Abstract
This study explores the relationships among technology acceptance, perceived online risk, reducing transaction cost, service quality and satisfaction of customers’ transaction process in the Taiwan e-travel agency context. A mail survey of online travel products purchasers achieved an effective response rate of 58.3%. Data were analyzed using the structural equation modeling and multigroup comparison. The findings reveal that technology acceptance, perceived online risk, reducing transaction cost, and service quality are directly influence transaction satisfaction. Furthermore, the travel product types show its moderating effects on perceived online risk, reducing transaction cost, and service quality to transaction satisfaction
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