臺灣大學生使用行動科技之觀光意圖模式

A Model of Taiwanese College Student Tourists’ Intention to Use Mobile Technology

行動商務在未來將如同電子商務引人矚目。行動科技提供快速、便利、可攜式及豐富資訊給旅遊者。然而，以往有關於行動使用者滿意度及使用行動科技之觀光意圖觀點的研究較闕如。本研究藉由問卷調查，成功地建構出臺灣大學生使用行動科技之觀光意圖模式。本研究確認出較多的行動經驗影響行動科技的知覺及知覺價值，以及較多正面知覺會引導出高知覺價值，另一項發現指出發展旅遊者一個正向知覺價值對於他們使用行動科技的滿意度及意圖是緊要的，此臺灣模式可以作為未來研究引導之參考。

Mobile commerce will assume prominence in the future similar to that of electronic commerce. Mobile technology provides quick, convenient, and portable access as well as abundant information to travelers. However, research on the perspectives of mobile users regarding satisfaction, and on tourists’ intentions to use mobile technology, is scant. This study successfully constructed a model of tourists’ intention to use mobile technology by surveying college students in Taiwan. It was determined that a greater amount of mobile experience influences perceptions and the perceived value of mobile technology, and more positive perceptions induce a high perceived value. The findings of this study also indicate that developing travelers’ positive perceived value is crucial to their satisfaction and intention to use mobile technology. This Taiwanese model can serve as a reference and can guide future research.