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題名:休閒農場導覽App使用行為意圖前置因素之探討 :以走馬瀨農場為例
作者:曾亮怡
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:李鴻文
學位類別:博士
出版日期:2017
主題關鍵詞:知覺有用性知覺易用性工具經驗科技特性使用者滿意度使用行為意圖Perceived UsefulnessPerceived Ease of UseTool ExperienceTechnology CharacteristicsUser SatisfactionUser Behavioral Intention
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近年來行動通訊快速發展,目前智慧型手機已是主流,App應用程式更是智慧型手機不可缺少的元件,業者相繼開發與業務相關之App提供給客戶使用。休閒農場是近年來越來越被重視的區塊,傳統產業轉型為休閒農業,結合自產自銷與休閒觀光,提升農村就業機會,創造產值。然而農業與科技的結合是比較不被大家重視的部分,將遊客體驗與科技產品連結是趨勢也是創新,本研究以休閒農場導覽App為主要標的,以科技接受模式為理論基礎,試圖建構可衡量導覽App效益的模型。
本文以問卷調查法訪問了550位遊客,並以結構方程模式來檢驗此一新模式的適配度和相關假說,獲得以下結論:(1)本文所提出的衡量導覽App效益的模型與實證資料有不錯的配適,(2)研究假設結果有二假說不顯著,其他五個假說皆成立,即「工具經驗」對「知覺易用性」具有顯著的正向影響、「科技特性」對「知覺易用性」具有顯著的正向影響、「知覺易用性」對「使用者滿意度」具有顯著的正向影響、「知覺易用性」對「知覺有用性」具有顯著的正向影響、「使用者滿意度」對「使用行為意圖」具有顯著的正向影響。
In recent years, smart phone is the mainstream, App applications is an indispensable component of smart phones and provided to customers. Leisure farms in recent years, draws more and more attention, the traditional industry transform to leisure agriculture, gain employment opportunities and create value. However, the combination of agriculture and science technology is an innovation. This study takes Leisure Farm navigation App as the main object, tries to construct a measurable model of navigation App. Based on Technology acceptance model. In this study, 550 tourists were interviewed and the fitness of the new model and related hypothesis were tested by the structural equation model. The conclusions were as follows: (1) The model of the App is effective. (2) Two Hypotheses are not significant, the other five hypotheses are established, they are, “tool experience” has a significant impact on “perceived ease of use”. “Technology characteristics has a significant impact on “perceived ease of use”. “Perceived ease of use” has a significant impact on “user satisfaction”. “User satisfaction” has a significant impact on “user behavioral intention“.
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