臺灣博碩士論文加值系統

於現今觀光產業全球化之情況下，政府觀光旅遊網如何引起遊客對某一旅遊景點之造訪意願為其關切重要議題之一。本研究將以金門縣觀光旅遊網探討影響遊客造訪意願之因素，以科技接受模式為研究架構基礎，並加入網站品質、心流體驗與SoLoMo態度變數延伸該模式。研究方法則採用線性結構方程式分析整體模式。研究結果顯示旅遊網站的系統品質會正向影響知覺有用性與知覺易用性；網站的服務品質對知覺易用性與心流體驗有顯著正向影響；心流體驗對使用者態度有正向影響；使用者之知覺易用性對知覺有用性及使用者態度有顯著正向影響；知覺有用性對使用者態度與造訪意願有顯著正向影響；此外，SoLoMo態度亦會直接影響造訪意願。最後，本研究依據上述發現提出管理意涵與後續研究建議。

Nowadays, one of the important issues is that how a government tourism website can affect those decisions in the selection of travel destinations under the globalization of tourism industry. This study will use the Kinmen Tourism Website to serve as subject to explore the factors affecting tourists' intention to visit. In order to explore the factors affecting tourists' intention to visit, this study use an extended technology acceptance model (TAM) model with the external factors such as website quality (information quality, system quality and service quality), flow experience and the SoLoMo attitude. The results confirm that the system quality of a government tourism website can positively affect the perceived usefulness and the perceived ease of use; the service quality has a positive impact on perceived ease of use and flow experience; flow experience has a positive impact on users' attitude; the perceived ease of use positively influences the perceived usefulness and users' attitude; the perceived usefulness affects users' attitude and intention to visit; the SoLoMo attitude directly and significantly influences users' intention to visit. Finally, based on the findings, the managerial implications and directions for future research will be proposed.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
　　第三節　　研究架構．．．．．．．．．．．．．．． 4
第二章　　文獻探討與假說發展．．．．．．．．．．．． 6
　　第一節　　科技接受模式．．．．．．．．．．．．． 6
　　第二節　　網站品質．．．．．．．．．．．．．．． 9
　　第三節　　心流體驗．．．．．．．．．．．．．．． 12
　　第四節　　SoLoMo態度．．．．．．．．．．．．． 15
　　第五節　　研究假說．．．．．．．．．．．．．．． 17
第三章　　研究方法．．．．．．．．．．．．．．．．． 22
　　第一節　　樣本抽樣與資料蒐集．．．．．．．．．． 22
　　第二節　　研究變數之定義衡量．．．．．．．．．． 23
　　第三節　　問卷設計．．．．．．．．．．．．．．． 29
　　第四節　　資料分析方法．．．．．．．．．．．．． 32
第四章　　資料分析與結果．．．．．．．．．．．．．． 35
　　第一節　　樣本描述性統計．．．．．．．．．．．． 35
　　第二節　　信度與效度分析．．．．．．．．．．．． 38
　　第三節　　結構模式分析．．．．．．．．．．．．． 42
第五章　　結論與建議．．．．．．．．．．．．．．．． 47
　　第一節　　研究結論．．．．．．．．．．．．．．． 47
　　第二節　　管理意涵．．．．．．．．．．．．．．． 50
　　第三節　　研究限制與未來研究方向之建議．．．．． 51
參考文獻 ．．．．．．．．．．．．．．．．．．．．．． 53
附錄A 研究問卷．．．．．．．．．．．．．．．．．．． 67

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