| Summary: | 碩士 === 大同大學 === 資訊經營學系(所) === 103 === The research objective of the study is the user of self-service travel sites and the
theoretical frameworkis based on Theory of Planned Behavior. In accordance with the
characteristic of the research topic, also includes aspects such as Perceived of Usefulness,
Perceived Ease of Use, Flexibility and Personal Innovativeness in order to explain and
predict the influence on self-service travel sites users’ intention. The study uses Partial least
square (PLS) method to verify research model by twelve hypotheses. The results show the
intention of self-service travel sites users is affected by Attitude, Subjective Norm and
Perceived Behavior Control. Attitude is highlyinfluenced by Perceived of Usefulness,
Perceived Ease of Use and Flexibility; Subjective Norm is significantly related to E-Wordof-
mouth, Critical mass and Interpersonal Influence; and Perceived Behavior Control is
correlated to Self-Efficacy and Facilitating Conditions. The conclusionand of the research
and the managerialimplication could be references for the management of self-service
travel sites and the academics in correlated fields.
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