以UTAUT模式進行Beacon微定位技術採用探討

Using UTAUT Model to Explore Beacon Micro-Positioning Technology Adoption

Beacon微定位技術是近年來受矚目的一項新興科技，本研究探討Beacon微定位技術的採用，選定大台南公車APP為例進行調查研究。本研究以整合性科技接受模式（UTAUT）為核心，探討績效期望、努力期望、社會影響、有利條件及行為意圖對使用行為的影響。本研究回收之有效問卷為396份，採用PLS和SPSS進行資料分析。在探討使用者分析時，分別針對所有樣本、及不同性別進行探討，以了解使用者行為。性別部分男性有174份，女性有222份。結果除了男性群組在H1績效期望對使用意圖有正向的直接影響的假設不成立外，所有假設皆獲成立。本研究並依研究所得進行結論與建議，做為大台南公車APP導入Beacon微定位技術之APP應用程式開發的參考。 Beacon micro-positioning technology has attracted a lot of attention. Nowadays, there are more and more software and hardware devices which can cooperate with Beacon micro-positioning technology. In this study, we surveyed the adoption of Beacon technology of users under Unified Theory of Acceptance and Use of Technology (UTAUT) model. Tainan Bus APP was chosen as example while we explored the relationships among performance expectancy, effort expectancy, social influence, facilitating conditions, behavioral intention and use behavior. Total of 396 valid questionnaires were collected and analyzed by PLS and SPSS. All hypotheses in our study are supported regarding to total sample. When conducting more analyses of different user group, sex was selected as the indicator to realize acceptance and use of new technology. The result shown that all hypotheses were supported except for H1 of the male group: the positive relationship between performance expectancy toward behavioral intention. The findings of this study are expected to contribute to the Tainan Bus APP developers to further understand their users' intention and behavior and to develop better APP.