여행상품 전자상거래 구매자의 여행사 웹사이트 고객만족에 관한 연구 = TAM(기술수용모델) 적용

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the satisfaction level of e-commerce users purchasing travel products with the websites of travel agencies they dealt with. It also revealed the influential relationship among variables affecting their satisfaction, as there was lately a rapid increase in e-commerce in tourism industry. The questionnaire was distributed over a two week period from October 25th to November 12th 2007. Of the 232 distributed questionnaires 174 copies were used in the analysis to give a response rate of 75.0 percent. For statistical data handling, SPSS 13.0 and AMOS 4.0 were used on an exploratory factor analysis, reliability analysis, correlation analysis, a confirmatory factor analysis, and a structural equation model. The findings of the study were as follows: First, the quality of the travel agency websites had a significant impact on perceived ease of use and usefulness. Second, the quality of the websites and perceived ease of use exercised a significant influence on the customer satisfaction. But that is not the case for perceived ease of use. Third, perceived ease of use significantly affected the perceived usefulness of the websites. The findings of the study suggested that the higher quality of website system and provided information led to the customers` better perception of the ease of use and usefulness of the websites and than they eventually found the websites more satisfactory. Moreover, the customers considered the websites more useful when it is easier to operate the websites and their system.