運用整合科技接受與使用模式來評估民眾對健康旅遊行動導覽系統之接受度與使用意願

The Evaluation of the Acceptance and Intention of Using the Healthy Travel Mobile Guide System through the Unified Theory of Acceptance and Use of Technology (UTAUT) Model

10.6132/JCM.2013.7.2.15

黃仲霖(Chung-Lin Huang)；賴美嬌(Mei-Chiao Lai)

健康旅遊行動導覽系統 ； 整合科技接受與使用理論 ； 使用意願 ； Healthy Travel mobile guide system ； Unified Theory of Acceptance and Use of Technology(UTAUT) ； Intension to use

商業現代化學刊

7卷2期（2013 / 07 / 01）

281 - 298

繁體中文

本研究目的乃藉由整合的科技接受與使用理論（Unified Theory of Acceptance and Use of Technology，UTAUT）探討民眾對健康旅遊行動導覽系統其接受程度為何、使用行動導覽的意願、檢視使用此系統意願之影響因素及其影響程度、及實際使用情況為何。研究結果顯示績效預期之平均值為0.815（5.70／7＝0.815），表示有81.5％之民眾都同意使用行動導覽系統能讓自己更方便，更快速的了解景點資訊；民眾對使用行動導覽系統有助於自己的旅遊、提升旅遊品質也表高度同意。但是有意願要使用自動化導覽系統之民眾只有76.0％（5.32／7＝0.76），可見使用意願低於對自動化導覽系統重要性及其價值之認知。其次本研究發現影響行動導覽系統使用意圖之程度由大至小依序為:社會影響＞績效預期＞心力耗費預期。意謂著民眾的社會上重要關係人支持行動導覽系統之情況下，行動導覽系統之使用意圖也就相對地高，反之則低。其次是民眾若能清楚明瞭行動導覽系統的重要性、方便性、有利性；又在使用行動導覽系統時，介面人性化、網路速度夠快，能很愉快順暢地使用，如此則使用行動導覽系統意圖就會越高。

This paper aims to evaluate the acceptance and intention of travelers to use the mobile guide system by the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Questionnaires were administered to understand the context of use, the factors contributing to the user's willingness to use this system and the extent of the impact. It was found that the mean value of the factor of performance expectations is 0.815(5.70/7=0.815)，indicating 81.5% of the population has agreed that using the mobile guide system helps them to obtain information on the health travel sites more easily and quickly. The participants also show favorable attitude toward the use of the mobile guide system in improving the quality of tourism. However, only 76.0% of the population (5.32/7=0.76) shows the willingness to use the mobile guide system, suggesting that the willingness is lower than the awareness of its importance and value. Secondly, this study found that among the three factors contributing to the willingness of using the mobile guide system, the social impact is the most important, followed by performance expectations, while effort consuming expectations is the least. It means that if the participant's relatives or friends are supportive of using the mobile guide system, his/her intention to use will be relatively high. The participant's awareness of the importance, convenience and benefits of the mobile guide system also contributes to his/her willingness to use. Moreover, if the interface of the system is user-friendly, Internet speed is fast enough and running smoothly, the intention of using the system will also be higher.