미치는 영향 : 인구통계학적 특성의 조절효과를 중심으로

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Type
Academic journal
Author
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.30 No.1 KCI Accredited Journals
Published
2016.1
Pages
101 - 121 (21page)
DOI
10.21298/IJTHR.2016.01.30.1.101

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Effects of Perceived Usefulness, Perceived Ease of Use and Perceived Enjoyment on Intention to Use Tourism Application: Moderating Effects of Demographic Characteristics
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The purpose of the present study is to find out the structural relation of effects of key variables that influence the intention to use tourism application, by applying the Extended Technology Acceptance Model to which perceived enjoyment and demographic variables as moderators were added. The results of this study are as follows. Firstly, the perceived enjoyment, perceived ease of use, and perceived usefulness directly influence the intention to use tourism application in order. Secondly, verification results of moderation effects of gender between belief variables and intention to use tourism application show that the perceived enjoyment and perceived usefulness are important factors for male while perceived ease of use and perceived enjoyment are important factors for female. The findings of this study are expected to contribute to the theoretical extension of TAM and to enhance the explanatory power of technology acceptance in academic aspects. And in a practical point of view findings suggest that it is needed to enhance the level of perceived usefulness, perceived ease of use and perceived enjoyment in order to make the mostof tourism application which is leading smart tourism in these modern times in the development of marketing strategy. In addition, findings suggest that tourism marketers as well as application developers should understand gender differences in the acceptance and adoption of tourism application and each characteristic of male and female users should be taken into consideration in the development of business strategy.
#관광애플리케이션 #기술수용모델 #사용의도 #조절효과 #지각된 사용용이성 #지각된 유용성 #지각된 유희성 #Intention to Use #Moderation Effects #Perceived Ease of Use #Perceived Enjoyment #Perceived Usefulness #Technology Acceptance Model #Tourism Application

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References (109)

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고영관⋅김근형(2011). 모바일앱 관광콘텐츠 사용자의 재사용 의도에 미치는 영향요인 분석. 한국콘텐츠학회논문지, 11(12): 844-855. google schola 김계수(2010). AMOS 18.0 구조방정식 모형 분석. 한나래아카데 미. google schola 김미선(2010). IPTV 이용자의 이용인식과 수용결정요인에 관한 연구. 한국언론정보학보, 52; 177-202. google schola 김민형⋅맹파⋅황영현(2012). 여행목적 스마트폰 수용 집단별 수용 의사결정의 영향요인 차이연구. 관광학연구, 36(7): 139-156. google schola 김상훈(2006). 마케팅핵심원리와 실천전략. 크레듀. google schola

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UCI(KEPA) : I410-ECN-0101-2016-326-002715735