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Title page for etd-0721115-234120


URN etd-0721115-234120 Statistics This thesis had been viewed 1078 times. Download 0 times.
Author Chung-Chun Hu
Author's Email Address No Public.
Department Management Business Administration
Year 2014 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 169
Title A STUDY OF CONSUMER’S INTENTION AND USE BEHAVIOR OF LOW-COST CARRIER WEBSITE BOOKING TICKETS – THE MODERATING ROLE OF PERCEIVED RISK AND INNOVATIVENESS
Keyword
  • Innovativeness
  • Low-cost Carriers (LCCs)
  • UTAUT Model
  • Perceived Risk
  • Perceived Risk
  • UTAUT Model
  • Low-cost Carriers (LCCs)
  • Innovativeness
  • Abstract Low-cost Carriers (LCCs) provide a basic air transport service with lower fares and this low fare model has spread worldwide rapidly. The LCCs provide consumers a time-saving and convenient way to book for tickets online. People surf the Internet to search the information and book the tickets online, Internet has become one of the most important factors in determining company’s competitive advantages. Venkatesh, Morris, Davis, and Davis (2003) proposed the Unified Theory of Acceptance and Use of Technology (UTAUT) model to explain people’s use intentions of an information system and their usage behaviors, the four important constructs are: performance expectancy, effort expectancy, social influence, facilitating conditions and hedonic motivation. Venkatesh, Thong, and Xu (2012) proposed the latest UTAUT2 framework for a better prediction power of the model.
    This study is divided into two parts to explore that consumer use the LCCs e-commerce websites. First part, we aims at the consumers who never used LCCs e-commerce websites booking tickets before explore their behavioral intention. The second part, we aims at the consumers who have used LCCs e-commerce websites booking tickets before explore the use behavior.
    This study aims to explore consumers use behavior of booking tickets on LCCs website, thus, this study collected data on the Internet. Total of 490 surveys are collected and 272 surveys for consumers who never used LCCs e-commerce websites booking tickets before; another 201 surveys for consumers who have used LCCs e-commerce websites booking tickets before. This study applies SPSS 20 and AMOS 21.0 statistical software to analysis the data.
    The results of the first part (consumers who never used LCCs e-commerce websites booking tickets before) in this study are: performance expectancy, effort expectancy, facilitating conditions, price value and habit have a positive impact on consumer’s behavioral intention. The results of the first part (consumers who have used LCCs e-commerce websites booking tickets before) in this study are: effort expectancy, social influence, facilitating conditions, price value and habit has a positive impact on consumer’s behavioral intention. Habit and behavioral intention have a positive impact on consumer’s use behavior. The results of perceived risk moderating effects show the group of low perceived risk has greater influence between consumer’s behavioral intention and use behavior than the group of high perceived risk. The results of innovativeness moderating effects show the group of low innovativeness has greater influence between consumer’s behavioral intention and use behavior than the group of high innovativeness.
    Advisor Committee
  • Mei-Fang Chen - advisor
  • Ming-Chuan Pan - co-chair
  • Na-Ting Liu - co-chair
  • Files indicate not accessible
    Date of Defense 2015-06-29 Date of Submission 2015-07-25


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