行動APP導覽旅遊模式之探討

根據現代社會中，因網路及行動裝置的科技迅速發展，行動APP導覽服務與旅遊結合的應用程式日漸增加，並逐漸取代原有之旅遊模式。本研究根據科技接受模型以及行動性與體驗行銷為基礎，了解應用於行動APP導覽服務，以探討旅客對於使用行動APP導覽服務後是否會產生購買意願的行為模式。問卷蒐集方式主要透過隨機抽樣法，針對到澎湖旅遊的遊客進行調查。總計蒐集了495份有效問卷。研究結果發現（1）體驗行銷對於感知有用性有顯著影響；（2）行動性對於使用情境有顯著影響；（3）感知有用性對於使用情境有顯著影響；（4）感知有用性、使用情境對於購買意願有顯著影響。最後，本研究針對旅客使用行動APP導覽服務後是否產生購買意願，分別對遊客與應用程式開發業者提出建議。

關鍵字

行動裝置；科技接受模型；體驗行銷；行動性；導覽服務

並列摘要

Due to the rapid development of the internet and mobile devices, the increase of APPs that combine tourism and tour guide services is replacing the traditional travel pattern. Based on the technology acceptance model (TAM), experiential marketing and mobility, this research focuses on the tour guide services provided by mobile APPs to figure out the currently travel pattern that indicates tourists' purchase intention. The survey was conducted by random sampling on tourists who visiting Penghu, and a total of 495 valid questionnaires were returned. The findings include experiential marketing can significantly influence perceived usefulness; mobility can significantly influence use context; perceived usefulness can significantly influence use context; perceived usefulness and use context can significantly influence purchase intention. At the end, according to the purchase intention after using the tour guide services on mobile APPs, suggestions are provided for both tourists and travel mobile APP designers.