《Tourism Product Booking Services》.pdfVIP

Journal of Applied Science and Engineering, Vol. 17, No. 1, pp. 59 72 2014 DOI: 10.6180/jase.208 Tourism Goes Mobile: A Study on Young and Literate Mobile Users’ Adoption of Smartphone Enabled Tourism Product Booking Services 1 2 Shuchih Ernest Chang and Yu-Teng Jacky Jang * 1Institute of Technology Management, National Chung Hsing University, Taichung, Taiwan 402, R.O.C. 2Department of Business Administration, National Chung Hsing University, Taichung, Taiwan 402, R.O.C. Abstract This study aims to investigate the in-depth feeling of young and literate mobile users in regard to the adoption of smartphone booking services SBS for purchasing tourism products. A research framework together with five hypotheses was proposed and empirically tested using data collected from a survey on SBS users between 18 and 29 years old. Innovation diffusion theory and fashion theory were used to investigate and explain young mobile users’ intention to purchase tourism products through SBS. Among the investigated factors, price level, relative advantage and complexity were found to significantly affect consumers’ intention to adopt SBS, but there was no evidence showing that slogan and fashion were significantly associated with users’ intention to use SBS. The validated research model and corresponding findings can be referenced by business executives and decision makers for making favorable tactics to catch the revolutionary benefits offered by SBS. Key Words : Electronic Commerce E-commerce , Smartphone, Tourism Service, Holiday Bookings, Partial Least Squares PLS 1. Introduction are not just used for traditional communication purpose but also being utilized as personal devices for fulfilling The use of smartphones applications is one of the various requirements of personal information manage- fastest growing phenomena all over the world. Among ment PIM [2]. Prior researches see Junglas and Watson 11 advanced technologies including social networking, [