Factors Affecting The Adoption Of E Commerce
Asia Pacific Journal of Tourism Research, Vol. 16, No. 1, February 2011
Factors Affecting the Adoption of E-commerce for the Tourism Industry in Taiwan
Yu-Chung Hung1∗ , Yung-Lu Yang2, Hao-Erl Yang3 and Ya-Hsueh Chuang1
1
Department of Accounting and Information Technology, National Chung Cheng University,
168 University Rd, Min-Hsiung, Chiayi 621, Taiwan, ROC
2
Graduate School of Information Management, Tatung University, No. 40, Sec. 3, Jhongshan
N. Rd, Jhongshan District, Taipei City 104, Taiwan, ROC
3
Graduate School of Business Management, Tatung University, No. 40, Sec. 3, Jhongshan
N. Rd, Jhongshan District, Taipei City 104, Taiwan, ROC
The tourism industry has successfully pioneered the adoption of e-commerce with respect to its online trading systems. Given the potential for the tourism industry to impart knowledge to other industries, this study examines the acceptance of online trading systems for travel agencies in Taiwan. According to the results of a literature review, this study uses six critical factors that were identified in the literature review as formative influences on the adoption of e-commerce. These factors are then incorporated into a questionnaire designed to verify empirically the extent of their ability to be generalized.
This survey reveals that 80% of the travel agencies in the sample have adopted online trading systems. Particularly noteworthy is how the adopters and non-adopters hold different viewpoints on the following factors; “compatibility of adopting innovative technology”, “centralization of organization”, “organizational scale” and “correctness of website transmission”.
Key words: e-commerce, online trading system, innovation adoption
Introduction
In recent times, e-commerce has had a dramatic impact on consumer behavior. Online travel is one of the leading and fastest applications of e-commerce (Law, 2007). It enables potential
∗
consumers to compare prices among travel websites without directly interacting with a
Factors Affecting the Adoption of E-commerce for the Tourism Industry in Taiwan
Yu-Chung Hung1∗ , Yung-Lu Yang2, Hao-Erl Yang3 and Ya-Hsueh Chuang1
1
Department of Accounting and Information Technology, National Chung Cheng University,
168 University Rd, Min-Hsiung, Chiayi 621, Taiwan, ROC
2
Graduate School of Information Management, Tatung University, No. 40, Sec. 3, Jhongshan
N. Rd, Jhongshan District, Taipei City 104, Taiwan, ROC
3
Graduate School of Business Management, Tatung University, No. 40, Sec. 3, Jhongshan
N. Rd, Jhongshan District, Taipei City 104, Taiwan, ROC
The tourism industry has successfully pioneered the adoption of e-commerce with respect to its online trading systems. Given the potential for the tourism industry to impart knowledge to other industries, this study examines the acceptance of online trading systems for travel agencies in Taiwan. According to the results of a literature review, this study uses six critical factors that were identified in the literature review as formative influences on the adoption of e-commerce. These factors are then incorporated into a questionnaire designed to verify empirically the extent of their ability to be generalized.
This survey reveals that 80% of the travel agencies in the sample have adopted online trading systems. Particularly noteworthy is how the adopters and non-adopters hold different viewpoints on the following factors; “compatibility of adopting innovative technology”, “centralization of organization”, “organizational scale” and “correctness of website transmission”.
Key words: e-commerce, online trading system, innovation adoption
Introduction
In recent times, e-commerce has had a dramatic impact on consumer behavior. Online travel is one of the leading and fastest applications of e-commerce (Law, 2007). It enables potential
∗
consumers to compare prices among travel websites without directly interacting with a
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