探討科技準備度對使用智慧旅館意圖的影響：使用潛在剖面分析（LPA）與PLS-MGA

Exploring the Impact of Technology Readiness on Intent to Use Smart Hotels: A Comparative Study Using LPA and PLS-MGA

10.6267/JTLS.202408_30(2).0004

申元洪(Yuan-Hong Shen)

智慧旅館 ； 科技準備度 ； 知覺價值 ； 兼容性 ； 使用意圖 ； smart hotel ； technology readiness ； perceived value ； compatibility ； intention to use

觀光休閒學報

30卷2期（2024 / 08 / 01）

201 - 245

繁體中文;英文

本研究探討個人科技準備、自我效能、知覺價值、生活和旅行模式兼容性，以及關鍵多數對於智慧旅館使用意圖的影響。研究回收469份有效問卷，採用PLS-SEM驗證模型信效度與估計路徑係數，後續使用潛在剖面分析（LPA）將受訪者分為科技探索者和科技先驅者，經由PLS-MGA比較兩群組路徑係數差異。研究結果顯示：（1）受訪者智慧旅館實用／享樂價值、知覺有用性和兼容性對於智慧旅館使用意圖有顯著正向影響；（2）科技探索者和科技先驅者各自模型的假設顯著狀況不同；（3）兩群組兼容性和關鍵多數對於使用意圖的路徑係數呈現顯著差異。本研究進行智慧旅館使用意圖實證研究，而兩群體之比較則提供不同科技準備消費者行為動機說明，強化學術界對於科技準備的理解。

This study investigates the influence of individual technology readiness, self-efficacy, perceived value, compatibility, and critical mass on the intention to use smart hotels. A total of 469 valid questionnaires were collected, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to assess the reliability and validity of the model, as well as estimate path coefficients. Subsequently, Latent Profile Analysis (LPA) was employed to categorize respondents into technology explorers and technology pioneers, and the path coefficients of the two groups were compared by Partial Least Squares-Multi Group Analysis (PLS-MGA). The results reveal the following: (1) respondents' perceived utilitarian value, perceived hedonic value, perceived usefulness, and compatibility significantly and positively influence their intention to use smart hotels; (2) the significance of assumptions in the models of technology explorers and technology pioneers varies; and (3) there are significant differences in path coefficients for compatibility and critical mass regarding usage intention between the two groups. This study contributes to the empirical research on the intention to use smart hotels, and the comparison between technology explorers and technology pioneers provides insights into different technology readiness consumer behavior motivations, enhancing the understanding of technology readiness.