台北市綜合旅行業推動行動學習使用意願之研究-以智慧型行動電話為例

Abstract

本研究主要目的探討台北市綜合旅行業對於G1與其他智慧型行動電話應用在行動學習之使用意願，以整合科技接受理論為基礎來發展本研究之架構，探討理論模式內變項之間的關係，歸納出影響綜合旅行業接受行動學習的意願，並瞭解綜合旅行業內部不同背景的人員，對於推動行動學習在績效期望、付出期望、群體影響於不同構面、項目下的反應與關係，透過實證分析結果，可提供綜合旅行業與相關產業未來在制定導入系統或改善策略時的參考，以提升行動學習的成效。 運用整合科技接受理論(Unified Theory of Acceptance and Use of Technology, UTAUT)模型，透過文獻回顧、問卷發放蒐集資料、以結構方程模式(Structural Equation Models)進行資料分析，並針對模式及其構面變數進行驗證性因素分析、路徑分析、調節變數分析，來實證探討本研究模型。 為驗證理論模型，本研究以問卷進行實證研究，以台北市58家綜合旅行業為調查對象，共發放619份問卷，實際有效回收份數538份，有效回收率為87％，研究之結果如下： 1.績效期望對使用意願有正向的直接影響。 2.付出期望對使用意願有正向的直接影響。 3.群體影響對使用意願有正向的直接影響。 4.績效期望對使用意願的關係，會受性別的調節影響。 5.付出期望對使用意願的關係，會受性別的調節影響。 6.群體影響對使用意願的關係，會受性別的調節影響。 7.績效期望對使用意願的關係，不會受年齡的調節影響。 8.付出期望對使用意願的關係，不會受年齡的調節影響。 9.群體影響對使用意願的關係，不會受年齡的調節影響。 10.付出期望對使用意願的關係，會受經驗的調節影響。 11.群體影響對使用意願的關係，會受經驗的調節影響。 12.群體影響對使用意願的關係，會受自願性的調節影響。

The primary purpose of this study was to explore Taipei city comprehensive travel agency for G1 and smartphone using Mobile Learning of behavioral intention. Based on UTAUT (Unified Theory of Acceptance and Use of Technology) as the development framework. this study explored the theoretical model the relationship with variables, analyzed the impact on the comprehensive travel agency to accept Mobile Learning of behavioral intention, and understood different staff of background for using Mobile Learning in the performance expectancy, the effort expectancy, the social influence in different constructs and variables of the reaction and relationship. According to UTAUT model (Unified Theory of Acceptance and Use of Technology), this study used the questionnaire method and literature review to collect the data. In accordance to structural equation modeling for confirmatory factor analysis, path analysis, analysis of moderate variables. This study used a questionnaire to conduct empirical research. Taipei city 58 comprehensive travel agencies were surveyed, total of 619 questionnaires were distributed, received 538 valid questionnaires, returned valid rate of 87%, the results are as follows: 1.Performance expectancy will have significant positive influence on behavioral intention. 2.Effort expectancy will have significant positive influence on behavioral intention. 3.Social influence will have significant positive influence on behavioral intention. 4.The influence of performance expectancy on behavioral intention will be moderated by gender. 5.The influence of effort expectancy on behavioral intention will be moderated by gender. 6.The influence of social influence on behavioral intention will be moderated by gender. 7.The influence of performance expectancy on behavioral intention will not be moderated by age. 8.The influence of effort expectancy on behavioral intention will not be moderated by age. 9.The influence of social influence on behavioral intention will not be moderated by age. 10.The influence of effort expectancy on behavioral intention will be moderated by experience. 11.The influence of social influence on behavioral intention will be moderated by experience. 12.The influence of social influence on behavioral intention will be moderated by voluntariness.