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研究生:趙豊益
研究生(外文):CHAO,LI-I
論文名稱:遊客採用行動導覽系統行為意向之實證研究
論文名稱(外文):The study of travelers behavior intension for adopting theMobile guiding system
指導教授:張俊陽張俊陽引用關係
指導教授(外文):CHANG,CHUN-YANG
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理研究所碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:83
中文關鍵詞:行動導覽系統計劃行為理論創新擴散理論科技接受模型期望理論
外文關鍵詞:Mobile guiding system (MGS)theory of planned behavior (TPB)theory of diffusion of innovation (TDI)technology acceptance model (TAM)expectancy theory
相關次數:
  • 被引用被引用:4
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:6
行動導覽系統(mobile guiding system)整合無線網路技術與個人數位助理(PDA)功能,具備輕薄短小、容易攜帶的優點,很適合大型觀光遊樂區域的導覽。雖然許多觀光遊樂區域提供行動導覽系統的租借服務,但是採用行動導覽系統的遊客並不普及。目前行動導覽系統的相關研究大多以技術研發為主,對於探討遊客採用行動導覽系統行為意向之研究則相對缺乏。本研究從遊客行為觀點出發,以計劃行為理論為基礎,加入創新擴散理論、科技接受模型與期望理論等觀點,提出本研究之理論架構,以問卷方式進行實證研究。研究結果顯示,遊客使用態度與主觀規範會影響採用行動導覽系統之行為意圖,而相容性、相對優勢、預期的心理等因素亦會影響遊客採用行動導覽系統之態度。本研究結果可提供系統業者,作為調整行動導覽系統研發方向之參考,同時,可以輔助觀光業者修正行動導覽系統的管理與決策,進而提升競爭優勢。
Mobile guiding system (MGS) is suitable for the guide of large-scale sightseeing area. MGS integrates wireless network and Personal Digit Assistant (PDA) and possesses the advantage of small volume; slight weight and easily to carry. Although some sightseeing areas rent for MGS, the MGS does not been adopted by travelers universally. The currently related researches for the MGS pay mostly attention to the developments and applications of the technique, but the researches about travelers adopt the MGS are discussed little. The empirical study is started with the travelers’ standpoint of behavior. The theory of diffusion of innovation (TDI); technology acceptance model (TAM) and expectancy theory are utilized to construct the model of this study based on the theory of planned behavior (TPB). The result of this study revealed that travelers’ attitude and subjective standard will affect the behavior intension for adopting the MGS. The compatibility; comparative advantage and expectation mentality of a system will also affect the travelers’ attitude for adopting the MGS. The result of this study can be been a reference for the developer to adjust the MGS and can assist the tourism to manage the MGS.
中文摘要 --------------------------------------------------------i
英文摘要 --------------------------------------------------------ii
誌 謝 --------------------------------------------------------iii
目 錄 --------------------------------------------------------iv
表 目 錄 --------------------------------------------------------vii
圖 目 錄 --------------------------------------------------------viii
一、 緒論-----------------------------------------------------1
1.1 研究背景-------------------------------------------------1
1.2 研究動機-------------------------------------------------2
1.3 研究目的-------------------------------------------------2
1.4 研究結構與研究步驟----------------------------------------3
二、 文獻探討-------------------------------------------------5
2.1 行動導覽系統(Mobile guiding system, MGS)意涵---------- 5
2.2 計劃行為理論(Theory of planned behavior,TPB)的發展--- 8
2.3 創新擴散理論(Theory of diffusion of innovation, TDI)意涵 13
2.4 科技接受模型(Technology Acceptance Model, TAM)意涵-- 17
2.5 期望理論(Expectancy Theory)意涵-------------------------22
三、 研究模型與方法--------------------------------------------24
3.1 研究模型-------------------------------------------------24
3.2 研究假說-------------------------------------------------26
3.2.1 影響行為意圖之推論假說-------------------------------------26
3.2.2 影響採用態度之推論假說-------------------------------------27
3.3 研究變數定義及其操作化-------------------------------------33
3.3.1 行為意圖-------------------------------------------------33
3.3.2 態度-----------------------------------------------------33
3.3.3 主觀規範-------------------------------------------------33
3.3.4 知覺行為控制--------------------------------------------- 34
3.3.5 相對優勢-------------------------------------------------34
3.3.6 相容性---------------------------------------------------35
3.3.7 知覺易用性-----------------------------------------------35
3.3.8 娛樂性---------------------------------------------------35
3.3.9 預期的心理-----------------------------------------------36
3.4 問卷及研究過程設計----------------------------------------39
