Abstract

The aim of the research described in this paper is to evaluate the impact of Intelligent Software Agents (ISA) used in the on-line purchase of e-tickets, and their acceptance as a source of information service and decision assistance for customers. An empirical study was conducted using the Technology Acceptance Model (TAM) and the EC Consumer Behaviour Model in order to determine the factors affecting consumer attitude towards using ISA. The research instrument employed was a questionnaire survey among 150 postgraduate students from the School of Management at the University of Surrey, the findings demonstrate a positive view of ISA – the stronger predictors of consumer attitude towards ISA being perceived usefulness (PU), information richness (IR), customer interface (CI) and perceived trust (PT). Overall, the future of ISA at the business-to-customer (B2C) interface level is to a great extent affected by the consumers’ perception of ISA usefulness and control over it. The present study’s recommendations indicate a need for travel businesses to develop more intelligent electronic environments that will elicit a more positive response from the consumers if they are to be used more.

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