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影響遊客造訪意願之決定性因素:以網站品質、心流體驗及SoLoMo態度延伸科技接受模式

EXPLORING THE FACTORS AFFECTING TOURIST’S INTENTION TO VISIT: AN EXTENSION OF TECHNOLOGY ACCEPTANCE MODEL WITH WEBSITE QUALITY, FLOW EXPERIENCE AND SOLOMO ATTITUDE

摘要


觀光休閒已成為全球性之產業,如何發展旅遊景點的特色,利用網站資訊多元化之宣傳與推廣,進而提升遊客造訪意願(visit intention),儼然成為觀光休閒業者或政府相關機關重視課題。因此,本研究以金門縣觀光旅遊網站為例,探討影響遊客實地造訪意願之因素,具體而言,本研究將以科技接受模式(technology acceptance model, TAM)為研究基礎,並加入網站品質(website quality)、心流體驗(flow experience)與結合社交(social)、適地(local)與行動(mobile)而形成的SoLoMo態度(SoLoMo attitude)變數延伸該模式。再者,本研究利用結構方程模式(structural equation modeling, SEM)分析整體模式及檢定假說。研究結果顯示旅遊網站的系統品質(system quality)顯著正向地影響知覺有用性(perceived usefulness)與知覺易用性(perceived ease of use)。再者,旅遊網站的服務品質(service quality)對知覺易用性與心流體驗均呈現顯著地正向影響。心流體驗則對使用者之網站態度有顯著正向影響;使用者的知覺易用性,則分別對知覺有用性及態度有顯著正向影響。另外,使用者的知覺有用性對其態度與造訪意願亦有顯著正向影響。此外,使用者SoLoMo態度亦顯著地影響其造訪意願。最後,依據本研究的實證結果,管理意涵、研究限制與未來研究方向亦提出於本論文中。

並列摘要


Because of tourism and leisure has become a global industry, how to develop the characteristics of tourist attractions has become the important issues to government and the operators of tourism and leisure for enhancing the visit intention by using diverse information promotion of a website. Therefore, this study uses the Kinmen Tourism Website to serve as the subject to explore the factors affecting tourists' intention to visit. In order to explore the factors affecting tourists' intention to visit, this study uses an extended technology acceptance model (TAM) with the external factors such as website quality (i.e. information quality, system quality and service quality), flow experience and the SoLoMo attitude which derives from the connection of social, location, and mobile. This study tests the proposed research hypotheses by using the structural equation modeling (SEM). The results confirm that the system quality of a government tourism website can positively affect the perceived usefulness and the perceived ease of use; the service quality has a positive impact on perceived ease of use and flow experience; flow experience has a positive impact on users' attitude; the perceived ease of use positively influences the perceived usefulness and users' attitude; the perceived usefulness significantly affects users' attitude and intention to visit; the users' SoLoMo attitude also significantly influences their intention to visit. Finally, based on the findings, the managerial implications and directions for future research will be proposed in this paper.

參考文獻


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被引用紀錄


陳細鈿、王靖欣、李明彥、鄭欣怡、陳怡君、邱聖惠、鄭惠蓉、黃佩雯、劉昀淳(2020)。以科技接受模式探討遊客對農特產品行銷平台之使用意願休閒產業管理學刊13(1),63-84。https://doi.org/10.6213%2fJLRIM.202003_13(1).0004

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