The behavioral intention of guests using smart hotel technology: An extended Technology Acceptance Model

Abstract

<p>本研究目的旨在探討科技接受模式(Technology Acceptance Model, TAM)中的知覺有用性、知覺易用性對於旅客使用旅館智能科技之行為意圖的影響，並進一步檢驗體驗經濟的中介效果。研究工具採用量化分析及便利抽樣法，透過網路問卷調查兩年內使用過旅館智能科技的旅客，共取得有效問卷586份，問卷有效率93.5%。本研究使用SPSS26.0及AMOS28.0軟體進行資料分析，採用敘述性統計及結構方程模式(SEM)進行假設驗證。研究結果發現：1. 知覺易用性對知覺有用性和使用旅館智能科技的行為意圖有正向顯著的影響；2.知覺有用性對旅客行為意圖有正向顯著的影響；3.知覺易用性及知覺有用性對體驗有正向顯著的影響；4.體驗經濟對行為意圖有正向顯著的影響；5.旅客體驗對知覺易用性及知覺有用性與行為意圖的關係具有部分中介效果。SEM結果顯示，科技接受模式與旅客使用旅館智能科技的資料配適度良好。</p> <p> </p><p>This paper seeks to explore the relations of Perceived Ease of Use, Perceived Usefulness, experience economy and behavioral intention while hotel guests using smart technological amenities. The Technology Acceptance Model (TAM) was adopted as study framework; quantitative analysis and convenience sampling were used to survey the hotel guests who had ever stayed at a hotel equipped with smart technology devices in the past two years. 586 valid online questionnaires were obtained (93.5% valid rate). The study used structural equation modeling (SEM) and regression analysis to test hypotheses and to examine the mediating effect. The result indicated that Perceived Ease of Use had a positive effect on Perceived Usefulness and behavioral intention；Perceived Usefulness had a positive effect on behavioral intention；Experience had partial mediation effect on the relation of Perceived Ease of Use, Perceived Usefulness and behavioral intention. The fit indices of the Technology Acceptance Model indicated a good fit to the hotel guest data.</p> <p> </p>