任務科技配適模式探討虛擬旅遊科技使用意願之研究

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题名:	任務科技配適模式探討虛擬旅遊科技使用意願之研究 A study of Using Task-Technology Fit Model to Explore Consumer Intentions on Online Virtual Tour
作者:	徐大爲
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	線上虛擬旅遊任務科技配適模型多媒體科技沉浸科技使用意願 Online Virtual Tour Task-Technology Fit Model Multimedia Technology Immersive Technology Intention to use
日期:	2023
上传时间:	2024-03-07 12:43:58 (UTC+8)
摘要:	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.
显示于类别:	[觀光事業學系暨研究所 ] 博碩士論文

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