The Impacts of Social Environment Factors on the Value of Information Searching, Usefulness of Purchasing and Intention to Purchase Internet Travel Products: Focusing on an Extended TAM

Ji-eun Oh; Chong，Yu-kyeong

This study applied the extended technology acceptance model(TAM) in order to build the concept of social environment as a key cause affecting purchase intention of internet travel products. Social environment includes subjective norm, image, visibility, and word-of-mouth/site recommendation. This study examined if these social environment factors affected the perceived value of information searching composed of perceived fun, perceived trust, and perceived ease of use, and also if these factors affected purchase intention through the perceived value of information searching. Main findings are that subjective norm, visibility, and word-of-mouth/site recommendation affected purchase intention significantly. Furthermore, perceived ease of use affected purchase intention through perceived usefulness of purchasing. The results have significant implications for both theory and practice.핵심용어(Key words):확장된 TAM(Extended TAM), 사회적 환경(Social environment), 인터넷 여행상품(Internet travel products),구매의도(Purchase intention)

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