Adoption of Instant Messaging by Travel Agency Workers in Taiwan: Integrating Technology Readiness with the Theory of Planned Behavior_

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題名：	Adoption of Instant Messaging by Travel Agency Workers in Taiwan: Integrating Technology Readiness with the Theory of Planned Behavior
書刊名：	International Journal of Business and Information
作者：	Shih, Yueh-chun
出版日期：	2013
卷期：	8:1
頁次：	頁120-136
主題關鍵詞：	Instant messaging；IM；Travel agency；Technology readiness index；TRI；Theory of planned behavior；TPB
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:21

Instant messaging (IM) applications are beginning to move into the tourism workplace. This paper analyzes the range of influences affecting the adoption of IM by customer service representatives in Taiwan travel agencies. Variables were found in Parasuraman’s [2000] technology readiness index (TRI) and Ajzen’s [1991] theory of planned behavior (TPB). Data for this study was obtained from questionnaires administered to customer service representatives at 2,241 registered travel agencies in Taiwan. A total of 188 completed questionnaires were returned, and these variables were then factor analyzed. The results indicated that only the factor optimism leads to a positive attitude toward using IM tools, and that it indirectly leads to advantageous effects on behavioral intentions. Positive optimism toward IM at work explained best why some employees had a higher attitude and intention to adopt IM than others. The more positive optimism that a customer exhibits, the higher that person’s attitude and intention are to adopt IM. The results also indicated that IM tools have no barrier to adoption and use. That fact encouraged travel agencies in Taiwan to comprehensively adopt IM as on-line service tools. Limitations of the research are discussed, and implications for future research are presented.

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期刊論文
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19.	Parasuraman, A.(2000)。Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies。Journal of Service Research，2(4)，307-320。
20.	Meuter, M. L.、Bitner, M. J.、Ostrom, A. L.、Brown, S. W.(2005)。Choosing among alternative service delivery modes: an investigation of customer trial of self-service technologies。Journal of Marketing，69(2)，61-83。
21.	Armitage, Christopher J.、Conner, Mark(2001)。Efficacy of the Theory of Planned Behaviour: A Meta-analytic Review。British Journal of Social Psychology，40(4)，471-499。
22.	Lu, Yaobin、Zhou, Tao、Wang, Bin(2009)。Exploring Chinese users' acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory。Computers in Human Behavior，25(1)，29-39。
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會議論文
1.	De Vos, H.、ter Hofte, Henri、de Poot, Henk(2004)。IM [@work] adoption of instant messaging in a knowledge worker organization。The 37th Hawaii International Conference on System Sciences，1-10。
2.	Gretzel, U.(2006)。Evaluation of emerging technologies in tourism: The case of travel search engines。Springer。371-381。

研究報告
1.	Marcussen, C. H.(2008)。Trends in European Internet distribution of travel and tourism services。

圖書
1.	Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Predicting Social Behavior。Englewood Cliffs, New Jersey：Prentice-Hall。
2.	Rogers, E. M.(1983)。Diffusion of Innovations。New York：Macmillan Publishing Company, Inc.。
3.	Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。
4.	Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。

其他
1.	IBM Case Study(2009)。La Vacanza Makes Personal Contact with Online Customers using IBM Lotus Sametime Instant Messaging(LOC14134NLEN)。
2.	Csikszentmihalyi, Mihaly(1992)。Flow: The Psychology of Optimal Experience. New York, NY:。

圖書論文
1.	Palmer, A.(2004)。The Internet challenge for destination marketing organizations。Destination Branding: Creating the Unique Destination Proposition。Amsterdam：Elsevier。
2.	Pesonena, J.、Palo-oja, O. M.(2010)。Comparing Internet commerce adoption between the Finnish and the European independent accommodation companies。Information and Communication Technologies in Tourism。Austria：Springer。

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