运用创新阻力理论理解泰国消费者对在线旅游的抗拒

2015 14th International Symposium on Distributed Computing and Applications for Business Engineering and Science (DCABES) Pub Date : 2015-08-18 DOI:10.1109/DCABES.2015.42

Kanjana Jansukpum, Supamas Kettem

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引用次数: 14

摘要

本研究以创新阻力理论为基础，构建泰国消费者抗拒使用在线旅游的影响因素模型。通过问卷调查和SEM方法，实证分析结果表明，功能障碍是在线旅游网站比心理障碍更大的阻力来源。在线体验和自由行体验对消费者创新抗拒有显著影响。社会影响在本研究中扮演着重要的角色。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Applying Innovation Resistance Theory to Understand Consumer Resistance of Using Online Travel in Thailand

Base on innovation resistance theory, this research builds the model of factors affecting consumers' resistance in using online travel in Thailand. Through the questionnaires and the SEM methods, empirical analysis results show that functional barriers are even greater sources of resistance to online travel website than psychological barriers. Online experience and independent travel experience have significantly influenced on consumer innovation resistance. Social influence plays an important role in this research.

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来源期刊

2015 14th International Symposium on Distributed Computing and Applications for Business Engineering and Science (DCABES)

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