智慧型手機使用者旅遊資訊搜尋行為之探討

Exploring tourism information search behavior of smartphone users

林兪君(Yu-Chun Lin)

指導教授 ： 何昶鴛

朝陽科技大學/管理學院/休閒事業管理系/碩士(2014年)

摘要

智慧型手機行動上網已成為搜尋旅遊資訊主要的方式。本研究以Ho, Lin and Chen (2012)所建構之網際網路型態（使用個人電腦）的旅遊資訊搜尋行為模式作為理論基礎，探討智慧型手機使用者搜尋旅遊資訊的行為特徵與搜尋歷程。研究目的包括：建構模式架構以及蒐集實證資料驗證模式。
　　本研究分為兩階段進行。第一階段係質性研究，以半結構式深度訪談以及現地觀察法蒐集21位智慧型手機使用者搜尋旅遊資訊的相關資料，使用紮根理論進行資料分析。研究結果則是發現搜尋者具有10個行為特徵，並提出具有20個研究命題的概念性架構；此一模式架構衍生7 個搜尋型態。第二階段則為量化研究，係根據第一階段的觀念性架構提出研究架構與假說，並蒐集實證資料驗證模式。本研究採便利抽樣方式，挑選具有國內旅遊經驗並使用智慧型手機搜尋旅遊資訊規劃行程的大學生參與問卷填寫，總計獲得326份有效樣本。
　　本研究採用偏最小平方法分析資料，研究結果顯示：智慧型手機使用者的10個旅遊資訊搜尋行為特徵包括：內部搜尋、手機無線上網搜尋資訊、儲存資訊、搜尋阻礙、初步協同資訊搜尋、搜尋結束、彙整資訊、使用電腦搜尋、進階協同資訊搜尋，以及使用非網路搜尋管道。與網際網路型態（使用個人電腦）的資訊環境相較，初步協同資訊搜尋與使用電腦搜尋資訊係新的行為特徵。在行動網路與智慧型手機所建構的資訊環境中，旅遊資訊由個人資訊搜尋型式擴展至群體搜尋。雖然行動網路成為主要的旅遊資訊搜尋管道，但手機使用者仍依賴其他資訊管道。同時，本研究發現受訪者交互使用其他搜尋管道並產生不同的資訊搜尋型態。本研究除了建構一個理論模式並擴充旅遊資訊搜尋領域的知識之外，研究結果可提供旅遊業者建置手機版網站與手機應用軟體開發者設計整合性旅遊資訊搜尋App之參考依據。

關鍵字

旅遊資訊搜尋模式 ； 行動網路 ； 旅遊資訊搜尋 ； 智慧型手機使用者

並列摘要

This research aims to propose and test a theoretical model to articulate and delineate the search attributes that describe how smartphone users search for tourism information. Based on Ho, Lin and Chen (2012), a two-staged study was conducted by adopting a mixture of qualitative and quantitative approaches. The first study focused on building a theory to demonstrate the flows of thoughts, activities, and decisions in terms of tourism information search. The second study sought to generalize the theory to population by a questionnaire survey.
　　In the first study, the grounded theory approach was employed and 21 subjects participated in the data collection process to supply the semi-structured in-depth interviewing data and their field observations. Ten tourism information search characteristics have been identified and they are not performed in isolation. In total, 20 propositions have been developed for future testing. Then, the second study was carried out to assess the validity of the conceptual model. The students from 3 universities in Taiwan were invited to participate in the survey. The data was collected using a convenience sampling method and in total 326 valid responses were obtained. The respondents were restricted to those who searched for tourism information via smartphones and made a domestic travel within the last 6 months. A partial least squares (PLS) analysis was used to identify the significant factors and the relationships in the proposed model.
　　The model indicates that tourism information search takes place internally, depending on memory, and also externally through the use of different sources from the external environment. Some search characteristics are identical to those involving the use of the PC Internet; however, a fundamental difference between both is that smartphone searching is rapid and shallow due to the limited space and screen size. The research findings reveal an ongoing process with a diversity of search patterns: using smartphones first, then PC Internet and other information sources. The search process includes a sequential information search, information processing and information integration; in addition, it is no longer individual but collaborative search behavior in the context of Web 2.0. This research contributes to the literature by providing a representative search model to highlight the individuals’ engagement in more complex search-related and collaborative tasks as a means of approaching their travel decision-making. In light of our findings and limitations, we draw managerial implications and offer suggestions for future research.

並列關鍵字

Tourism information search process model ； Mobile search ； Tourism information search ； Smartphone users

參考文獻

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