行動導覽服務使用者接受模式分析-創新擴散之觀點

A Study on the User Acceptance Model Analysis of Mobile Tour-Guide Service - A View of Diffusion of Innovation

高翊群(Yi-chiun Kao)

指導教授 ： 曾德宜

大同大學/經營設計學院/資訊經營學系所/碩士(2007年)

摘要

值此「數位經濟」(Digital Economy)與「體驗經濟」(Experience Economy)的盛行，以及行政院業已將「行動台灣」(M-Taiwan)計畫列為新十大建設之一，讓行動網路遍布全國，因此無線寬頻網路發展將是加速個人化行動服務之推手，然而如何整合此兩股21世紀初期的最新經濟趨勢，發展新型態的資訊應用及服務(如無線導覽及行動定位的加值服務)，創新無線科技應用的新附加價值，促進國內經濟發展及發展休閒產業，實為當前管理界的重要議題。
本研究從使用者的角度出發，以Davis (1989)的科技接受模式(Technology Acceptance Model, TAM)為研究之框架，結合創新擴散理論(Diffusion of Innovations, DOI)中「相對優勢」的概念，並加入「成本」、「便利性」、「安全性」三個外部影響構面，提出「行動導覽服務」的整合研究模式，以此模式對消費者採用行動導覽服務的行為進行實證研究，期望藉以瞭解影響消費者資訊科技接受行為意向之主要因素，以及對行動導覽服務之認知，以供相關單位未來在推動行動導覽服務應用之參考，且作為後續研究者之借鑑。
本研究共計回收240份問卷，研究驗證台北市民對於行動導覽服務的接受程度，主要取決於操作上的便利性、使用上的安全性與成本考量，此即使用者認為該項商業模式所提供的服務，能節省其資訊儲存成本、或是此服務可提供時間與地點上之便利、以及具有安全傳輸機制、可靠的隱私政策等，將有助於提高其使用意願。

關鍵字

行動導覽服務 ； 行動服務 ； 創新擴散 ； 科技接受模式

並列摘要

With the prevalence of digital economy and experience economy, the Executive Yuan has listed M-Taiwan as one of the ten new construction projects to distribute mobile networks all over the island. The development of wireless broadband networks will be the key to accelerating the development of personalized mobile services. However, how to integrate the two economic trends in the 21st century, develop new information applications and services, innovate the additional value of wireless applications, and promote domestic economic development and recreational industries are important issues for the field of management.
From user’s perspective, this study used the framework of TAM proposed by Davis (1989) and integrated the concept of “relative advantage” in DOI and three external factors, namely “cost”, “convenience”, and “security” to create a “mobile tour-guide service model”. Based on this model, an empirical study was conducted and this study expected to understand the main factors affecting consumer’s behavioral intention of technology acceptance and their perceptions of this service. The result would serve as a reference for authority concerned to promote mobile tour-guide service in the future and follow-up studies.
In this study, a total of 240 questionnaires were collected. It was indicated that the Taipei City citizens’ level of acceptance of mobile tour-guide service was mainly determined by operational convenience, security of use, and cost. In other words, users conceived if the services provided by the commercial model could save the cost of information storage and provide convenience in time and location, secure transmission mechanisms, reliable privacy policies, their intention of use would be enhanced.

並列關鍵字

Mobile services ； Diffusion of innovations ； Technology acceptance model ； Mobile tour-guide service

參考文獻

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