| 摘要: | 本研究的主要目的為探討旅遊過程中對行動定位服務(旅遊資訊)的需求程度與使用頻率，以及分析不同的消費者、旅遊特性及使用介面對行動定位服務需求與使用頻率之差異。
研究採問卷調查以便利抽樣方式進行，透過車友或版主傳遞網路問卷，回收之樣本結構以男性，26歲～40歲、已婚、大學學歷、固定年收入51萬~100萬之間為主，行業則以製造業為多，居住地區以北部為主。受測者半年從事國內旅遊的次數，以3-4次為多，最常旅遊天數以兩天一夜為主，行程安排則以自行規劃為主。受測者最常使用的行動定位服務的產品類型為GPS，一個月大約的使用次數主要為6次。
研究發現人口統計差異僅年齡、教育程度對需求有部分差異，其居住地區則對於使用頻率上僅有部分差異。在旅遊特性之使用車型上對需求有部分差異；而旅遊次數與旅行行程安排則對使用頻率有部分差異。介面及使用次數對需求有部分差異，對使用頻率亦有部分差異。
本研究之人口統計、旅遊特性對需求僅少部份有顯著差異，建議未來可研究消費者之生活型態及旅遊型態對行動服務需求之差異。本研究以四個象限分析需求程度與使用頻率之關係，建議業者對於需求程度及使用頻率均低之服務項目，如簡訊傳遞經緯度、生活情報、折價券、氣象…等項目進行更深入之研究，以提供符合消費者需求之旅遊資訊服務。
The main purpose of this research is to discover the needs and use frequency of Location-based Services (LBS) when people travel, and to analyze the needs and use frequency of different users, travel types and service interfaces.
This research is based on convenience sampling and questionnaires that were circulated via car drivers and board managers. The questionnaires were returned mainly by males between the ages of 26 and 40, married, college-educated, earning NT$510,000 to NT$1,000,000 per year, working in manufacturing industry, and living in northern Taiwan. Most of the interviewees enjoy taking 2-days trips, plan them by themselves, and have gone traveling 3 to 4 times in the past 6 months. GPS, the LBS product used most often by the interviewees, is used an average of 6 times a month.
In this research, the two demographic factors age and education show small differences in the needs of LBS. Living area, another demographic factor, causes small differences in use frequency. With regard to traveling habits, people who drive different types of cars have different LBS needs. People who travel frequently and plan their trips before-hand have differences in use frequency. Other factors interface and time usage, have a small impact on the needs and frequency of use of LBS.
In this research, only a few demographic factors and traveling habits make obvious differences in a person’s need of LBS. The differences of the needs of LBS in customers’ traveling and life styles would make a good topic for future studies. This research uses four quadrants to analyze the relation between the degree of need and use frequency. The result of this research offers topic suggestions such as GPS coordinate text messaging, promotion information, coupons, and weather information to LBS companies for further study. New features such as these have the potential to raise customer satisfaction, and attract new customers. |
