Browse > Article
http://dx.doi.org/10.14400/JDC.2014.12.12.217

Application of Theory of Reasoned Action in u-Tour System  

Kim, Mincheol (Dept. of Management Information Systems, Jeju National University)
Publication Information
Journal of Digital Convergence / v.12, no.12, 2014 , pp. 217-225 More about this Journal
Abstract
The objective of this study is to propose the implications using theory of reasoned action(TRA) on u-Tour system. This research model through TRA is consisted as three constructs: user-friendliness(cognitive), perceived usefulness(cognitive) and purchase intention(affective). This study analyzes with a total of 153 respondents and used PLS-SEM method considering the small number of samples. Also, with the analysis, WarpPLS software is used in order to ferret out non-linear relationship between the constructs of research model. As a result of analysis, this research model shows statistical level significantly on proposed hypotheses and the applicability of TRA model in u-Tour system. Furthermore, additional analysis presents the possibility of non-linear relationship on each path between the constructs of research model showing J-shape. Also, the result showes the fact that the relationship had partly negative (-) effect on dependent factor. Additional analysis proposes that income variable as base of purchase intention has a moderating effect on all paths of research model.
Keywords
u-Tour; theory of reasoned action; user-friendliness; perceived usefulness; purchase intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 D. Fodness.B. Murray, A Typology of Tourist information Search Strategies. Journal of Travel Research, Vol. 37, No. 2, pp. 108-119, 1998.   DOI   ScienceOn
2 T. E. Boyce.P. N. Hineline, Interteacing: A strategy for enhancing the user-friendliness of behavioural arrangement in the college classroom. The Behavioral Analyst, Vol. 25, No. 2, pp. 215-226, 2002.   DOI
3 D. Wang.S. Park.D. R. Fesenmaier, The role of Smartphones in mediating the touristic experience. Journal of Travel Research, Vol. 51, No. 4, pp. 371-387, 2011.
4 R. Kramer.M. Modsching.K. Hagen.U. Gretzel, Behavioural impacts of mobile tour guides. Information and Communication Technologies in Tourism, pp. 109-118, 2007.
5 M. Weiser, The Computer for the 21st Century. Scientific American, pp. 94-104, 1991.
6 R. Watson.S. Akselsen.E. Monod.L. Pitt, The open tourism consortium: Laying the foundations for the future of tourism. European Management Journal, Vol. 22, No. 3, pp. 315-326, 2004.   DOI   ScienceOn
7 Jeju u-Tour. Available from: http://www.u-tour.or.kr/Sub/?pid=0701
8 M. Fishbein.I. Ajzen, Belief, attitude, intention, and behavior. Reading, MA: Addison-Wesley, 1975.
9 L. G. Schiffman.L. L. Kanuk, Consumer behavior (3rd Eds.). Englewood Cliffs, NJ: Prentice-Hall, 1987.
10 S. Rivard.S. L. Huff, Factors of success for end-user computing. Communication of the ACM, Vol. 31, No. 5, pp. 552-561, 1988.   DOI   ScienceOn
11 H. G. Van der Roest.F. J. M. Meiland.C. Jonker.Rose-Marie Droes, User evaluation of the DEMentia-specific Digital Interactive Social Chart (DEM-DISC) - A pilot study among informal carers on its impact, user friendliness and, usefulness. Aging & Mental Health, Vol. 14, No. 4, pp. 461-470, 2010.   DOI   ScienceOn
12 V. Venkatesh.F. D. Davis, A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, Vol. 46, No. 2, pp. 186-204, 2000.   DOI   ScienceOn
13 V. Venkatesh.M. G. Morris.G. B. Davis.F. D. Davis, User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, Vol. 27, pp. 425-478, 2003.   DOI
14 D. A. Baker.J. L. Crompton, Quality, satisfaction and behavioral intentions. Annals of Tourism Research, Vol. 27, No. 3, pp. 785-804, 2000.   DOI   ScienceOn
15 N. Kock, WarpPLS${(R)}$ 4.0 user manual. ScriptWarp Systems$^{TM}$. Laredo, TX, USA, 2013.
16 C. M. Ringle.M. Sarstedt.D. W. Straub, A Critical Look at the Use of PLS-SEM in MIS Quarterly. MIS Quarterly, Vol. 36, No. 1, pp. iii-xiv, 2012.
17 J. J. Sosik.S. S. Kahai.M. J. Piovoso, Silver Bullet or Voodoo Statistics? A Primer for Using the Partial Least Squares Data Analytic Technique in Group and Organization Research. Group Organization Management, Vol. 34, No. 1, pp. 15-36, 2009.
18 D. W. Barclay.C. A. Higgins.R. Thompson, The Partial Least Squares Approach to Causal Modeling: Personal Computer Adoption and Use as Illustration. Technology Studies, Vol. 2, No. 2, pp. 285-309, 1995.
19 J. F. Hair.R. E. Anderson.R. L. Taltam.W. C. Black, Multivariatedataanalysis. Upper Saddle River. NY: Prentice-Hall, 1998.
20 C. Fornell.D. F. Larcker, Evaluating Structural Equation Models with Unobservable Variables and measurement Error. Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981,   DOI   ScienceOn
21 R. P. Bagozzi.Y. Yi, Specification, Evaluation, and Interpretation of Structural Equation Models. Journal of the Academy of Marketing Science, Vol. 40, pp. 8-34, 2012.   DOI
22 R. Bagozzi.P. Y. Yi.L. W. Phillips, Assessing Construct Validity in Organizational Research. Administrative Science Quarterly. Vol. 36, No. 3, pp. 421-458, 1991.   DOI   ScienceOn
23 C. Cassel.P. Hackl.P.A. H. Westlund, Robustness of Partial Least-Squares Method for Estimating Latent Variable Quality Structures. Journal of Applied Statistics, Vol. 26, No. 4, pp. 435-446, 1999.   DOI   ScienceOn
24 N. Malhotra.S. Kim.A. Patil, Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research. Management Science, Vol. 52, No. 2, pp. 1865-1883, 2006.   DOI   ScienceOn
25 P. Pavlou.H. Liang.Y. Xue, Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly, Vol. 31, No. 1, pp. 105-136, 2007.   DOI
26 Y. Reisinger.L. Turner, Structural Equation Modeling with LISREL: Application in Tourism. Tourism Management, Vol. 20, pp. 71-88, 1999.   DOI   ScienceOn
27 W. W. Chin, Issues and Opinion on Structural Equation Modeling. MIS Quarterly, Vol. 22, No. 1, pp. vii-xvi, 1998.
28 D. Gefen.D. Straub, A Practical Guide to Factorial Validity Using PLS-Graph: Tutorial and Annotated Example. Communications of the Association for Information Systems, Vol. 16, pp. 91-109, 2005.
29 M. Wetzels.G. Odekerken-Schroder.C. van Oppen, Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration. MIS Quarterly, Vol. 33, pp. 177-195, 2009.   DOI
30 J. Hair.F. M. Sarstedt.C. M. Ringle.J. A. Mena, An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of Academy of Marketing Science, Vol. 40, pp. 414-433, 2012.   DOI
31 R. F. Falk.N. B. Miller, A Primer for Soft Modeling. University of Akron Press, Akron, OH, 1992.