题名

Adoption of Instant Messaging By Travel Agency Workers in Taiwan: Integrating Technology Readiness with the Theory of Planned Behavior

DOI

10.6702/ijbi.2013.8.1.5

作者

Yueh-Chun Shih;Shin-Tsen Fan

关键词

Instant messaging (IM) ; travel agency ; technology readiness index (TRI) ; theory of planned behavior (TPB)

期刊名称

International Journal of Business and Information

卷期/出版年月

8卷1期(2013 / 06 / 01)

页次

120 - 136

内容语文

英文

英文摘要

Instant messaging (IM) applications are beginning to move into the tourism workplace. This paper analyzes the range of influences affecting the adoption of IM by customer service representatives in Taiwan travel agencies. Variables were found in Parasuraman's [2000] technology readiness index (TRI) and Ajzen's [1991] theory of planned behavior (TPB). Data for this study was obtained from questionnaires administered to customer service representatives at 2,241 registered travel agencies in Taiwan. A total of 188 completed questionnaires were returned, and these variables were then factor analyzed. The results indicated that only the factor optimism leads to a positive attitude toward using IM tools, and that it indirectly leads to advantageous effects on behavioral intentions. Positive optimism toward IM at work explained best why some employees had a higher attitude and intention to adopt IM than others. The more positive optimism that a customer exhibits, the higher that person's attitude and intention are to adopt IM. The results also indicated that IM tools have no barrier to adoption and use. That fact encouraged travel agencies in Taiwan to comprehensively adopt IM as on-line service tools. Limitations of the research are discussed, and implications for future research are presented.

主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. Wu, Rune,Tsai, Gwo Yang,Lu, Iuan-yuan,Kuo, Tsuang(2017).USER'S PERCEIVED QUALITY OF MOBILE MESSAGE APP: EXPERIENCE FROM TAIWAN.品質學報,24(4),235-250.
  2. 沈盛達(2015)。影響民眾到綠色醫院接受醫療服務意願之研究─以台灣北部某綠色醫院為例。設計學研究,18(1),73-97。