隨著科技的日新月異,智慧型手機的普及率也持續成長,各產業紛紛導入行動商務作為與消費者溝通與銷售的橋梁,就連深受海內外觀光客喜愛的觀光目的地「誠品書店」為了拉近與觀光客的關係也推出了結合數位會員卡的行動應用程式,數位會員卡的出現,不僅拉近與會員間的關係、提供更即時且方便的會員服務,更減少實體會員卡的浪費,落實數位會員卡的里程碑。 本研究探討遊客對於使用數位會員卡的接受程度以及其影響因素,以整合性科技接受模式(UTAUT)為研究架構,探討績效預期、努力預期、社會影響對使用意圖之影響。本研究運用量化研究進行問卷調查,發放對象以曾經去過誠品書店的消費者,以「便利抽樣」方式抽取413份有效問卷進行調查,並採用因素分析、相關分析與迴歸分析等研究方法進行研究探討。 研究結果驗證努力預期及績效預期、社會影響對於使用意圖皆呈現顯著正向影響,因此藉由本研究結果瞭解遊客對於數位會員卡的接受程度以及包括性別、年齡、所得等等相關影響因素,進而提供相關餐旅產業開發數位會員制度的依據和觀光目的地管理者對於開發景點數位會員卡之參考。
The rapid advances of technology have tremendously changed every aspect in our life. The industries have introduced mobile commerce sales as a bridge of communication and consumer. eslite bookstore also launched a combined mobile membership card APPlications. Mobile membership card, not only close relations among its members, to provide a more immediate and convenient member services, but also reduce the waste of physical membership card. The main purpose of the study is to investigate the intentions of tourist use of the mobile membership card. The framework of the study is based on the Unified Theory of Acceptance and Use of Technology(UTAUT)model, whick posits three direct determinants of intention to use (Performance Expectancy, Effort Expectancy, and Social Influence) and direct determinants of usage behavior (Intention). A questionnaire survey will be conducted to collect valid samples for quantitative analysis in eslite bookstore. To understanding the tourists' acceptance of mobile membership card and related factors, The innovation of this study found that the Performance Expectancy, Effort Expectancy, and Social Influence positive influence Intention. Therefore, the managers of tourist destination can reference to develop mobile membership card and provides DMO to development mobile membership card.