以體驗行銷、互動性、在地化及資訊品質觀點探討旅遊App之使用意願

PangExploring Travel App Usage Intentions from Experiential Marketing, Interactivity, Localization, and Information Quality Perspectives

隨著智慧行動裝置普及化，當今旅遊活動多透過其所裝置軟體所達成，而對於使用者在心理及行為因素層面上應用於旅遊App的使用意願可受深入討論，有鑑於此，本研究將以體驗行銷為主軸，同時研究互動性、在地化、資訊品質透過沉浸及信任進而影響旅遊App之使用意願。本研究透過網路問卷的方式進行樣本蒐集，共蒐集450份有效問卷進行結構方程模型分析。結果發現，體驗行銷、互動性、在地化、資訊品質正向影響沉浸及信任，而沉浸及信任也正向影響使用意願，建議業者未來在開發App時，以使用者角度進行設計並創造令人難以忘懷的使用體驗，讓使用者藉由體驗相關過程沉浸在其中，此外研究結果亦可提供作為旅遊App經營者之參考依據。

With the popularization of smart mobile devices, traveling activities are mostly accomplished through the software installed on these devices. Therefore, users’intention to operate travel apps can be discussed in depth from the aspect of psychological and behavioral factors. Based on this requirement, this research will focus on experiential marketing through flow and trust. Specifically, interactivity, localization, and information quality would affect the intention of using travel apps through flow and trust. In this study, samples were collected by means of online questionnaires, with a total of 450 samples for structural equation model analysis. The results found that experiential marketing, interactivity, localization, and information quality positively affected flow and trust, which also positively influenced usage intention. It is recommended that travel merchant designs apps from the users’perspectives in the future and create unforgettable mobile experiences, allowing users to immerse themselves in the experience process. In addition, the research results can be used as a reference for travel apps operators.