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題名:消費者以行動裝置購買旅遊體驗平台產品之研究
作者:陳佳妏
作者(外文):CHEN, CHIA-WEN
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所
指導教授:黃榮鵬
學位類別:博士
出版日期:2021
主題關鍵詞:科技接受模式使用與滿足理論行動裝置旅遊體驗平台Technology Acceptance ModeThe Uses and Gratification TheoryMobile DevicesLocal Tour Platform
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旅遊體驗平台是由「目的地旅遊」演變而成的一種旅遊產品模式,因此,又稱為目的地旅遊平台,主要是消費者旅遊方式正在改變,由大多數團體旅遊型態走向個人旅遊的觀念,再加上廉價航空與旅遊部落客的推波助瀾之下,消費者能夠透過網路取得資訊,規劃屬於自己的個人旅遊不再是難事。根據交通部觀光局(2019)資料,在台灣出國旅遊以個人旅遊方式消費將近七成比例,代表個人旅遊的方式是現在必要且應正式納入販售的旅遊營業範疇,旅遊必備要件:機票、旅館及行程,新創產業—旅遊體驗平台正是提供落地後的旅遊體驗產品,提供消費者行前、行中多元化的體驗。而由於智慧科技的發展,讓現今消費者非常便利,不僅能夠使用智慧型手機查詢旅遊欲抵達路線,也能夠下載具有外語的應用程式(APPs)提供消費者在旅遊無障礙的溝通與理解,更特別的是搭配移動網路,帶上智慧型手機、平板等行動裝置變得更容易接觸,不僅僅能夠使用行動裝置所顯示的頁面討論旅遊內容,更重要的是行動購物成為隨時隨地能夠做的事情。基於此種現況,傳統旅行業尚在觀望,這是一門值得的生意,唯需要有充足的在地人才與資源,才能有屬於在地的獨特旅遊體驗。為瞭解消費者以行動裝置使用旅遊體驗平台之態度與意圖,本研究以科技接受模式及使用與滿足為理論基礎,調查消費者對於旅遊體驗平台之使用態度與使用意圖。採取問卷調查方式,並透過線性結構方程式SEM驗證研究假說。經由實證結果,科技接受模式之知覺有用性、知覺易用性、服務信任、行動商務特性對於使用態度具有正向影響,知覺有趣性未能產生顯著正向影響;另外,使用與滿足理論之訊息滿足對於使用態度具有正向影響,而娛樂滿足未能產生顯著正向影響;最後則是使用態度能對使用意圖有正向影響,茲將本研究之結論與建議提供給相關業者參考。
The free independent traveler platform is a tourism product model that extend from the "destination tourism" in the past few years. Therefore, it is also called a local tour platform. The main reason is that the way consumers travel is changing, from group inclusive package tour to individual tour. According to the Tourism Bureau, Republic of China (Taiwan) (2019), nearly 70% of Taiwanese people go abroad by way of individual travel, which means that individual travel is now necessary and should be officially included in the tourism business scope of sales. Now, the startup-local tour platform is to provide after-landing tourism experience products, providing consumers with a diversified experience during the trip. And due to the development of smart technology, it is very convenient for today's consumers. Especially with the mobile network, bringing smartphones, tablets and other mobile devices has become more accessible. In order to understand consumers' attitudes and intentions of using local tour platforms with mobile devices, this research is based on the theoretical basis of TAM and U&G Theory. Through empirical results, the perceived usefulness, perceived ease of use, service trust, and characteristics of mobile of the TAM have a positive impact on the attitude of use, and the perceived enjoyment does not have a significant positive impact; in addition, the U&G Theory of the theoretical information gratification has a positive effect on the attitude of use, while entertainment gratification failed to have a significant positive effect. Finally, consumer’s attitude can have a positive effect on consumer’s intentions. The conclusions and suggestions of this research are hereby provided for reference by e-commerce or online travel agencies.
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