臺灣博碩士論文加值系統

觀光產業蓬勃發展，智慧旅遊已是時代趨勢，特別是QR Code的廣泛應用。智慧型手機的普及化搭配電子商務平台、手機APP及虛擬票證整合後提供遊客下載電子票卷，已是目前智慧旅遊的亮點。由於近年來高雄地區觀光旅遊發展迅速及政府大力推動綠能環保政策，使得民眾搭乘大眾運輸工具之意願提高，加以智慧型手機與行動支付應用越來越便利，因此高雄捷運公司推出QR Code版的交通旅遊卡，讓遊客可以直接上網購買電子票券。本研究以高雄捷運輕軌周遊二日卡使用之QR Code版虛擬票證，探討高雄地區觀光遊客購買及使用QR Code模式的行為意圖，是否會因知覺品質、知覺風險、知覺價值與價格敏感度而影響。
本研究採用立意抽樣調查法，研究對象以問卷調查高雄地區旅遊的本國與外國遊客，共收回523份，其中有效問卷為490份。採用描述性統計分析、探索性因素分析、信效度分析、獨立樣本t檢定、單因子變異數分析與迴歸分析等資料分析方法。研究結果為：（1）知覺品質會負向影響知覺風險；（2）知覺品質會正向影響知覺價值；（3）知覺品質會正向影響行為意圖；（4）知覺風險會負向影響知覺價值；（5）知覺風險會負向影響行為意圖；（6）知覺價值會正向影響行為意圖；（7）價格敏感度在知覺價值正向影響行為意圖間，具干擾效果。本研究提供結論與建議給予政府與相關業者，作為推展智慧與觀光旅遊的參考與規劃憑介。

Smart tourism is the current trend of the tourism industry, especially the widespread application of QR Code. Smart Tourism combines the popularization of smart phones, the integration of Electronic Commerce platforms, mobile apps and E-ticket. It is becoming a trend recently. This study uses the QR Code as E-ticket which is used by Kaohsiung MRT " Kaohsiung LRT 2-Day Pass " in order to understand the tourists would purchase the pass with QR Code Behavioral Intention in Kaohsiung area. In addition, this study would discuss that when the tourist buying the pass, would they be affected by Perceived Risk, Perceived Quality, Perceived Value, and Price Sensitive.
This research applies purposive sampling survey, the objects of this study are local and foreign tourists in Kaohsiung area. There are 523 copies for the survey; the valid questionnaire is 490 copies. The results have been used Descriptive Statistics Analysis, Exploratory Factor Analysis, Reliability, Validity Analysis, Independent Sample t test methods, One-way ANOVA and Regression Analysis methods. The result of this research are as follows: 1. Perceived Quality can negatively affect the Perceived Risk; 2. Perceived Quality can positively affect the Perceived Value; 3. Perceived Quality can positively affect the Behavioral Intention; 4. Perceived Risk can negatively affect the Perceived Value; 5. Perceived Risk can negatively affect the Behavioral Intention; 6. Perceived Value can positively affect the Behavioral Intention; 7. Price Sensitive has an interference effect between Perceived Value and Behavioral Intention. This study provides conclusions and recommendations to the governments and relevant industries as a reference and help planning extensions of Smart Tourism in Tourism industry.

書名頁 i
論文口試委員審定書 ii
摘要 iii
ABSTRACT iv
致謝 v
目錄 vi
表目錄 viii
圖目錄 xi
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第貳章 文獻探討 8
第一節 智慧旅遊的現況 8
第二節 國內外套票旅遊券與搭乘模式 11
第三節 知覺品質 19
第四節 知覺風險 24
第五節 知覺價值 29
第六節 價格敏感度 33
第七節 行為意圖 37
第八節 小結 40
第參章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 問卷設計 46
第四節 抽樣設計 52
第五節 資料分析法 53
第肆章 實證分析 55
第一節 描述性統計分析 55
第二節 探索性因素分析 69
第三節 信效度分析 77
第四節 獨立樣本t檢定分析 83
第五節 單因子變異數分析 88
第六節 迴歸分析 147
第伍章 結論與建議 154
第一節 研究結論 154
第二節 管理意涵 158
第三節 研究建議 162
第四節 研究限制與未來研究建議 164
參考文獻 165
附錄問卷 186

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