A Study on Factors Influencing Chinese Tourists' Intention to Use Online Travel Reservation Services
방한 중국인의 온라인 여행 예약 서비스 사용의도에 미치는 영향 요인에 대한 연구

Jing Hao Han, Hyuk Jin Kwon, Dongsoo Kim
2013 The Journal of Society for e-Business Studies  
As visiting of Chinese tourists to Korea have increased gradually, Chinese people who use online travel reservation services for their visits to Korea have increased accordingly. In addition, the growth of the online reservation services in China is very rapid. Therefore, it is necessary to study the factors affecting the Chinese tourists' intention to use the online travel reservation services in order to advance e-business in the travel industry. This paper presents a new research model based
more » ... esearch model based on Technology Acceptance Model (TAM) including perceived risk, service factors, online reviews and user satisfaction. Also, it analyzes factors affecting the Chinese tourists' intention to use the online travel reservation services. The results of this study show that the key influencers of the online travel reservation services are perceived usefulness, perceived ease, and perceived risk. Additionally, based on these results, this paper proposes practical suggestions to solve the existing problems and improve online travel reservation websites in China.
doi:10.7838/jsebs.2013.18.4.257 fatcat:x4z6figi4jgxrhkqfkouxp5xpu