以科技接受模型探討透過電商平台線上訂購農村旅遊體驗之研究：以LOCOGO為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/29147

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Title:	以科技接受模型探討透過電商平台線上訂購農村旅遊體驗之研究：以LOCOGO為例
Other Titles:	A Study on Tourists' Online Ordering Through E-Commerce Platform of Rural Tour Based on Technology Acceptance Model: A Case Study of LOCOGO
Authors:	林婧瑀 LIN, CHING-YU
Contributors:	旅遊管理學系旅遊管理碩士班許澤宇 HSUI, CHE-YU
Keywords:	科技接受模型;農村旅遊;LOCOGO電商平台;地方創生 technology acceptance model;rural tour;LOCOGO electronic business platform;place creation
Date:	2022
Issue Date:	2022-09-05 09:55:22 (UTC+8)
Abstract:	109年交通部觀光局調查結果指出，國人國內旅遊比例達88.4%，可見旅遊已是生活中不可或缺的休閒活動，隨著網路普及化，已間接改變消費者購買旅遊行程的模式。結合旅遊、農漁村體驗及網路購買旅遊行程等元素，農村小旅行缺乏電商平台推廣，故想探討消費者對科技的接受程度，應用於訂購農漁村旅遊體驗活動作為研究議題。故本研究以科技接受模型TAM (Technology Acceptance Model,TAM)作為探討消費者使用意圖的模式架構，進而了解其相關影響因子。　　研究以量化方式進行，以李克特氏五點量表作問卷設計，在科技接受模型中探討該電商平台的知覺有用性、知覺易用性及使用意圖三者間的關係，研究結果顯示：知覺易用性會影響知覺有用性，而兩者同時對於使用意圖也有顯著影響。平台訂購旅遊產品的使用意圖年齡層以41-60歲為主，且顯著高於其他年齡層，其原因可能為系統介面較簡易清楚，利於該年齡層選購；而在其他人口統計變項如性別、婚姻、學歷、居住地、月收入所得等，在使用意圖上則無明顯差異。在體驗活動類型中，以體驗在地風味餐最受遊客青睞。而在付款方式，遊客偏好透過信用卡支付；此外，消費者最喜歡以google帳號快速登入平台。期望研究結果及相關建議可以做為平台業者改善及強化平台功能之參考方向。　　The widespread acceptance of the Internet has altered the way consumers schedule and prepare for their trips, but certain parts of the tourism trade lack exposure on electronic platforms. Tourism, as demonstrated by a 2010 report by the Ministry of Transportation and Communications (MOTC) stating that over 88.4 percent of Taiwanese citizens choose to travel and tour domestic sites, is a necessary form of leisure activity for Taiwanese. This paper ex-plores the Technology Acceptance Model (TAM) using the example of pur-chasing experience tours for farming or fishing villages online and seeks to understand what factors are in play that affect the consumer’s decision.　　The study is based on quantitative data which uses the Likert Scale to prepare questionnaires. 　　The study finds that the consumers’ perceived ease of use of a given platform affects their perceived usefulness of the platform, while both as-pects affect the consumer’s intent to use the platform. The age group who intends to use the platform to order travel products is mainly 41-60 years old, and is significantly higher than other age groups. The reason may be that the system interface is simpler and clearer to the purchase of this age group.　　Other variables, such as gender, marriage, level of education, place of residence, and monthly income, have not demonstrated noticeable differ-ences in influencing users’ intent to order tour packages online.　　In terms of experience tours, users purchasing the tour package online are more inclined to purchase programs allowing them to experience cuisine made in the local style. Users are also more inclined to pay by credit cards and favor logging into such platforms using Google accounts.　　This paper and the results it arrives at hope to offer electronic platform owners suggestions and possible directions to enhance the platform's func-tions.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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