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| 題 名 | 探討餐旅科技使用態度與行為意圖--運用科技準備度與科技接受模型=Exploring Attitudes and Behavioral Intentions of Hospitality Technology--Application of Technology Readiness and Technology Acceptance Model |
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| 作 者 | 王儒堅; 朱永蕙; | 書刊名 | 休閒事業研究 |
| 卷 期 | 22:4 2024.12[民113.12] |
| 頁 次 | 頁18-35 |
| 分類號 | 496.34 |
| 關鍵詞 | 科技準備度; 科技接受度; 使用態度; 行為意圖; Technology readiness; Technology acceptance model; Attitude; Behavioral intention; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6746/LIR.202412_22(4).0002 |
| 中文摘要 | 本研究運用科技準備度與科技接受模型,探討餐旅科技的使用態度與行為意圖。本 研究採立意抽樣法,透過網路發放問卷。本研究各構面信度良好,效度則採用內容 效度。研究分析則透過相關分析,以及迴歸分析探討變數間之影響。研究結果顯示: (1)科技準備度之樂觀性、創新性與不安全性對科技接受度之認知有用性具顯著影響, 但科技準備度之不適用性對認知有用性不具顯著影響;(2) 科技準備度之樂觀性、創 新性與不適應性對科技接受度之認知易用性具顯著影響,但科技準備度之不安全性 對認知易用性不具顯著影響;(3)科技接受模型中的認知易用性,對其認知有用性具 顯著影響;(4)科技接受模型中的認知有用性,以及認知易用性對使用態度具正向顯 著影響;以及(5)使用態度對行為意圖具正向顯著影響。因此,本研究結論為餐旅業 相關科技智慧產品,只要是可以讓人操作便利或帶來正向的好處,自然會讓人更快 完成操作或感受到容易使用。此外,如果消費者覺得科技產品不簡單,或需要他人 協助才能使用科技產品,無論這些科技產品在消費過程中,能變得有多麼的更方便, 似乎都沒有明顯的影響。但相對的,如果消費者能適應這些科技產品,自然就會覺 得這些科技產品是容易操作的,是無須花太多時間學習操作的。再者,若消費者不 相信科技的安全性,就算這些科技產品可以讓人們更快完成工作,或可以提供更好 的決策選擇,也不會選擇使用這些科技產品。最後,消費者在科技產品的操作上, 覺得容易上手,相對的會認同科技產品的使用是便利的,可以改善其做事效益的; 且於使用科技產品的過程中,只要態度上覺得使用科技產品是正確的選擇,就會願 意使用這些科技產品,同時會進一步推薦親友使用。 |
| 英文摘要 | This study applies technology readiness and technology acceptance models to explore attitudes and behavioral intentions toward using hospitality technology. This study adopted a purposive sampling method and distributed questionnaires through the Internet. The reliability of each construct in this study is beyond the average, and the validity adopts content validity. Research analysis explores the influence between variables through correlation analysis and regression analysis. The research results show: (1) Optimism, innovation and insecurity of technology readiness have a significant influence on the cognitive usefulness of technology acceptance, but the inapplicability of technology readiness has no significant influence on cognitive usefulness; (2) Optimism, innovation, and adaptability of technology readiness have a significant influence on cognitive ease of use of technology acceptance, but insecurity of technology readiness has no significant influence on cognitive ease of use; (3 ) Cognitive ease of use in the technology acceptance model has a significant influence on cognitive usefulness; (4) Cognitive usefulness in the technology acceptance model, and cognitive ease of use have a positive and significant influence on attitude; and (5) Attitude has a positive and significant influence on behavioral intention. Therefore, this study concludes that smart technological products related to the hospitality industry, as long as they can make people operate conveniently or bring positive benefits, will naturally make people complete the operation faster or feel easy to use. In addition, if consumers think that technological products are not simple or require assistance from others to use technological products, no matter how convenient these technological products become during the consumption process, it does not seem to have a significant influence. On the other hand, if consumers can adapt to these technological products, they will naturally find these technological products easy to operate and do not need to spend too much time learning to operate them. Furthermore, if consumers do not believe in the safety of technology, they will not choose to use these technology products even if they allow people to complete work faster or provide better decision-making options. Finally, consumers find it easy to operate technological products, and will relatively agree that the use of technological products is convenient and can improve the efficiency of their work; in the process of using technological products, as long as they have the attitude to use technological products. If it is the right choice, they will be willing to use these technology products and further recommend their use to relatives and friends. |
本系統中英文摘要資訊取自各篇刊載內容。