網站品質、涉入程度對使用意圖之影響──以看見太陽原住民族產業平台為例

The Effects of Website Quality and Involvement on Usage Intention: A Case Study of the Explore the Sun Indigenous Industry Platform

本研究以原住民族委員會建置之看見太陽原住民族產業平台為研究情境，探討使用者知覺之網站品質與涉入程度對使用意圖之影響，並檢驗涉入程度之中介效果。研究採問卷調查法，透過線上問卷蒐集曾瀏覽平台之使用者共158份樣本，並以信度分析與迴歸分析進行假設檢定。
結果顯示：（一）網站品質對涉入程度具有顯著正向影響；（二）網站品質對使用意圖具有顯著正向影響；（三）涉入程度對使用意圖具有顯著正向影響；（四）涉入程度在網站品質與使用意圖之間具有部分中介效果。整體而言，提升網站品質不僅可直接強化使用意圖，亦可透過提高使用者涉入程度進一步增強其影響。本研究結果可作為平台優化與行銷策略之參考。亦即，當平台在資訊品質與系統設計方面表現良好時，能有效引發使用者對部落旅遊之關注與興趣。

This study adopted the Explore the Sun Indigenous Industry Platform, established by the Indigenous Peoples Commission, as the research context to investigate the effects of perceived website quality and involvement on users’usage intention, as well as to examine the mediating effect of involvement. A questionnaire survey method was employed, and data were collected through online questionnaires from 158 users who had previously browsed the platform. Reliability analysis and regression analysis were conducted to test the research hypotheses.
The results revealed that: (1) website quality had a significant positive effect on involvement; (2) website quality had a significant positive effect on usage intention; (3) involvement had a significant positive effect on usage intention; and (4) involvement exerted a partial mediating effect on the relationship between website quality and usage intention. Overall, enhancing website quality not only directly strengthened users’usage intention, but also indirectly increased its influence through improving users’involvement. The findings of this study may serve as a reference for platform optimization and marketing strategy development. Specifically, when the platform performs well in terms of information quality and system design, it can effectively stimulate users’interest in and attention toward indigenous tribal tourism.