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旅遊資訊地圖網站使用意圖之影響因素探討：以東北角地圖網站為例
Exploring the Factors Influencing Intention to Use a Tourism Information Map Website: The Case of the Northeast Coast Map Website
陳奕廷、陳嘉妤、鄭佳昆
Yi-Ting Chen, Chia-Yu Chen, Chia-Kuen Cheng
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【摘要】
隨著科技發展，遊客透過網路搜尋旅遊資訊已成為主流，旅遊目的地管理機關亦積極建置資訊網站作為行銷工具。本研究評估使用者對「東北角旅遊資訊地圖網站」的科技接受程度及滿意度，並比較不同裝置的使用差異，透過現地問卷調查蒐集307位遊客樣本，並以偏最小平方法(PLS-SEM)與多群組分析(PLS-MGA)驗證模型。結果顯示，資訊品質與系統品質皆顯著影響使用者滿意度，進而正向影響其認知有用性、易用性與使用態度，最終提升使用意圖。此外，不同裝置使用者對網站的關注面略有差異：智慧型手機使用者更重視即時性與反應速度，而電腦使用者則偏好資訊正確性與操作便利性。研究結果可作為日後旅遊資訊系統優化與多端設計的參考依據。
With technological advancement, online platforms have become the primary source for travelers seeking destination information. In response, destination management organizations are increasingly using information websites as key marketing tools. This study investigates user satisfaction and technology acceptance of the“Northeast Coast Tourism Information Map Website”and examines how device type influences user perceptions. Based on 307 on-site survey responses, the research employs partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (PLS-MGA). Findings reveal that information quality and system quality significantly enhance user satisfaction, which in turn positively influences perceived usefulness, perceived ease of use, and attitude toward use, ultimately strengthening intention to use. Additionally, mobile users place greater emphasis on real-time responsiveness, while laptop users prioritize information accuracy and ease of navigation. The results offer practical insights into optimizing tourism information systems and tailoring multi-device user experiences.
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【關鍵字】
旅遊資訊搜尋、科技接受模式、使用者滿意度、多裝置比較
Tourism information search, Technology acceptance model (TAM), User satisfaction, Multi-device comparison
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