| dc.description.abstract | The purposes of this study were to compare levels of acceptance in the use of
flight booking applications in Bangkok and metropolitan region; and to identify influencing
factors of usage behaviors of the flight booking applications. The Technology Acceptance
Model and Network Extemality were used as the conceptual framework.
In this quantitative study, questionnaires were used for data collection. The
sample were obtained through a stratified random sampling to include 436 application
users. The data were analyzed by a bivariate analysis and a regression model.
Results revealed that users of application A demonstrated a higher level acceptance
than those of the Application B with statistical significance ; and the influencing factors of the
usage behaviors of the applications with statistical significance included a perceived Number of
peers, perceived number of cross-platform, perceived complementarity, perceived ease of use,
perceived usefulness, perceived security, attitude toward application, descriptive norm,
injunctive norm, subjective norm, behavior intention, and usage behavior. | en_US |
