由於資訊技術與網際網路普及,促使蒐集旅遊資訊的方式更加廣泛,行動服務的發展帶給人們更即時性的資訊,市場上也因應此類需求開發出相關之應用程式,而本研究以交通部觀光局推出之「旅行台灣」應用程式為實測軟體,欲瞭解遊客其在國內旅遊時,使用手機擴增實境應用程式搜尋旅遊資訊之使用意圖與接受程度。本研究以整合性科技接受模式為理論基礎,針對績效預期、努力預期、社會影響,對於遊客使用意圖之影響,進行相關分析。研究調查採量化研究設計,正式問卷發放500份,回收418份有效問卷,以迴歸分析方法驗證本研究架構之適用性,研究結果發現:遊客對於擴增實境應用程式之績效期望與社會影響,具有正向直接影響其使用意圖。意謂遊客在社會群體裡的重要關係人推薦或正在使用之情況下,其使用意圖就會相對地高。本文期望研究之結果提供未來相關技術人員開發之參考,使其更加符合市場需求並延伸更多元的應用。
With the development of information technology and the Internet that broadened the way of gathering traveling information, mobile technology brings information to people immediately and the market reacts to these needs with developing related APPlications. We will be demonstrating Tour Taiwan, a mobile APPlication launched by Tourism Bureau, to our respondents so to investigate the intention of using augmented reality (AR) APPlications in tourists visiting Taiwan. This study uses the Unified Theory of Acceptance and Use of Technology(UTAUT)as the theoretical basis focusing in performance expectancy, effort expectancy and social influence to analyze its effects on tourism behavior intentions. This is a quantitative study based on 418 effective questionnaires using regression analysis to examine the hypothesis of the study. The findings reflect that the performance expectancy and social influence of tourists using AR APPlications has significant positive influence on behavior intentions which implies that when a significant other uses or recommends the APPlication, the behavior intentions of a user increase relatively. This study aims to serve as a reference and provide recommendations for relevant operations in the future in order to meet the market demand and expand the diversity of APPlications.