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研究生:劉瑞興
研究生(外文):Juei-Hsing Liu
論文名稱:以計畫行為理論探討人工智慧助理對自助旅遊行為的影響因素
論文名稱(外文):The Impacts of Artificial Intelligence Assistant on Independent Travel: An Application on TPB
指導教授:曾盛恕曾盛恕引用關係林孟彥林孟彥引用關係
指導教授(外文):Sheng-Shu TsangMeng-Yen Lin
口試委員:陳家祥
口試委員(外文):Chia-Hsiang Chen
口試日期:2019-05-30
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:48
中文關鍵詞:人工智慧助理自助旅遊計畫行為理論
外文關鍵詞:Artificial Intelligence AssistantIndependent travelTPB
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人工智慧助理在旅遊業的應用,包括提供即時、快速、便利、精準的旅遊資訊服務,不論是行前旅程的規畫安排,或是旅途中的諮詢服務,甚至是緊急協助,對自助旅遊的遊客而言,都是重要的服務,對旅遊業者而言,更是充滿商機的數據資料庫。本研究以計畫行為理論為架構,加入目的地意象、知覺確定性及體驗價值的前因變數,探討導入人工智慧助理對自助旅遊之態度及行為的影響因素。
研究結果顯示,目的地意象對於主觀規範有顯著正向影響;知覺確定性顯著正向影響主觀規範及行為知覺控制;體驗價值會顯著正向影響態度及行為知覺控制;同時,計畫行為理論中的態度、主觀規範及行為知覺控制皆顯著正向影響行為意圖。總結來說,在人工智慧助理的協助下,自助旅遊的遊客對於目的地意象、知覺確定性及體驗價值的認知會影響遊客對自助旅遊的態度、主觀規範及行為知覺控制,進而影響遊客對自助旅遊的行為意圖。
The applications of artificial intelligence assistants in the tourism industry are providing instant, fast, convenient and accurate travel information services, whether it is planning arrangements for pre-departure journeys, or consulting services on the road, or even emergency assistance. For tourists, it is an important service. For the tourism industry, it is a database of business opportunities. Based on the theory of planning behavior (TPB), this study adds the antecedent variables of destination image, perceptual certainty and experience value, and discusses the factors to influence the attitude and behavior of artificial intelligence assistants to independent travel.
The results show that the destination image has a significant positive impact on subjective norms. Perceptual certainty significantly positively affects subjective norms and perceptual behavioral control. Experience value significantly positively affects attitude and perceptual behavioral control. Further, in the theory of planning behavior, Attitude, subjective norms and perceptual behavioral control significantly positively influence behavioral intentions. In summary, with the help of the artificial intelligence assistant, the self-tourism tourists' perception of the destination image, perception certainty and experience value will affect the tourists' attitude towards independent travel, subjective norms and perceptual behavior control, thus affect the tourists’ behavioral intention to independent travel.
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
1. 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 3
2. 文獻回顧 5
2.1人工智慧助理 5
2.2計畫行為理論 7
2.3前因變數 9
2.3.1.目的地意象 9
2.3.2.知覺確定性 10
2.3.3體驗價值 11
3. 研究設計與方法 12
3.1研究架構與假設 12
3.2. 問卷內容設計 15
3.3. 抽樣設計方式 17
3.3.1. 研究對象 17
3.3.2. 施測期間 17
3.3.3. 抽樣方法 17
3.4. 統計分析方法 18
3.4.1. 敘述性統計分析 18
3.4.2. 信度分析 18
3.4.3. 效度分析 19
3.4.4. 結構模型分析 19
4. 研究分析與結果 20
4.1樣本特性分析 20
4.2信度分析及相關分析 22
4.3效度分析 24
4.3.1 收斂效度 24
4.3.2區辨效度 26
4.4 結構模型分析 27
5. 結論 30
5.1結論 30
5.2管理意涵與學術貢獻 32
5.3未來研究建議及限制 33
參考文獻 34
附錄 37
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