以延伸整合科技接受模式探討臺灣共享機車之使用意圖及旅遊目的地之再訪意願

Abstract

臺灣近期不斷推動共享運輸之政策，而電動共享機車系統服務地普遍化可以為生活中的通勤及旅遊中的機動帶來更多的利益，這將對改善城市的旅遊品質具有重要意義。本次採用延伸整合科技接受模式理論(The Extended Unified Theory of Acceptance and Use of Technology, UTAUT2)作為本研究之模型架構，而此次除透過原有之構面，預期績效、預期努力、社會影響、便利條件、享樂動機、價錢價值、習慣之外，還特別將資料保護與隱私及感知安全構面加入，加強探討消費者的使用意圖，並且本研究更延伸至旅遊層面之意義，透過以上構面探討消費者對於擁有共享機車系統之旅遊目的地之再訪意願性。本次問卷經9位異質性產官學專家進行效度檢驗並透過122份前測問卷測試後，採用立意抽樣法，發放線上正式問卷，其本研究共計發放850份問卷，其有效問卷數量為648份，本次以SPSS23.0 進行敘述性統計分析、並採用AMOS24.0 進行信效度分析及結構方程模型進行統計分析。得本次研究結果，預期績效、預期努力、享樂動機、價錢價值、習慣及資料保護與隱私對共享機車之使用意圖具有正向顯著影響，且預期績效、預期努力、享樂動機及習慣對擁有共享機車之旅遊目的地之再訪意願具有正向顯著影響，而當旅客滿意度作為中介變數時，預期績效、享樂動機、預期努力及資料保護與隱私對擁有共享機車之旅遊目的地之再訪意願具有顯著正向影響，得出以下結論，建議共享機車廠商拓展車輛數量及服務範圍並定期優化其操作系統，增加更多的長期租賃優惠活動加強消費者對於共享機車的習慣，且可搭配多樣化的娛樂活動增強消費者的使用意圖，除此之外，政府也可以延伸其永續環境政策理念，將共享機車引入市中心，提倡智慧運輸，節能減碳保護地球之效益。Recently, Taiwan has been promoting shared transport policies, such as the universal service of electric scooter sharing systems, which could benefit commuter efficiency. Aside from that, shared transportation will also be of great significance in improving the quality of tourism.This study used UTAUT2 as the architecture model, including Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Habit (HB), Hedonic Motivation (HM), and Price Value (PV). Furthermore, it takes tourism as a concern by analyzing Security and Privacy (SP), Perceived Safety (PS), Tourist Satisfaction (TS), and Revisit Intention (RI) to discuss the tourists’ willingness to revisit while using scooter sharing systems. The intentional sampling method issued the formal online questionnaire after the validity test of 9 heterogeneous obstetrics experts and 122 pretest questionnaires. A total of 850 questionnaires were applied in this study, with 648 valid questionnaires. Narrative statistical analysis was conducted with SPSS23.0, whereas the reliability analysis and structural equation model were analyzed with AMOS24.0. According to the results, PE, EE, HM, PV, HB, and SP have a positive and significant impact on the intention to use the electric scooter sharing systems; and PE, EE, HM, and HB on the willingness to revisit the travel destination with the electric scooter sharing methods. When tourist satisfaction is used as the intermediate variable, PE, EE, HM, and SP significantly positively impact the intention to revisit using scooter sharing systems. This study concludes that scooter sharing systems can increase the number of vehicles, expand service scope, and optimize the operating systems regularly. They should also include more long-term rental preferential activities to strengthen consumers' habits of scooter sharing systems, combining diverse entertainment activities to enhance consumers' intention. In addition, the government could also extend its sustainable environmental policy, introduce shared locomotives into the city, and plan promotional strategies such as smart transportation, energy-saving, and carbon reduction to protect the Earth.