旅客採用行動商務行為模式之研究

隨著國內旅遊人口逐年增加以及旅客使用行動商務購買旅遊相關服務愈形普及，有關消費者採用行動商務行為之議題逐漸受到學術與產業界的關注。因此，本研究以科技接受模式為基礎，進一步探討旅客使用行動商務之行為研究，以瞭解旅客實際使用的相關因素及行為意願，並以知覺風險為干擾變數，驗證其對於知覺有用性和知覺易用性對使用態度的干擾效果。在資料收集上，本研究以便利抽樣的方式於桃園機場針對出國旅客進行問卷調查，回收有效問卷共249份。研究結果顯示：認知有用性和認知易用性會正向影響使用態度，認知易用性會正向影響認知有用性，認知有用性會正向影響行為意願，使用態度會正向影響行為意願，行為意願會正向影響實際使用。然而，知覺風險對認知使用性到態度、知覺易用性到態度的干擾效果前者顯著、後者不顯著。透過本研究結果可瞭解旅客使用行動裝置購買旅遊相關服務的因素，亦可提供後續行動商務研究及旅行業採用行動商務行銷之參考。

關鍵字

行動商務；科技接受模式；知覺風險

並列摘要

With the development of Internet and information technologies, mobile commerce has become an important way to deliver travel products and services that also enabled academics and practitioners interested in such issue. Based on technology acceptance model (TAM), the purpose of this study is to understand of tourists' related factors and behavior intention with regard in adopting mobile commerce to purchase travel services. Moderating effect of perceived risk between perceived usefulness and attitude was tested, and so was the moderating effect between perceived ease of use and attitude. By conducting convenience sampling, a total of 249 questionnaires were collected from Taiwan Taoyuan International Airport. The empirical results showed that perceived risks had significant moderating effects on the relationship between perceived usefulness and attitude; however, it had no significant moderating effects on the relationship between perceived ease of use and attitude. The end of this study also provided the managerial and practical implication as a useful reference for travel academics and practitioners to understand tourists' needs on mobile commerce.