MOST 108-2410-H-158-004-SSS
A Study of Social Media\'s Influences on Travel Planning via Unified Theory of Acceptance and Use of Technology: A Case Study of Instagram Users
Ministry of Science and Technology
SHIH-CHIEN University
Shou-Tsung Wu
Department of Tourism Management
Technological readiness, social media, attitude of usage, intention of usage, experiential value, smart tourism
隨著數位科技的蓬勃發展,網際網路的普及與行動裝置的革新,改變了許多人原有的使用意圖與行為模式。其中,社群媒體結合工具、服務與應用,具有社群、開放、參與、溝通、連結等特性,讓使用者與他人透過網際網路在線上進行互動,達成分享與交換的目的,已經在人們日常生活中扮演著十分重要的角色。有鑑於此,本研究以Instagram之使用者為研究對象,奠基於科技接受模型的基礎上,探討外部變量(個人因素、刺激因素、情境因素)、科技感知(認知有用性、認知易用性)、使用態度、使用意圖、體驗價值等構面間彼此的影響性。 研究於文獻探討之後提出假設,同時透過問卷調查收集資料,並採用結構方程模型搭配相關統計方法進行假設驗證工作。研究分析顯示,除「科技準備度對認知有用性有正向顯著影響」此一假設不成立外,其餘假設均獲得「支持」的驗證。此一結果,在理論上大致證實了科技接受模型架構的可行性;而由實務角度觀之,未來社群媒體應用程式的開發過程,強化視覺吸引力及使用便利性是值得研發人員關注的課題。 就研究限制而言,本研究屬於橫斷面的一次性調查,其結果容易受到環境氛圍、當下情境所影響;而研究範圍僅限於臺灣南部地區,並未考量其他國家的文化差異性,亦使得應用方面有其侷限性。後續研究應實施連續性調查(縱斷面研究),並擴及更多研究區域,如此方能一窺全貌。除此之外,將質性研究納入作為分析的思考,也是一個可以思考的研究方向。 資訊科技日新月異,而行動裝置已經逐漸成為人們生活不可分割的一部份,有鑑於未來社群媒體的運用勢必較現階段更加普及與廣泛,而為迎接智慧觀光時代的來臨,整合多方理論進行持續研究,顯然是一件研究人員勢在必行的工作;而本研究分析所得結果,不僅有助於對相關學理之瞭解,亦可協助改善旅遊業者在產品設計規劃與行銷策略研擬的應用範疇,因此具有理論和實務上的雙重意義。
With the rapid development of digital technology, the popularization of the Internet and the innovation of mobile devices have changed the original intentions and behavioral patterns of technological usages for many people. Particularly, integrated with tools, services, and applications, the social media, with the characteristics of community, openness, participation, communication, and connection, plays a very important role in everyday lives for users to interact with others through the online Internet to achieve the purpose of sharing and exchange. In view of this social phenomenon, this research, based on the technology acceptance model, uses Instagram users as the research subjects to discusses the mutually influential factors among external variables (personal factors, stimulus factors, and situational factors), technology perception (cognitive usefulness and cognitive ease of use), attitude of usage, intention of usage, and experiential value. This study puts forward hypotheses after reviewing relevant literature, collecting data through questionnaire surveys, and using structural equation model matching with relevant statistical methods to do the work of verifying the hypotheses. The research analyses show that, except that the hypothesis - \"technological readiness has a positive and significant influence on cognitive usefulness\" is not supported, all other hypotheses have been \"supported\". This result certainly confirms the framework feasibility of the technology acceptance model. From a practical point of view, the enhancement of visual appeal and convenience of usage in the future development of social media applications will become a worthy topic for related researchers and developers to pay attention. In terms of research limitations, this study is a one-time cross-sectional survey, and its results are easily affected by the environmental atmosphere and current situation. The research scope is limited to southern Taiwan and does not take the cultural differences of other countries into account, so that its application has some limitations. Follow-up studies should implement constant surveys (longitudinal studies) and expand to more investigated areas, so that a complete picture can be captured. In addition, incorporating qualitative research into the thinking process of analysis is also a research direction that can be considered. Information technology is changing with each passing day, and mobile devices have gradually become an inseparable part of people’s everyday lives. In view of the fact that the use of social media in the future is bound to be more popular and widespread than at this stage, it will be an obviously imperative task for researchers to continuously integrate multiple theories into their studies, in order to welcome the advent of the era of smart tourism. The analytical results of this study will not only help understand the relevant academic theories, but also facilitate to improve the application of tourism industry in product design planning and marketing strategy research. Therefore, the findings of this study have their theoretical and practical meanings.