探究遊客使用擴增實境的感知價值與行為意願之研究-以博物館為例

Abstract

擴增實境(AR)技術的發展對旅遊業的影響越來越大。本研究旨在探討AR是如何影響遊客在博物館參觀體驗的感知價值並且瞭解遊客在博物館體驗後的行為意願。本研究採用科技接受模式理論 (TAM)與客戶服務品質評估標準模型(RATER)，採用問卷調查法收集遊客對於在博物館使用該科技的看法。探討在AR博物館導覽環境中，服務專業度、服務有形度、服務同理度、感知有用性、感知易用性、個人參與和資訊共享，透過感知價值影響遊客體驗後行為意願之影響。本研究的研究場所是在杭州南宋官窯博物館以及臺北故宮博物院，這些博物館皆利用AR融入展覽之中。本研究將採用立意抽樣的方式在博物館現場發放問卷收集數據，透過7位專家效度、信度分析、探索性因素分析(EFA)、驗證性因素分析(CFA)與結構方程模型(SEM)等方式瞭解體驗過AR 的遊客對於博物館展覽使用高科技產品的感知價值以及體驗後行為的意願。研究結果證實AR能通過除服務專業度以外所有的自變量正向影響遊客的感知價值，感知價值也會對遊客的體驗後行為意圖產生正向影響，感知價值作為中介變量也會部分影響服務有形度、服務同理度、感知有用性、感知易用性、個人參與、資訊共享與行為意願之間的關係。Advances in Augmented reality (AR) technology exert increasingly influential impact on tourism. The research aims to discuss tourists’ perceived value and the post-experience behavioral intention after experiencing AR. The research adopts Technology Acceptance Model (TAM) and Service Quality Assessment Standard Model (RATER), and data is collected from questionnaires to explore tourists’ opinions on using high-tech in a museum. Thequestionnairewas distributed to purposive samplingvisitors who had experienced AR in Hangzhou South Song Dynasty Guan Kiln Museum and the National Palace Museum in Taipei. Through expert validation from 7 experts,reliability analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA)and structural equation modeling (SEM), the perceived value of visitors who have experienced AR, which is a new high-tech product used in museum exhibitions, and their post-experience behavior intention were understood. Research results of this study illustrate that AR can have a positive impact on tourists' perceived value and post-experience behavioral intention through service assurance, service tangibles, service empathy, perceived usefulness, perceived ease of use, personal engagement and information sharingtoconfirm the mediating effect of perceived value.