3.4.1 問卷設計-------------------------------------------------39
3.4.2 研究過程設計--------------------------------------------- 39
3.5 資料分析方法----------------------------------------------40
四、 資料分析-------------------------------------------------41
4.1 樣本基本特性描述------------------------------------------41
4.2 資料分析方法----------------------------------------------44
4.2.1 問卷內容效度與表面效度分析----------------------------------44
4.2.2 問卷構念效度分析-------------------------------------------44
4.2.3 問卷構念信度分析-------------------------------------------46
4.3 假說驗證--------------------------------------------------48
4.3.1 影響行為意圖假說驗證--------------------------------------- 48
4.3.2 影響採用態度假說驗證----------------------------------------49
五、 結論------------------------------------------------------53
5.1 研究結論與說明---------------------------------------------53
5.2 研究綜合討論-----------------------------------------------55
5.3 研究實務建議-----------------------------------------------57
5.4 研究限制--------------------------------------------------59
5.5 未來研究建議-----------------------------------------------60
參考文獻 ---------------------------------------------------------61
附錄一 研究計劃問卷調查(前測問卷)--------------------------------68
附錄二 研究計劃問卷調查(正式問卷)--------------------------------71

表 目 錄
表 2-1 計畫行為理論之相關實證研究整理------------------------------11
表 2-2 解釋行為意圖之行為理論整理---------------------------------12
表 2-3 創新擴散理論之相關實證研究整理------------------------------15
表 2-4 科技接受模型之相關實證研究整理------------------------------20
表 3-1 研究假說彙整表------------------------------------------- 31
表 3-2 變數操作化彙整表------------------------------------------37
表 4-1 樣本資料來源---------------------------------------------42
表 4-2 影響行為意圖的構念因素分析---------------------------------45
表 4-3 影響態度的構念因素分析------------------------------------46
表 4-4 本研究各構念信度值----------------------------------------47
表 4-5 響行為意圖因素的複迴歸分析---------------------------------49
表 4-6 影響態度因素的複迴歸分析-----------------------------------50
表 4-7 研究假說驗證結果彙整表-------------------------------------52

圖 目 錄
圖 1-1 研究步驟圖------------------------------------------------4
圖 2-1 行動導覽系統基礎架構圖-------------------------------------7
圖 2-2 計劃行為理論路徑架構圖-------------------------------------9
圖 2-3 創新擴散理論圖--------------------------------------------13
圖 2-4 創新擴散理論特徵圖----------------------------------------14
圖 2-5 科技接受模型圖--------------------------------------------18
圖 2-6 期望理論架構圖--------------------------------------------22
圖 3-1 研究模型圖------------------------------------------------25
圖 3-2 構念因素關係圖--------------------------------------------32
圖 4-1 資料分析流程圖--------------------------------------------41
一、中文部分
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吳盛、林東清(2007):以計劃行為理論探討資訊人員的知識分享行為,資訊管理學報,(14:2),頁75-110。
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江志卿、黃興進、嚴紀中(2005):中小企業採用網路科技之比較:創新擴散通用模式的整合觀點,資訊管理學報,12卷,2期,頁103-139。
余泰魁、吳桂森、李能慧(2005):我國技職體系學生MP3使用行為模式之研究,資訊管理學報,12卷,3期,頁189-222。
余少卿、梁朝雲、莊育振(2003):行動數位導覽之博物館應用探討 ,圖書資訊學刊1卷2期p1-24。
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林益民、余泰魁(2003):線上學習行為傾向模式建構與實證,資訊管理學報,10卷,1期,頁205-232。
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許晉龍、金業珍(2006):行動通訊服務之顧客接受度影響因素研究,電子商務研究,4卷,2期,頁235-257。
陳福基、蕭世榮、陳啟元、杜素珍(2005):影響醫院接受行動護理站因素之研究-以南部某區域教學醫院為例,資訊管理學報,12卷,專刊期,頁67-89。
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曾煜棋(2000):行動導覽學習系統,交通大學,大學學術追求卓越發展計畫分項計劃一:未來教室學習目標。
顏永森(2006):消費者對網際網路自助服務技術接受度之研究,資訊管理展望,8卷,2期,頁109-130。
蕭乃沂、盧志山、趙文彬、賴怡君(2002):民眾使用網路報稅的評估:計畫行為理論觀點的初探,公共行政學報,第6期,頁67-86。
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1. 江志卿、黃興進、嚴紀中(2005):中小企業採用網路科技之比較:創新擴散通用模式的整合觀點,資訊管理學報,12卷,2期,頁103-139。
2. 宋曜廷、張國恩、于文正(2006):行動載具在博物館學習的應用:促進「人—機—境」互動的設計,博物館學季刊20(1),頁17-18。
3. 吳盛、林東清(2007):以計劃行為理論探討資訊人員的知識分享行為,資訊管理學報,(14:2),頁75-110。
4. 余泰魁、吳桂森、李能慧(2005):我國技職體系學生MP3使用行為模式之研究,資訊管理學報,12卷,3期,頁189-222。
5. 余少卿、梁朝雲、莊育振(2003):行動數位導覽之博物館應用探討 ,圖書資訊學刊1卷2期p1-24。
6. 林益民、余泰魁(2003):線上學習行為傾向模式建構與實證,資訊管理學報,10卷,1期,頁205-232。
7. 許晉龍、金業珍(2006):行動通訊服務之顧客接受度影響因素研究,電子商務研究,4卷,2期,頁235-257。
8. 陳福基、蕭世榮、陳啟元、杜素珍(2005):影響醫院接受行動護理站因素之研究-以南部某區域教學醫院為例,資訊管理學報,12卷,專刊期,頁67-89。
9. 張紹勳(2002):兩性採用資訊科技的徑路比較,管理評論,21卷,4期,頁19-45。
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