線上打卡之使用者接受：搜尋、經驗與保證服務間的比較

User Acceptance of Online Check-in: A Comparison among Search, Experience or Credit Services?

行動地標服務的崛起，致使企業紛紛於自身的服務中納入Facebook打卡，也帶動相關消費者研究之迫切需求。本研究以科技接受模式為基礎，納入「自我呈現」、「同儕影響」和「自利」等認知心理屬性，探討Facebook打卡服務使用者之行為模式。同時，針對服務的無形性將樣本切割為接受搜尋、經驗與保證三類型服務的消費者，分別發放問卷。在透過實體及網路問卷回收750份有效問卷後，針對三類型的樣本，進行模型的比較。本研究據此發展管理意涵，提出研究限制與進一步研究的建議。

Mobile landmark services rising, the firms strive to integrate Facebook check-in service in their services, which stresses the urgency of the relative consumer research. Based on the Technology Acceptance Model (TAM), this study further initiates self-presence, peer-influence, and self-interest on users’ acceptance model. Data through online and offline survey is used to statistical analysis, model comparison among three samples from subjects receiving search, experience or credit services. Furthermore, the study addresses limitation, management implication, and future researches.