Exploring the Determinants of Geographic Information System

Abstract

Geographic information system permits people to search and access travel geographic information and realize independent travel, which means that it has become exceedingly powerful. The geographic information system, such as Baidu Map, has great market potential in college students market which is one of the active groups of the mobile Internet. Based on technology acceptance model (TAM), this study aims to explore college student users’ intention of using geographic information system, taking perceived risk (PR) and personality traits (PT) as external variables. The questionnaire survey method was used to collect data, and the research hypotheses were tested by structural equation modeling. The results show that perceived usefulness (PU) and personality traits significantly affect college students’ use intention (UI), while personality traits and perceived risk have an influence on perceived usefulness.