통합기술수용이론(UTAUT)을 활용한 OTA의 모바일 호텔예약서비스 구매의도에 관한 연구 : 개인 혁신성의 조절효과 검증

The purpose of this study is to empirically examine consumers' behavior using Online Travel Agency (OTA)'s mobile hotel reservation system (MHRS) from a Management Information System (MIS) perspective. The consumers’ technology acceptance and purchase behavior on the mobile hotel reservation service was analyzed through the moderation effect of personal innovativeness based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model proposed by Benkatesh et al.(2003). And based on the empirical analysis, the following theoretical and practical implications were presented: First, performance expectancy and effort expectancy were shown to have a significant impact on the continuance intention of mobile hotel reservation services. Second, the facilitating conditions and the continuance intention have a significant impact on the purchase intention. Third, personal innovativeness is moderating in the relationship between effort expectancy and continuance intention. Therefore Content composition and mobile characteristics of MHRS should be configured to facilitate user interaction and the user's interface should facilitate understanding of content and provide appropriate and quick feedback to consumers for problem resolution. A manual can easily be created to reduce resistance to technical acceptance by consumers and support convenience of use of system in various ways such as community activities and Chat Bot. In particular, the service operator should make sufficient use of the characteristics of SNS such as service evaluation, review, and comments to express consumers’ innovative thinking and should provide monitoring and feedback immediately.