為了釐清科技工具應用於線上虛擬旅遊情境是否適切，本研究運用任務科技配適模型(Task-Technology fit model; TTF)，探討旅遊業者推廣線上虛擬旅遊後，使用者所認知「任務多媒體科技配適度」、「任務沉浸科技配適度」與其「使用意願」之關聯性。本研究以有參加過日語線上虛擬旅遊的日本人與台灣人使用者做為問卷調查之對象，採用 Google 表單線上問卷的方式，調查期間從 2022 年 11 月 9 日至 2022 年 12 月 15 日止。總計回收問卷187 份。扣除沒有參加過線上虛擬旅遊者 28 份，有效問卷總計為159 份，有效樣本比率約為 85.0%。結果本研究發現，使用者所認知之線上虛擬旅遊對於預期多媒體科技配適度有顯著正相關；資訊科技與科技配適度之兩個構面，科技配適度與使用者意願之兩個構面分別呈現正相關。使用者所認知之線上虛擬旅遊對於預期沉浸科技配適度不顯著。根據研究分析結果，提出旅遊業者對於數位轉型策略擬訂之建議。
With the impact of the COVID-19 pandemic, travel agents have started promoting
online virtual tours. Since there is no dedicated virtual tour application available, video
conferencing software is being used for online virtual tours. To clarify the
appropriateness of applying technology tools in the context of online virtual tours, this
study utilizes the Task-Technology Fit model (TTF) to investigate the relationship
between users' perceived "task-multimedia technology fit," "task-immersive technology
fit," and their "intention to use" after travel operators promote online virtual tours.
This study surveyed Japanese and Taiwanese users who have participated in
Japanese online virtual tours. The survey was conducted using Google Forms from
November 9, 2022, to December 15, 2022. A total of 187 questionnaires were collected.
After excluding 28 questionnaires from participants who have not attended online
virtual tours, a total of 159 valid responses were obtained, resulting in an effective
response rate of approximately 85.0%. The results of this study revealed a significant
positive correlation between users' perceived online virtual tours and their expected
task-multimedia technology fit. The two dimensions of information technology and
technology fit showed positive correlations with users' intentions. However, users'
perceived online virtual tours did not show a significant impact on their expected
task-immersive technology fit. Based on the research analysis, recommendations are
provided for travel agnets in formulating their digital transformation strategies.
