以科技接受模式探討旅行業導入行動App消費者持續使用意圖之研究

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题名:	以科技接受模式探討旅行業導入行動App消費者持續使用意圖之研究 A Study of Using Technology Acceptance Model to Explore The Consumers’ Continuance Usage Intention on Implementing Mobile Application of Travel Agencies
作者:	彭益良
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	行動應用程式科技接受模式使用者經驗持續使用意圖
日期:	2020
上传时间:	2020-08-24 11:13:30 (UTC+8)
摘要:	隨著智慧型手機等行動裝置的蓬勃發展，行動應用程式(App)的創新應用已成為旅行業所重視的焦點，透過導入App來提升經營績效或強化客戶服務，不僅可以拉近與潛在消費者的距離，更可加強企業的競爭優勢。本研究主要目的在於探討旅行業在導入行動App後，消費者對於App持續使用之影響因素。以科技接受模式為研究模型，探討消費者在旅行社App的使用經驗上對行動App的知覺易用性、知覺有用性以及持續使用意圖有何影響？同時也探討了知覺易用性、知覺有用性和持續使用意圖之關聯性。研究對象以曾經下載過旅行社App的使用者作為問卷調查對象，採用Google網路問卷，調查期間從2020年4月12日至2020年4月21日為止，總計網路回收有效問卷273份。本研究經相關和迴歸分析結果顯示，旅行社App使用者經驗對於知覺易用性、知覺有用性以及持續使用意圖皆有顯著正向影響；知覺易用性對於知覺有用性、持續使用意圖有顯著正向影響；知覺有用性則對於持續使用意圖有顯著正向影響。研究分析結果與研究發現可做為旅行業未來導入App應用之重要參考。 With the rapid development of mobile devices such as smart phones, the innovative application development of mobile applications has become the focus of travel agencies. Many companies have introduced mobile applications to improve business performance or enhance customer service. Mobile apps can not only shorten the distance with poten-tial consumers, but also enhance the competitive advantage of the business. The main purpose of this study is to explore the factors influencing the continued use of apps by consumers after the apps are introduced to the travel agencies. Using technology acceptance models as a research model to explore if the consumers’ using app experience will arise any effect in the app perceived ease of use, perceived useful-ness and continuance usage intention. At the same time, it also discusses the correlation between perceived ease of use, perceptual usefulness and continuance usage intention. In this study, the users who have downloaded the travel agency app are used as the survey object, and the Google online questionnaire is used. From April 12, 2020 to April 21, 2020, a total of 273 valid questionnaires were collected online. The correlation and regression analysis results show that the app user experience has a significant positive effect on perceived ease of use, perceived usefulness and continuance usage intention; perceived ease of use has a significant positive effect on perceived usefulness, continu-ance usage intention; perceived usefulness has a significant positive effect on the con-tinuance usage intention. The research analysis results and findings can provide the travel agencies significant references when they introduce the mobile apps in the future.
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