臺灣博碩士論文加值系統

摘要
本研究主要目的在驗證UTAUT2理論模式中績效期望、努力期望、社會影響、促進條件、享樂動機、價值衡量、使用習慣、使用意圖及使用行為等變項之間影響關係，並瞭解性別、年齡及經驗等變項在UTAUT2理論模式中是否具有調節效果。研究對象為台北市、新北市、台中市及高雄市四個都會區之17家國際觀光飯店消費者，發放680份問卷，得有效問卷488份，有效問卷回收率為71.76％。資料回收後使用SPSS 20.0 及Warp PLS 4.0等統計軟體進行各項統計分析結果：
1. 背景變項與網路使用行為變項對國際觀光飯店顧客網路訂房使用意圖有11.6％的解釋力。
2. 背景變項與網路使用行為變項對國際觀光飯店消費者網路訂房使用行為有35.6％的解釋力。
3. 應用UTAUT2理論驗證國際觀光飯店消費者使用網路訂房行為，結果發現模式中自變項績效期望、社會影響、促進條件、享樂動機、價格衡量、使用習慣等變項對網路訂房使用意圖有顯著的影響，除了努力期望對使用意圖未達到顯著影響，而促進條件及使用習慣對網路訂房使用行為有正向影響，使用意圖對使用行為是未達到顯著影響。
4. 性別變項在影響績效期望與使用意圖之間的關係及社會影響與使用意圖之間的關係等具有調節效果。年齡變項在影響努力期望與使用意圖之間的關係，影響社會影響與使用意圖之間的關係，享樂動機與使用意圖之間的關係以及使用習慣與使用行為之間的關係等具有調節效果。經驗變項在影響社會影響與使用意圖之間的關係，促進條件與使用意圖之間的關係，促進條件與使用行為之間的關係，價值衡量與使用意圖之間的關係及使用意圖與使用行為之間的關係等具有調節效果。
5. 國際觀光飯店消費者的性別、國籍及教育程度在績效期望、努力期望、社會影響、促進條件、享樂動機、價格衡量、使用習慣等變項未達到顯著差異。婚姻狀況在社會影響與享樂動機達到顯著性的差異，年齡在努力期望及使用習慣上達到顯著性的差異，飯店所地區在績效期望、努力期望、促進條件及價格衡量達到顯著性的差異。以上實證分析所得到的結果，將提供UTAUT2理論模式應用於在國際觀光飯店的消費者使用網路訂房行為之適用性參考，從而建議業者對於消費者利用網路訂房服務時，可進行何種行銷策略規劃，以提高消費者使用網路訂房行為。

Abstract
The purpose of this study is to examine the moderating effects of individual differences--namely gender, age, and experience--in a unified theory of acceptance and use of technology (UTAUT2) model on various constructs, including performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, habit behavior, behavioral intention, and use behavior. The subjects of this study were customers of 17 international hotels located in four different metropolitan areas: Taipei City, New Taipei City, Taichung City, and Kaohsiung City. A total of 680 surveys were distributed and 488 were returned, with a returning rate of 71.76%. The collected data were analyzed using SPSS 20.0 and Warp PLS 4.0.
1. The study results indicated that demographic variables and the Internet use explained 11.6% of total variances of behavioral intention for using online hotel booking by international hotel customers.
2. The study findings reported that demographic variables and the Internet use explained 35.6% of total variances of use behavior in online hotel booking by international hotel customers.
3. With UTAUT2 used to examine the use of online hotel reservations by international hotel customers, the results showed that behavioral intention is moderated by several constructs, such as performance expectancy, social influence, facilitating condition, hedonic motivation, price value, and habit behavior. While facilitating condition and habit behavior both had positive impacts on use of online hotel booking, no significant difference was found to exist between effort expectancy and behavioral intention, and between behavioral intention and use behavior.
4. First, the impact of performance expectancy and social influence on behavioral intention is moderated by gender. Second, the impact of effort expectancy, social influence, and hedonic motivation on behavioral intention is moderated by age. The impact of habit behavior on use behavior is as well moderated by age. Finally, the impact of social influence, facilitating condition, price value, use behavior on behavioral intention is moderated by experience. The impact of facilitating condition on use behavior is moderated by experience, too.
5. The study results reported no significant difference between demographic characteristics (i.e., gender, nationality, and education) of international hotel customers and constructs (i.e., performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, and habit behavior.) Significant difference was found between social influence and hedonic motivation if marital status was included. Significant difference was also reported between effort expectancy and habit behavior if age was considered. Moreover, the study results suggested significant difference between hotel location and several constructs, including performance expectancy, effort expectancy, facilitating condition, and price value.
The empirical findings suggested that future studies may further explore the possibility of using UTAUT2 to examine intentions of using online hotel booking by potential hotel customers. Specific managerial strategies should also be discussed to improve customers’ online hotel booking experience.

目 錄
摘要 i
Abstract iii
誌謝辭 v
目 錄 vi
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 名詞解釋 5
第四節 研究範圍與限制 7
第二章 文獻探討 9
第一節 旅館業網路訂房服務 9
第二節 科技接受理論 21
第三節 整合科技接受模式理論2 31
第三章 研究方法 42
第一節 研究對象 42
第二節 研究模式 42
第三節 研究工具 51
第四節 資料處理 56
第四章 分析結果 58
第一節 參與者背景變項之敘述性統計 58
第二節 量表信、效度檢定 60
第三節 背景變項與網路使用行為對網路訂房行為分析 67
第四節 UTAUT2理論模式影響關係驗證 71
第五節 背景變項在績效期望、努力期望、社會影響、促進條件、享樂動機、價格衡量、使用習慣等變項之平均數比較 82
第六節 討論 89
第五章 結論與建議 92
第一節 結論 92
第二節 管理意涵 94
第三節 後續研究建議 95
第四節 學術貢獻 96
參考文獻 97
附錄A 中文問卷 110
附錄B 英文問卷 113

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