Are You Ready？連鎖旅館行動應用軟體（APP）使用意圖分析──從顧客觀點探討

Are You Ready? Chain Hotels Mobile Apps Use Intention Analysis - The Perceptive of Custome

本研究建構連鎖旅館在行動應用軟體（APP）上的便利性服務因素，再以科技準備度為分類變項，作為顧客市場區隔（異質性）特性，希望能夠了解連鎖旅館發展行動應用軟體（APP）過程中，顧客之服務便利性與企業信譽的知覺對行動應用軟體（APP）使用意圖之影響。本研究以焦點群體法找出顧客服務便利性因素，蒐集885份有效問卷以項目分析與探索性因素分析建構出5個服務便利性因素。再者，透過第二次問卷調查共蒐集730份有效問卷探討異質性顧客之企業信譽認知與服務便利性認知對行動應用軟體（APP）使用意圖的影響及差異。最後，提出管理意涵作為業者發展行動應用軟體（APP）服務的參考。

This research is to construct the service convenience factors of mobile hotel APPs in chain hotels, then let technology readiness being a classification variable, as a feature of customer market segmentation (heterogeneity). The research hopes to understand the effect of customer service convenience and perception of corporate reputation to APP use intentions in the developing process of chain hotels. In this study, the focus group method was used to find out the factors of customer service convenience. Then 885 valid questionnaires were collected to construct 5 service convenience factors based on item analysis and exploratory factor analysis. Furthermore, through the second questionnaire survey, a total of 730 effective questionnaires were collected to explore the influence and differences of perceptions of corporate reputation and service convenience of heterogeneous customers on APPs use intentions. Finally, management implications are proposed as a reference for hotel operators to develop APPs services.