以顧客價值探討旅遊行動服務使用意願之研究

The Study of Customer Value Investigates Travel Mobile Services Intention to Use

10.6697/TBPJ.201606_9(2).0003

林杏虹(Xing-Hong Lin)；曾欽正(Hsin-Cheng Tsen)；黃聰輝(Tsuang-Fei Huang)

行動服務 ； 顧客價值 ； 科技接受與使用之統合理論 ； Mobile Services ； Customer Value ； Unified Theory of Acceptance and Use of Technology

臺灣企業績效學刊

9卷2期（2016 / 06 / 01）

137 - 156

繁體中文

隨著行動科技不斷的進步，竟而帶動起智慧型手機與行動網路裝置的普及，同時相關的行動式應用、服務及其商業模式也跟著熱絡起來，使得國人的生活越來越依賴。因此，本研究對台灣使用智慧型手機用戶者進行測試，以顧客價值探討旅遊行動服務的使用意願。透過文獻回顧了解行動服務與顧客價值，進一步於研究架構中，以科技接受與使用統合理論為基礎，並加入可靠性和知覺娛樂性兩項變數於架構中進行討論。研究結果顯示，行動服務系統的可靠性以及所帶來的知覺娛樂性、顧客價值(情感價值、便利價值、嘗新價值、情境價值)皆正向的影響行動服務使用之意願，而努力期望、表現期望與社會影響也對旅遊行動服務之使用意願有顯著的影響，其中又以情境價值的解釋力最高，表示使用者知覺到行動服務於某些情境構成的情況下，能提高其使用的價值，則誘發使用的意願愈強。因此，開發業者若要增加旅遊時，使用者對於行動服務的使用意願，應該致力於提升情境價值。

As mobile technology continues to progress, but actually driven from smart phones and the popularity of mobile network equipment, as well as action-type applications, services and business models related to warm up followed, making people's lives more and more dependent. Therefore, this study using smart phone users who have been tested in Taiwan to customer value investigates travel mobile services intention to use. Hope through this study know to expect for mobile services, as the tourism industry is developing mobile service reference. For this reason, this study constructs a research model, and the research analyzed by regression analysis, the data collected from 260 Smartphone users. The results in this study show: 1) Mobile services system reliability, perceived playfulness and customer value (emotional value, convenience value, epistemic value, conditional value) have the positive influence on mobile services intention to use. 2) Effort expectancy, performance expectancy and social influence have the positive influence on mobile services intention to use.

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