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題 名 | 遊客對科技態度對決策速度的影響:線上評論的信任、說服力和有益性作為中介=The Impact of Tourists' Attitudes toward Technology on Decision Speed: Trust, Persuasiveness, and Helpfulness of Online Reviews as Mediators |
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作 者 | 趙中琪; 鄭定邦; | 書刊名 | 澳門科技大學學報 |
卷 期 | 18:1 2024.03[民113.03] |
頁 次 | 頁37-64 |
分類號 | 992.014 |
關鍵詞 | 對科技的態度; 線上評論; 信任; 說服力; 有益性; 決策速度; Attitudes toward technology; Online reviews; Trust; Helpfulness; Persuasiveness; Decision speed; |
語 文 | 中文(Chinese) |
DOI | 10.58664/mustjournal.2024.01.003 |
中文摘要 | 不同遊客本身對科技持有不同的態度,這些態度引發的對線上評論不同的感 知以及後續影響是值得探討的話題。因此,遊客對科技的態度會如何影響遊客決策 速度是本研究的重點。本研究通過建立遊客對科技的態度與決策速度關係的模型, 使用科技採用傾向(TAP)量表來衡量遊客對科技的態度,並測試在信任、說服力 和有益性中介作用下對決策速度的影響,受訪者受邀閱讀真實的酒店線上評論後完 成調查問卷。研究結果顯示遊客對科技的態度會正向影響遊客感知(信任、說服力 和有益性),並通過有益性和說服力的中介作用正向影響決策速度。本研究的原創性 和價值在於從新視角探索遊客決策過程,從遊客對科技的態度角度出發,創新性地 探究其對遊客決策速度影響的內部機制。 |
英文摘要 | Tourists hold different attitudes towards technology, and the different perceptions and subsequent impacts of these attitudes on online reviews are topics worthy of discussion. Therefore, this study focuses on how tourists’ attitudes toward technology affect their decision speed, by developing a model of the relationship between tourist attitudes toward technology and decision speed. The study used the Technology Adoption Propensity (TAP) scale to measure the tourists’ attitudes toward technology and test the influence on decision speed mediated by trust, persuasiveness, and helpfulness. Respondents are invited to complete the questionnaire after reading genuine hotel online reviews. The findings show that tourists’ attitudes toward technology positively affect tourist perceptions (trust, persuasiveness, and helpfulness) and decision speed through the mediating role of persuasiveness and helpfulness. The originality and value of this study lie in exploring the decision-making process of tourists from a new perspective and innovatively exploring the internal mechanism of its impact on the decision speed of tourists from the perspective of tourists’ attitudes toward technology. |
本系統中英文摘要資訊取自各篇刊載內容。