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
Graduate School of Information Management, Tatung University, No. 40, Sec. 3, Jhongshan N. Rd, Jhongshan District, Taipei City 104, Taiwan, ROC
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
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
travel agency representative (Chiang, 2003).
According to a Visa E-Commerce Tracking
Survey conducted in May 2008, 80% of Internet users surveyed in Asia Pacific reported
ISSN 1094-1665 print/ISSN 1741-6507 online/11/010105– 15 # 2011 Asia Pacific Tourism Association DOI: 10.1080/10941665.2011.539394
Yu-Chung Hung et al.
making an online transaction, spending an
average of over $3,000 (US dollars) each in
the past 12 months; these respondents also
reported that they spent the most on travel
agencies, with an average spending of $812
(Visa, 2008). Travel items included airline
and rail tickets, hotel accommodation and
travel packages. The survey revealed the
online tourism boom as well as the prevalence
of online shopping in the Asia Pacific.
In Taiwan, the tourism industry is a successful pioneer of e-commerce, as demonstrated by its implementation of online trading systems.
According to a Market Intelligence Center
(MIC, Taiwan’s leading information technology industry information provider) report in 2006, the total value of e-commerce reached
$1.81 billion in 2005, with over 60% spent
on travel services (Electronic Commerce
Times, 2006b). In addition, the report also correctly indicated that the online shopping market growth rate would be nearly 50% in
2006 and that the market would experience
exponential growth thereafter (Electronic
Commerce Times, 2006a). While there is
certainly still room for rapid growth, the
extant literature has yet to offer a definitive
account of the decisive factors leading to the
adoption of an online trading system for
travel agencies. The major concerns of travel
agencies regarding e-commerce are not well
documented. Therefore, this research will
examine the critical factors affecting the adoption of e-commerce, especially online trading systems for the tourism industry in Taiwan
with a view to highlighting implications for
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