臺灣博碩士論文加值系統

目的－本研究將分析影響印度個人造訪智慧酒店傾向的因素。本研究旨在探討印度個人的技術準備情況，並研究技術設施的可用性將如何影響他們在該國採用智慧飯店的傾向。

方法/途徑 - 該研究採用定量方法，利用問卷調查從印度 400 名參與者收集數據。建構的測量和縮放是基於該領域內已建立和驗證的工具，確保研究結果的可靠性和有效性。將使用 SmartPLS 進行資料分析，評估可靠性、有效性和假設檢定。

研究結果－研究結果顯示，感知易用性顯著增強了感知有用性和態度，而感知有用性顯著改善了態度。技術設施對感知有用性和行為意圖有正面影響。消費者科技準備度提升了感知易用性和行為意圖。此外，態度對行為意圖有很強的影響。中介分析顯示，感知有用性和態度在技術設施對行為意圖的影響中起中介作用，而感知易用性和態度在消費者科技準備度對行為意圖的影響中起中介作用。總體而言，感知易用性、感知有用性和態度共同在消費者科技準備度對行為意圖的正面影響中起中介作用。

限制－考慮到印度人口眾多且多樣化，研究的樣本量相對有限。此外，其主要重點是研究技術準備和便利設施如何有助於塑造消費者訪問智慧酒店的意圖，可能會忽略其他可能影響這些意圖的重要因素。

啟示－研究的結果為飯店管理者、政策制定者和行銷人員提供了寶貴的指導。酒店經理可以認識到消費者技術準備程度對於塑造參觀智慧酒店的意願的重要性，從而引導他們優先考慮增強技術設施和客戶教育，以提高酒店的吸引力。政策制定者可以利用這些見解來倡導智慧旅遊舉措，從而有可能吸引更多對酒店業技術基礎設施的投資。此外，行銷人員可以客製化行銷活動來展示先進的技術設施，有效地吸引精通技術的消費者，並增強智慧酒店的整體賓客體驗。

原創性/價值—在印度背景下明顯缺乏對該主題的研究。鑑於印度目前缺乏這些設施，這項研究將提供實踐和理論的未來視角，並展望印度酒店業的潛在轉型。

Purpose – This research will analyze the factors that will impact the inclination of individuals in India to visit smart hotels. This study aims to explore the technology readiness among individuals in India and examine how the availability of technology amenities will influence their inclination towards the potential adoption of smart hotels in the country.

Methodology/approach – The study employs a quantitative approach, utilizing questionnaires to collect data from 400 participants in India. The measurement and scaling of constructs are grounded in established and validated tools within the field, ensuring the reliability and validity of the research findings. Data analysis will be conducted using SmartPLS, assessing reliability, validity, and hypothesis testing.

Findings – The findings indicate that perceived ease of use significantly enhances perceived usefulness and attitude, while perceived usefulness significantly improves attitude. Technology amenities positively impact perceived usefulness and behavior intentions. Consumer technology readiness boosts perceived ease of use and behavior intention. Additionally, attitude strongly influences behavior intention. Mediation analysis shows that perceived usefulness and attitude mediate the effect of technology amenities on behavior intention, while perceived ease of use and attitude mediate the effects of consumer technology readiness on behavior intention. Overall, perceived ease of use, perceived usefulness, and attitude together mediate the positive impact of consumer technology readiness on behavior intention.

Limitations - The study's sample size was relatively limited when considering India's vast and diverse population. Furthermore, its primary focus was on examining how technology readiness and amenities contribute to shaping consumers' intentions to visit smart hotels, possibly sidelining other essential factors that could also influence these intentions.

Implication - The study's findings provide valuable guidance for hotel managers, policymakers, and marketers. Hotel managers can recognize the significance of consumer technology readiness in shaping intentions to visit smart hotels, leading them to prioritize the enhancement of technological amenities and customer education to boost hotel appeal. Policymakers can utilize these insights to advocate for smart tourism initiatives, potentially attracting greater investment in technological infrastructure within the hospitality sector. Additionally, marketers can tailor campaigns to showcase advanced technological amenities, effectively appealing to tech-savvy consumers and enhancing the overall guest experience in smart hotels.

Originality/Value – There is a noticeable absence of research on the topic within the Indian context. Given the current absence of these facilities in India, this study will provide a practical and theoretical futuristic perspective, envisioning the potential transformation of the Indian hospitality industry.

TABLE OF CONTENTS
ACKNOWLEDGEMENT i
ABSTRACT ii
摘要 iv
TABLE OF CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES ix
Chapter 1: Introduction 1
Research Background 1
Statement of the Problem 4
Research Objective 5
Research Questions 5
Definition of Terms and Abbreviation 5
Chapter 2: Literature Review 7
Technology acceptance model 7
Technology Amenities (TA) and Consumer Technology Readiness (CTR) 8
Perceived Ease of Use (PEOU), Perceived usefulness (PU) and Attitude (ATT) 9
Behavior Intention (BI) 10
Hypotheses Development 11
Chapter 3: Methodology 14
Research Methodology 14
Research Framework 14
Dependent Variable 15
Independent Variable 15
Mediating Variable 15
Research Hypotheses 15
Measurement and Scaling 16
Sampling and Data collection 17
Data Analysis Procedure 18
Chapter 4: Result and Findings 19
Descriptive statistics 19
Control Variable Analysis 20
Measurement Model Analysis 21
Outer Model Evaluation 22
Convergent Validity 22
Discriminant Validity 24
Composite Reliability 25
Validity and Reliability Summary 25
Inner Model Evaluation 26
Hypotheses Testing (Path-Coefficient) 27
Mediation Testing 29
Summary of Hypotheses Testing Result 31
Chapter 5: Discussion and Conclusion 33
Result Summary 33
H1. Technology amenities positively impact behavior intentions to a significant extent 34
H2. Technology amenities positively impact perceived usefulness to a significant extent 34
H3. Consumer technology readiness positively impacts perceived ease of use to a significant extent 35
H4. Consumer technology readiness positively impacts behavior intention to a significant extent 35
H5: Perceived ease of use positively impacts perceived usefulness to a significant extent 36
H6. Perceived usefulness positively impacts attitude to a significant extent 36
H7. Perceived ease of use positively impacts attitude to a significant extent 36
H8. Attitude positively impacts Behavior intention to a significant extent 37
H9. Perceived usefulness and attitude mediate the positive impact of technology amenities on behavior intention 38
H10. Perceived ease of use, perceived usefulness, and attitude mediate the positive impacts of consumer technology readiness on behavior intention 38
H11. Perceived ease of use and attitude mediate the positive impacts of consumer technology readiness on behavior intention 38
Research Implications 40
Limitations and Future Research Suggestions 41
References 42
APPENDIX 47



LIST OF TABLES
Table 1. Summary Table of the Questionnaire 16
Table 2. Descriptive Statistics 20
Table 3. Control Variables Result 21
Table 4. Validity Result 23
Table 5. Discriminant Validity through Fornell-Larcker (F-L) Criterion 24
Table 6. Discriminant Validity through HTMT Result 24
Table 7. Composite Reliability 25
Table 8. Validity and Reliability Summary 26
Table 9. Path Coefficient 28
Table 10. Mediation Testing Summary 30
Table 11. Summary of Hypotheses Testing Result 32



LIST OF FIGURES
Figure 1. Research Framework 14
Figure 2. Control Variable Path Analysis 21
Figure 3. Convergent Validity 22
Figure 4. Bootstrapping Result 27

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