The Discussion on Influence of Website Usability ... - ResearchGate

expectancy”, “efort expectancy”, “social influence” and
“facilitating conditions”will improve “behavioral intention”
of tourism e-commerce websites, they also think that
“behavioral intention” can improve “use behavior”of tourism
e-commerce websites.
What deserves to pay attention to is shown in the potential
factors of website usability, the users of tourism e-commerce
websites think that “Navigation”, “Functionality and User
Control”, “Online Help and User Guides”, “Language and
Content”, “Consistency”, “System and User Feedback”,
“Online Help and User Guides”, and “Website Obstacle” can
promote “Behavioral Intention” of tourism e-commerce
websites; it also thinks that “Eror Prevention and Corection”
will promote the “Use Behavior”of the tourism e-commerce
websites. <strong>The</strong> result of this study also shows that the “Gender”,
“Age”, “Experience”, and “Voluntarines of Use”of the users
of tourism e-commerce websites will all have positivedifferent
influence towards the acceptance degree of tourism
e-commerce websites.
Today, tourism e-commerce market has already replaced
the tangible store market gradually, commercial studies and
complete service are the very inevitable trend; through this
study, one can understand where the trend of prospective
development and the direction of service are deeply. <strong>The</strong>
current users are regarded as the main shaft with the assistance
of foreign users’intention, then the latest trend of the market
can be shown. This study allows the relevant service providers
to understand better that what kind of service should be
provided. From the perspective of government, the industry’s
direction can then be guided, so as to promote the
competitiveness of the overall national technology industry.
From the perspective of product exploitation, the product can
be more humanized and closer to the user’s living
environment. Through the framework and point at issue of this
study, if they can be enhanced and glorified, not only the
current users can have much willingness to use tourism ecommerce
websites, but also the unknown potential groups
can also be exploited. In addition, more novel services can be
provided and the overall service scale can be expanded, so as
to reach the greatest social contribution and value.
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