探討線上旅遊評論遊戲化中自我決定理論對科技接受模型與持續使用意願之影響

Abstract

隨著科技的進步，更多人選擇查閱線上旅遊評論 (Online Travel Reviews, OTRs) 以取得最新的住宿體驗資訊，在旅遊領域，社群媒體更是旅行者獲取線上資訊和分享他們經驗的重要來源。為鼓勵更多人積極參與，OTRs 開始運用遊戲化技術，其中的元素包括積分、徽章、等級。本研究以探討遊戲化元素 (如積分、徽章和等級) 對自我決定理論 (Self-Determination theory, SDT) 中三個構面 (自主性、能力、相關性) 、對科技接受模型 (Technology Acceptance Model, TAM) 以及持續使用意願之間的關聯性。研究目的： (一) 了解遊戲化元素構面對自我決定理論 (自主性、相關性、能力) 之關係。(二) 探討遊戲化後評論平台透過自我決定理論 (自主性、相關性、能力) 對科技接受模型之關係。(三) 科技接受模型對持續使用意願之關係。本研究以過去文獻建構正式問卷，包含7個構面，共31題並經過8位異質性專家驗證內容效度之建議後修正5題。以立意抽樣方式，在2024年3月2日至3月14日在Facebook、Line社群、Threads、Instagram之限時功能進行發放。總回收數426份，有效問卷369份，有效回收率86.6%。本研究以先檢測構面信效度，再以AMOS 26.0檢驗結構、測量模型與中介效果，探討評論平台遊戲化元素藉由自我決定理論影響科技接受模型及持續使用意願之關係。研究發現，遊戲化元素對SDT構面、SDT構面對TAM構面以及TAM對持續使用意願皆有顯著影響。此外，結果顯示若OTR管理者在平台內提供符合消費者期待之遊戲化元素機制將會使使用者滿足個人基本心理需求，提高其對平台的有用及易用認知程度並產生在該評論平台持續使用之意願。With the advancement of technology, an increasing number of individuals are opting to consult Online Travel Reviews (OTRs) to access the latest accommodation experiences. To incentivize greater participation, OTRs have begun leveraging gamification techniques, encompassing elements such as points, badges, and levels. This study aims to explore the relationship between gamification elements and the three facets of Self-Determination Theory (SDT) in relation to the Technology Acceptance Model (TAM) and continuance intention. This study will explore the relationship between gamification elements and the facets of SDT (autonomy, relatedness, competence), the influence of gamified review platforms through SDT on the TAM, and the relationship between gamification elements and continuance intention. This study constructed a formal questionnaire based on existing literature, comprising 7 constructs with a total of 31 items. After content validity was verified by 8 heterogeneous experts, 5 items were revised. Employing purposive sampling, the questionnaire was distributed via Facebook, Line, Threads, and Instagram's stories from March 2 to March 14, 2024. A total of 426 responses were collected, with 369 deemed valid (86.6% valid sample rate). The study initially assessed the construct validity and reliability, followed by structural equation modeling using AMOS to examine the structural and measurement models as well as the mediating effects, exploring the relationship between gamification elements in review platforms, TAM and continuance intention, mediated by the SDT. The findings revealed significantimpacts of gamification elements on SDT constructs (autonomy, relatedness, competence), SDT constructs on TAM constructs, and TAM on continuance intention. Furthermore, the results indicate that if OTR managers provide gamification mechanisms on the platform that meet consumer expectations, users' basic psychological needs will be satisfied, thereby enhancing their perceived usefulness and ease of use of the platform, and subsequently increasing their continuance intention to use the review platform.