| Today the rapid development of the internet is making travel planning faster and more convenient because the online tourism platform can provide tourists with detailed information on all aspects of travel,therefore boosting tourism.However,Thailand,which is renowned for its tourism,is very slow in the development of tourism e-commerce.The attitude of local consumers towards tourism e-commerce is different.The acceptance is low,and so,Thailand lags behind Europe and China in this field.Therefore,to study Thai consumers'use behavior on tourism e-commerce is becoming a crucial task for tourism in Thailand.This research will analyze the use behavior of various Thai consumers(potential consumers and current consumers)when using tourism e-commerce websites.Then we expect to discover the problems Thailand has with the use of tourism e-commerce so as to promote its use in Thailand.This paper has three parts:1.Research backgrounds and related theories.We firstly introduce the research background,current situation of researches at home and abroad,research purpose,research significance,research methodology and the innovative points of the research.We will elaborate on the related theories in the second chapter,including Innovations Diffusion Theory,Innovation Resistance Theory,Elaboration Likelihood Model,Stimulus-Organism-Response,and Expectation-Confirmation Model of IS Continuance.2.The empirical study part,focuses on the potential consumers' intentions to use tourism e-commerce websites and consumers' continuance intentions to use tourism e-commerce websites.The third chapter of this research will study the tourism e-commerce websites usage intention of the potential consumers.Based on the innovations diffusion theory and the innovation resistance theory,we constructed a use intention model of potential consumers to analyze the influence of innovation factors(compatibility,facilitating conditions),innovation communication factor(negative word of mouth),innovation adopter factors(self-efficacy,personal innovativeness,dispositional resistance to change)on functional barriers factors(usage barrier,value barrier,risk barrier),psychological barriers factors(tradition barrier,trust barrier)and behavioral intention.In the fourth chapter,our research will study the continuance using behaviors of the consumers.Based on three theories including the stimulus-organism-response model,elaboration likelihood model and expectation-confirmation model of IS continuance,we constructed a model of consumers'continuance using behavior to analyze the relationship among external/internal factors(central route factors,peripheral route factors),cognitive response(perceived usefulness)/emotional response(perceived enjoyment,satisfaction)and the continuance using intention,and to analyze the moderating effect of the online travel involvement on the relationship between the external/internal factors and the cognitive/emotional responses.For the empirical part we adopted the statistical analysis technique,including reliability analysis,validity analysis and correlation analysis,and we used the structural equation model for models verification.3.For the comparative study part,we will compare and analyze the individual characteristics of the potential consumers and current consumers in tourism e-commerce websites.We will adopt the chi-square method to analyze the differences between those two groups on human demography(sex,age,education,income,occupation),traveling experience(travel frequency,travel style,means of transportation,tourism information access channel),and the internet experience(internet equipment,places,costs,amount of time on internet,online payment conditions),and the logistic regression analysis method to analyze impact of individual characteristics of these two groups on the using behaviors of e-commerce tourism websites.The results of this research are as follows:1.The reason why the potential Thai consumers of tourism e-commerce websites has a low using intention is that they are influenced by both functional and psychological barriers.Among the functional barriers,the using barriers have stronger effect on consumers than risk barriers and value barriers do,which means that the main barriers for Thai potential consumers are inconvenience and the difficulties when using those websites.The functional barriers are also related to the compatibility and the facility conditions of the websites.Among the psychological barriers,the trust barriers have more impact on potential consumers than traditional barriers do.This shows that when the consumer lacks experience,trust is an important factor hindering consumers from using tourism e-commerce websites.The psychological barriers are usually caused by negative word-of-mouth,self-efficacy,personal innovativeness and dispositional resistance to change.2.Consumers' continuance intentions to use tourism e-commerce websites are mainly stimulated by the central routes and the peripheral routes in cognitive response(perception usefulness)and emotional responses(perceived enjoyment and satisfaction).The central route among which the top three factors that influence on consumers are price promotion,system quality and information quality,have a significantly positive affect on the perceived usefulness.The peripheral route among which the source credibility and social influence have stronger effect on consumers,has a significantly positive affect on the perceived enjoyment.The perceived usefulness and perceived enjoyment have a significantly positive affect on the consumers' satisfaction and then indirectly affected consumers' continuance intention to use them.The online travel involvement has a moderating effect on the relationship between the central/peripheral routes and the perceived usefulness/perceived enjoyment.The perceived usefulness of consumers with high involvement in online travel is more likely to be influenced by central route factors,whereas,the perceived usefulness and perceived enjoyment of consumers with low involvement in online travel is more likely to be influenced by peripheral route factors.This means that,under different levels of involvement,stimulation of different routes will lead consumers to respond differently to the tourism e-commerce websites.3.The differences between the potential consumers and the consumers in human demography,traveling experience and internet experience will impact the use behavior on the e-commerce websites of tourism.In the respect of the human demography,those aged 25 to 44,high educated,and earning a high salary are more likely to become tourism e-commerce website consumers.In the respect of traveling experience,those who travel independently,by airplane and those who collect information online and traveling frequently are more likely to become tourism e-commerce website consumers.Moreover,in the respect of internet experience,those who use a public network,pay an internet fee above 501 baht per month,stay online over 7 hours per day and use credit card or Internet bank are more likely to use e-commerce websites of tourism.This research on one hand is conducive to enrich and develop the theoretical systems of consumers' behaviors research in Thailand tourism e-commerce and to revealing the rule of consumer tourism e-commerce website pre-adoption and post-adoption behavior.On the other hand,we provide for theory support and business practice to the tourism e-commerce enterprises... |
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