本研究以Parasuraman(2000)提出之科技準備度(Technology Readiness;TR)探討旅行社從業人員對於使用即時通訊軟體(Instant Messenger;IM)的態度與使用行為意向間的影響。本研究以旅行社客服人員、業務人員作為問卷發放對象,以便利抽樣寄發問卷至旅行社,共計188份有效問卷。科技準備度分成四個構面,分別為「樂觀主義」、「創新性」、「不適應性」及「安全疑慮」。本研究經過探索性因素分析,將「不適應性」構面細分為「控制不適應」及「使用不適應」,「安全疑慮」構面則分為「通訊安全疑慮」及「交易安全疑慮」,研究結果發現,僅「樂觀主義」會正向影響使用態度,使用態度會正向影響使用意願,證明旅行社從業人員對於新科技越具正面觀感,對於即時通訊軟體使用態度越正向,其它構面檢驗則無顯著。 本研究並就管理上提出下列建議: 1. 員工對IM應用在公務上具樂觀態度, IM作為服務溝通工具的時機成熟,業主應掌握契機提升服務品質與競爭力。 2. 員工對於科技所帶來的不適應性仍然存在,應降低旅行社從業人員在危害身體健康及科技故障、受到監視的不適應感覺。 3. 交易疑慮仍需公司管理階層注意,應持續加強網路通訊資訊安全,兼顧工作效率與企業安全。
In recent years, with the appearance of the Internet and technology had developed rapidly in global, the tourist industry became more and more rising and flourishing. To face the increasingly competitive market, the utility rate of Istant Messenger(IM)implements increasing year by year due to it provides highly community efficiency and low-cost. The major research proposal are: 1. The realtionship between technology readiness(TR)and demograph 2. Discuses if can affect travel agents employees’s attitude and intention behavior to use IM. 3. The realtionship between TR and use attitude. This study will adopt a quantification survey base on the TR proposed by Parasuraman(2000)to explore the mental characteristics of travel agents employees on using IM. Besides, according to Theory of Reasoned Action (TRA), we will find out the impact of attitude and intention behavior on IM usage of tourist industry employees.Data was collected 188 potential users, The data were further analyzed by SPSS. The results accept hypothesis to prove the positive attitudes influence the users’ attitude. Finally, it is hoped that research outcomes could be useful for companies that intend to implement IM and follow-up research.