以延伸整合科技接受模式探討兩岸消費者使用旅遊APP行為意圖之影響因素

Abstract

COVID-19打擊旅遊產業，網際網路盛行及相關防疫策略實施之下，始發揚智慧線上消費。過去針對科技的接受程度的相關研究中指出延伸整合科技接受模式 (Unified Theory of Acceptance and Use of Technology, UATUT2) 理論被證實能有效分析消費者行為。故本研究在UTAUT2理論模型基礎上，加上知覺風險、知覺價值，並以中介變量為智慧型手機行為意圖，依變量為智慧型手機使用行為，調節變量為兩岸消費者。以統計應用程式作為主要分析工具。不同樣本背景下可能展現其異同的行為傾向，因此本研究以臺灣與中國大陸，做兩岸比較分析。本研究資料透過問卷調查，經由8位異質專家修訂後，發放臺灣255份，中國大陸269份，回收524份問卷，使用線上問卷以便利抽樣法收集智慧型手機旅遊APP的兩岸用戶進行信效度分析、敘述性統計、驗證性因素、結構方程模型、中介與調節效果等檢驗。研究證實影響智慧型手機APP行為意圖的變量包含社會影響、享樂動機、習慣、知覺風險、知覺價值，其中以行為意圖作中介因子對使用行為的結果亦相同；使用行為則包含促成條件、知覺風險、知覺價值。研究建議UTAUT2模型基礎上延伸其他構面並增加行為意圖對使用行為的中介影響。透過多群組文獻分析建議業者端研發行動設備上的各項功能提升預期成果並盡可能開發低成本的操作模式及完善針對個資保護的措施與申明條款。研究結果期望能建立未來智慧型手機旅遊APP業者推廣方針之參考，制定更有效的實行策略。

Since the outbreak of COVID-19 from 2019 has damaged tourism industry, travelers behavior of information search and purchase on smart-phones have become more and more popular cause the convenience of internet and related anti-epidemic measures. Previous studies on the use of smart-phones by consumers have shown that UTAUT2 theory is effective in analyzing consumer behavior. Therefore, in this study, the independent variables include UTAUT2 plus perceived risk and perceived value, while the mediating variable is the intention to use smart-phone, the dependent variable is the behavior to use smart-phone, and the moderating variable is the consumers on both sides of the Taiwan Strait. SPSS 23.0 and AMOS 24.0 were used as the main tools to analyze the factors influencing consumers' behavioral intention to use smart-phone apps during travel. Different cultural contexts reveal various types of behaviors. For this reason, this study was conducted to compare and analyze consumers in Mainland China and Taiwan. This study was conducted via a questionnaire survey after eight heterogeneous experts finished checking the validity. A total of 524 questionnaires collected using a convenience sampling method. Descriptive statistical analysis, Reliability and validity analysis, Confirmatory Factor Analysis (CFA), Structural Equation Model (SEM), mediation analysis with bootstrapping and moderation analysis. In Taiwan and Mainland China. This study confirmed that the intermediary factors of smart-phone APP behavioral intentions (social influence, hedonic motivation, habit, perceived risk, and perceived value) positively affect behavior to use smart-phone. This study suggests that perception can be extended on the basis of the UTAUT2 model in the future risk and perceived value dimension and increase the mediating effect of behavioral intention on behavior to use smart-phone APP. This study suggests developing travel apps on smart-phone to fulfill the expectation from consumers and saving operating cost on both consumer and service provider sides, also on personal data protection and statements of terms.According to study result are consider to be the reference for travel apps providers to set up more efficiency promotion policy and implement strategy.