Attitude, Behavioral Intention and Usage: An Empirical Study of Taiwan Railway’s Internet Ticketing System

Abstract

The Internet has become an essential part of business due to its rapid growth. Many businesses circulate information and interact with potential customers through the Internet, while some also trade with customers on their websites. Furthermore, many studies have observed that a website is an essential component of business, and websites are becoming increasingly important. Based on TAM (Davis,1986), this study discusses customer behavior when using Taiwan Railway’s Internet Ticketing System. Hee-dong and Youngjin (2004) have observed that “...attitude deserves more attention in IS research due to its considerable influence on individual and organizational usage of IS.”, and discovered that a better understanding of the role of attitude can enhance explanatory power of the model. Cheng, Lam, and Yeung (2006) also observed that web security is an important variable in the TAM model. This study discusses the relationships among web security, attitude, and behavioral intention. Davis et al.’s technology model (TAM) is used with attitude toward IS usage described in terms of both the affective and cognitive dimensions.