以ISM和MICMAC為基礎探討整合物流和行動商務於提升觀光產值之研究

A study on integrating logistics and mobile commerce to enhance tourism revenue based on ISM and MICMAC

近幾年來，政府積極對外推廣觀光旅遊，使得國外旅客來台人數有顯著增加的趨勢。由交通部觀光局的資料可以發現，東南亞、日本及韓國的遊客來台的人數增加的幅度最大。根據交通部的統計，來台的遊客所從事的活動中，購物和逛夜市是遊客們最常從事的前二名的活動，且遊客們經常購物的品項為台灣名產。由於遊客購買名產的比例逐年攀升，因此本研究發展一個整合第三方物流、金流、實體商店的行動商務架構，以便能給予遊客們更方便的購物方式，也更能有機會探究更多台灣的風土文化。本研究透過德菲法找出影響行動商務架構相關的因子，並以解釋結構模型方法分析並找出影響架構的關鍵因子。結果顯示，專業的銷售人員於商務平台上提供的資訊，完整的商務平台計畫，參與平台的旅店和實體店面的投入以及第三方物流的配合，是平台成功的關鍵因素。

In recent years, the government has actively promoted tourism, resulting in a significant increase in the number of international tourists visiting Taiwan. According to data from the Tourism Bureau of the Ministry of Transportation and Communications, the number of tourists from Southeast Asia, Japan, and South Korea has shown the largest growth. Based on statistics from the Ministry of Transportation and Communications, shopping and visiting night markets are the top two activities most frequently undertaken by tourists. Among all the items purchased, Taiwanese specialty products are always tourists' favorite and has been increasing annually since 2012. Therefore, this study develops a mobile commerce framework that integrates third-party logistics, payment systems, and physical stores. The aim is to provide tourists with a more convenient shopping experience while offering greater opportunities to explore Taiwan’s local culture. Using the Delphi method, the study identifies factors influencing the mobile commerce framework and analyzes them using the Interpretive Structural Modeling (ISM) approach to determine the key factors affecting the framework. The results indicate that the critical success factors for the platform include: Professional sales personnel providing information on the platform, A comprehensive business platform plan, Active participation from hotels and physical stores in the platform, and Collaboration with third-party logistics providers.