Abstract
The purpose of this study is to investigate the structure relation of mobile travel application characteristics, trust, attitude, intention of reuse. Data collection was conducted from 2019 December 1 to 2020 January 31. A total of 500 of the on-line questionnaires were distributed and 450 were used statistical analysis. To verify the proposed research hypothesis using AMOS 23.0. The result of this study as follows. First, informational availability, convenience, entertainment, security of mobile travel application characteristics showed significant effects on mobile travel application trust. Also informational availability, convenience, security of mobile travel application characteristics showed significant effects on mobile travel application attitude. Second, convenience of mobile travel application characteristics showed significant only effects on mobile travel application intention of reuse. Third, trust of mobile travel application showed significant effects on attitude and intention of reuse. Also, attitude of mobile travel application showed significant effects on intention of reuse. Fourth, trust and attitude of mobile travel application have a mediation effect. Based on the results of this statistical analysis, the marketing implications were provided to the mobile travel application manager.
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