Tourism Goes Mobile: Using Smartphone Apps to Access Tourism Services on the Go

近年來智慧型手機的發展快速，相關的手機應用程式也隨之興盛，而在眾多手機應用程式中，又以旅遊娛樂領域最盛行。當國人出遊時為了獲得有用的旅遊資訊服務，採用智慧型手機應用程式（Smartphone Apps）應可發揮其便利性等優勢。本研究基於此前提下，針對行動使用者（Mobile Users）採用具備智慧型手機（與Smartphone Apps）功能的旅遊服務（Smartphone-enabled Tourism Services, STS），以便及時獲取旅遊資訊及服務的熱門議題加以實證探討，並在研究架構發展上以及後續之探索與討論時，參考運用了創新擴散理論（Innovation Diffusion Theory）及媒體選擇理論（Media Selection Theory），期望能夠了解行動使用者針對採用STS在旅遊服務領域的態度和想法，並從中分析出使用者的重要需求。在所有探究調查的因素中，研究結果發現：一、功能性、可用性、情境因素、形象、相對優勢、及低複雜度等因素顯著地影響行動使用者採用STS的意願，二、社會影響力則顯著地影響形象，因此而間接地（透過形象）影響行動使用者採用STS的意願。旅遊業應著眼於無處不在商務（Ubiquitous Commerce）環境下發展STS的有效因素（如本研究驗證過的功能性、可用性、情境因素等）。相關的研究結果可以幫助旅遊業的管理者和決策者在智慧型手機的創新應用與行動消費者態度上，跟上新興商務發展與應用趨勢，並期望能夠制定有利的商務策略，以便充分享受STS在無處不在商務環境下所提供的優勢與益處。

關鍵字

智慧型手機應用程式；行動商務；媒體選擇；創新擴散；偏最小平方法（PLS）

並列摘要

This study investigates mobile users' intention to adopt smartphone applications (apps) for accessing tourism services. A research framework was proposed and empirically tested using data collected from a survey on mobile users. Innovation diffusion theory and media selection theory were used to explore and explain mobile users' intention to adopt smartphone-enabled tourism services (STS). Among the investigated factors, functionality, usability, situational factor, image, relative advantage and low complexity were found to significantly affect users' intention to adopt STS. Social influence was found to significantly affect image, thus indirectly influencing users' intention to use STS. Based on the findings, the tourism industry should focus on the validated factors for developing STS in a ubiquitous commerce environment. The research findings can help managers and decision makers in the tourism industry keep pace with research on consumer attitudes and innovations in smartphone applications, and make favorable tactics to catch the benefits offered by STS in the ubiquitous commerce environment.

並列關鍵字

Smartphone Apps ； Mobile Commerce ； Media Selection ； Innovation Diffusion ； Partial Least Squares (PLS)

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