影城品牌形象對科技接受模式之影響－以高屏地區行動影城 APP 為例

在行動裝置的普及下，各影城業者這幾年間皆推出自家的行動銀行 APP ，供顧客更加彈性的取得影城資訊與購票；發展至今，台灣前三大連鎖影城的 APP 下載使用率卻未普及，因此筆者對影城品牌形象對科技接受模式之影響產生了研究動機。　　影城業者近年來由於政府推行一例一休政策與少子化的影響下，人事成本提升且人力招募日益困難，若能提升消費者使用行動影城 APP 的介面購票，將能有效降低此問題的產生。從消費者角度來看，除了購票時間上能更加彈性外，藉由行動影城 APP 的即時功能，能更方便查詢消費資訊，若能有效增加消費者對行動影城 APP 的黏著度，影城業者不但擁有實際收益，亦能從中蒐集相關數據，以掌握更多市場需求的資訊。　　本論文在探討顧客對日常往來影城品牌形象的認知是以行動影城 APP 為例，運用科技接受模型進行研究，採用 Google 問卷進行調查，共回收 293 份問卷，無效問卷 16 份，有效問卷 277 份，經 SPSS 20.0 分析，研究結果發現： 1. 人口統計變項中各變項做獨立樣本 T 檢定對日常往來影城品牌形象與行動影城 APP 便利性、行動影城 APP 使用意願無顯著性差異。 2. 人口統計變項中各變項做單因子變數分析對日常往來影城品牌形象與行動影城 APP 便利性、行動影城 APP 使用意願無顯著性差異。

關鍵字

影城品牌形象；科技接受模式；行動影城 APP

並列摘要

With the popularity of mobile devices, cinema studios have launched their own mobile banking app for customers. in the past few years, to provide customers with more flexible access to studio information and ticket purchases; as of today, APP usage rates for the top of studios in Taiwan have been used. However, it has not been popularized. Therefore, the author has created How Brand Image of Theater Influences TAM:A Case Study of Mobile Theater APP in the Greater Kaohsiung Pingtung Area. 　　In recent years, due to the government’s implementation of a one-off policy and declining birthrate, shadow studio operators have been faced with rising personnel costs and difficulty in recruiting human resources. If consumers are able to increase the use of ticket purchases for the Action Studio App, they will effectively reduce the occurrence of this problem. . From the consumer's point of view, in addition to being more flexible in terms of ticketing time, the immediate function of the Action Studio App can make it more convenient to inquire about consumer information. If it can effectively increase the consumer's adhesion to the Action Studio App, Not only do city owners have real income, they can also gather relevant data from them to learn more about market demand. 　　This paper discusses the customer's perception of the daily interaction between the studio and the movie city. It uses the action studio APP as an example. It uses the technology acceptance model to conduct research, uses a Google questionnaire to conduct surveys, and collects 293 questionnaires, 16 invalid questionnaires, and valid questionnaires 277. Servings, analyzed by SPSS 20.0, found that: 1. An independent sample of demo variables in the demographic variables. The T-verification has no significant differences in the daily accessibility between the studios and the action studios. 2. The single factor variable analysis of the variables in the demographic variables has no significant difference between the daily accessibility to the studios and the action theaters.