隨著行動裝置普及，功能也越來越多樣化，由於不受時間及地點的限制，致使行動商務因而興起，創造更多的商機，然而也突顯出一些議題，行動商務衍生出的虛擬商品及服務之服務品質，是否符合消費者需要與需求，因此本研究針對導航系統結合行動商務之虛擬商品，即「導航APP」作為線上服務品質，並以使用行動通訊裝置之使用者為研究對象，參考E-S-QUAL建構本研究之構面及問卷題項，並應用IRPA與IAA分析法於實際調查資料，分析使用者在使用導航APP時，對於服務品質之觀點，本研究回收之有效問卷共398份，分析結果發現，IRPA分析顯示使用者對於導航APP服務品質之「履行」、「行程規劃」構面，具有較高的影響力，而「系統有效性」構面，建議列為優先改善之項目，針對研究結果之解析，希望能提供給導航系統公司作為改善服務品質的參考，期許導航系統未來產業能夠發展出更符合使用者需求的導航系統。 In recent years, labors have increasingly paid more attention to leisure travel at their spare times. Although the Government has already promoted many emerging measures and plans for labor leave issues, but disputes between labors, employees and the Government often can be seen in the media, this shows that many obstacles still exist in domestic labor tourism. Labor friends yearn for tourism activities, but also feel helpless for tourism obstacles. The purpose of this study is to explore the relationships among motivation, tourism obstacles and their tourism types of Hualien County's labors participation in tourism activities. The results shows that: (1) Hualian labors'experience motivation and recreation motivation of participating in tourism activities respectively has a significant positive effect on tourism type, recreation type and healthy type, and experience motivation has a significant positive effect on religion type; and (2) the structural obstacles of Hualian labors'participation in tourism activities respectively has a significant positive effect on tourism type, recreation type, healthy type and religion type. This study recommends that local leisure or short-term travel itineraries should be arranged during labor leave periods, and Hualien County's labors should be encouraged to participate in tourism activities. All of these can be combined with new resident friendship activities organized by local authorities in order to increase the fusion with local culture, integrated with resources of various tourist attractions and led by tourism experts to explain the history and culture of various attractions in Taiwan, and strengthened by tourism information services in order to enhance the tourism willingness of new labor residents.In addition, longitudinal sectional studies can be conducted in order to further provide referential bases to tourism industry or decision-making units for more comprehensive decision-making and the use of different variables or more diversified perspectives to divide subjects into appropriate groups in order to verify the similarities and differences of behavioral patterns among different subjects in each group.
