解說導覽系統使用行為意向之研究

A Study of User Behavior Intention about Interpretive Service System

楊舜雯(Shun-Wen Yang)

指導教授 ： 林晏州

國立臺灣大學/生物資源暨農學院/園藝暨景觀學系/碩士(2013年)

https://doi.org/10.6342/NTU.2013.02924

摘要

近年來資訊科技日新月異，雲端技術與無線網路的應用日趨成熟，加上智慧型手機與平板電腦逐漸普及，資訊得以更快速地傳遞。有鑒於此，眾多國家風景區紛紛開發在行動裝置中可運行之行動解說導覽系統。行動解說導覽系統有別於以往的傳統解說媒介，以新穎且方便的方式達成解說導覽的目的，也因此對於使用者如何接受並使用新科技系統來吸收資訊的相關研究就變得相當地重要。Davis(1989)提出科技接受模式(Technology Acceptance Model)，提到當使用者接觸一項新科技的時候，可以透過科技接受模式來預測與解釋使用者接受的程度或是不接受的原因。本研究以科技接受模式為基礎，根據Wixom & Todd(2005)之滿意度結合科技接受模式來探討利用資通訊科技(Information and Communication Technology)開發之行動解說導覽系統，其解說成效及系統品質對使用者滿意度、認知、態度及行為意向之影響。本研究以陽明山國家公園行動導覽系統為研究媒介，研究方法為利用平板電腦至陽明山國家公園園區內，請受測者實際操作系統後填寫問卷，以得知受測者之使用感受。調查時間為民國102年4月22日至5月2日為止，共得有效問卷260份，資料分析方法主要以結構方程模式進行路徑分析。研究結果發現，以行動解說導覽系統作為解說媒介具有良好之解說成效，除了能帶給使用者正向的解說體驗，亦能帶動公園的觀光效益；而多數受訪者認為此行動解說導覽系統具有良好之系統品質，它除了是方便的解說媒介之外，亦能快速的讓使用者取得新資訊，且節省了詢問的時間；另外透過路徑分析發現解說成效會正向的影響使用者對資訊內容之滿意度，而系統品質則是會正向的影響使用者對系統方面之滿意度，接著滿意度會進一步正向影響使用者之認知有用性及認知易用性，接著認知有用性及認知易用性會進而正向影響使用者對系統的態度，最後透過認知有用性及態度正向影響到使用者的行為意向。應用資通訊技術開發之行動解說導覽系統為未來發展趨勢，本研究結果可提供給相關單位作為參考依據。

關鍵字

資通訊科技 ； 解說導覽 ； 科技接受模式

並列摘要

Information technology has developed quickly in recent years, and the application of cloud computing and wireless network technology had been skilled. The more popular smartphones and tablets are, the faster information exchange. Under these circumstances, many national parks have developed interpretation applications for mobile devices. Unlike traditional interpretation media, these applications can provide detail information to visitors in more innovation and more convenient ways. Thus, the way users accept and use this new technology becomes an important issue. Fred Davis (1989) had developed Technology Acceptance Model (TAM), and stated that when users adopt a new technology, researchers can use TAM to predict the level of acceptance and explain the reason why people do not accept. This study is based on Wixom and Todd (2005) research, combines TAM theory and satisfaction in order to explore the interpretation effect and quality of the mobile interpretation system which is developed by Information and Communication Technology (ICT), and how this system influences users’ satisfaction, perception, attitude, and behavior intention. In this study, we use the Yangmingshan National Park interpreting application as research media, and the questionnaires were completed by respondents who have immediately operated the app system in the park on April 22 to May 2, 2013. This research totally collected 260 effective questionnaires, and the data was analyzed by path analysis of structural equation model. According to the results, the experience with interpreting application as the interpretation media received good evaluation from users. This interpreting application not only brings positive experience to user but also creates the economic values of National Park. In addition, this interpreting application has good system quality. It is a convenient interpretation media that not only serving information faster but also saving querying time. The path analysis found that the interpretation effect and quality has effect on users’ satisfaction. Satisfaction then influenced on the perceived usefulness and ease of use. Perceived usefulness and ease of use then influenced the user’s attitude. In the end, attitude and perceived usefulness influenced the user’s intension to operate the system. This study concluded that ICT is the trend of future development, and we expect to provide useful references for related administrations.

並列關鍵字

Information and Communication Technology ； Interpretive service ； Technology Acceptance Model

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