Abstract

Based on the theory of planned behavior and expectation-confirmation model, this paper tried to develop an integrated model for understanding users’ continuance intention behavior toward mobile travel booking service. A total of 543 valid questionnaires were collected and proposed research model were tested by using structural equation modeling. The results revealed that the continuance intention of mobile travel booking service is affected by perceived usefulness, user satisfaction, subject norm and perceived behavioral control. Among them, the user satisfaction had the most significant influence. And finally, the author proposed the strategies by discussing the results.

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