기술수용모델을 적용한 항공권 구매플랫폼의 시스템품질이 고객만족과 행동의도에 미치는 영향

Abstract

This research has analyzed the influences of System Quality of the Platform for Airline tickets using Technical Acceptance Model(TAM) on Customer Satisfaction, Behavioral Intention, make comparative studies with Portal Site and Tour Platform. The study method was to conduct a online survey and off-line research targeting the various tourist. The empirical survey was conducted between February 10 and February 22, 2017, and 490 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, structural equation model analysis and study model hypotheses. The study results showed that first, System Quality of the Platform for Airline tickets was divided into Functionality, Security, Reliability and Innovativeness according to the literature review. Analysis showed that System Quality of the Platform for Airline tickets has effect on Perceived Ease of use and Perceived Usefulness of technical acceptance model(TAM) accordingly. Secondly, Ease of use has effects Perceived Usefulness technical acceptance model(TAM). Thirdly, Perceived Ease of use and Perceived Usefulness of technical acceptance model(TAM) has effects Customer Satisfaction, Behavioral Intention. The findings has significant implications for System Quality of the Platform for Airline tickets and academic researchers. This research has several implications such as Platform for Airline tickets requires what kind of online strategies focused on in order to predict passenger's behavioral intentions.