WiMAX行動觀光服務使用意向之研究

EXPLORING USE INTENTION ON WIMAX MOBILE TOURIST SERVICE

廖怡綺(Yi-Chi Liao)

指導教授 ： 林淑瓊

大同大學/經營設計學院/資訊經營學系所/碩士(2009年)

摘要

第四代行動通訊WiMAX以其優勢，結合旅遊產業推展行動觀光服務是勢在必行且可行的方案。本研究以TPB計畫行為理論為基礎，結合顧客知覺價值之概念，探究旅客在旅遊環境中使用行動服務之關鍵。研究中以問卷調查法對台灣地區搭乘高鐵的旅客進行調查。結果發現，旅客正向的態度、認知與完善的行動觀光服務功能能促使顧客產生實際使用行為，以結合顧客知覺價值形成WiMAX行動觀光服務模式。本研究結果將可供WiMAX業者及旅遊業者運用行動設備提供旅客服務之行銷策略指南。

關鍵字

顧客知覺價值 ； TPB計劃行為理論 ； WiMAX ； 行動觀光服務

並列摘要

The fourth generation mobile communication protocol - WiMAX, has created a superior platform in range, speed, and stability. With that said, application of WiMAX in mobile tourism is definitely feasible, if not inevitable. In this study, created on the foundation of TPB, the entire study is based on the “WiMAX mobile tourist service model”. By employing the model, this study is designed to assess the tourists' intention to integrate WiMAX into a part of their traveling experience, and whether such intention will eventually be transformed into the actual purchase of the service, creating perceived value. In this study collected 1018 surveys from High Speed Rail users in Taiwan, and concluded with three major findings. First, it is discovered that aside from those customers who have long been seeking better mobile service, there is a substantial unexplored market composed of people who have never used mobile service; together, they represent 'a huge business opportunity. Second, as a regression prediction, with the intention to maximize the perceived value, the optimal state of the model is achieved by carefully invest in three critical factors: attitude, perceived behavioral control, and tourism functionality.In brief, the study indicates that the tourism industry in Taiwan as a whole is moving towards higher mobility, and such conclusion may serve as a valuable guide for the future of WiMAX and that of the tourism industry.

並列關鍵字

Customer Perceived Value ； Theory of Planned Behavior ； WiMAX ； Mobile Tourist Service

參考文獻

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