|a英文題名:Exploring the intention of consumers to use local tours platform based on innovation
|a現今消費者對於旅遊的自主性越來越高，傾向自由行的旅客也越來越多，再加上網際網路的發達，旅客在旅行中可以透過各式各樣的應用程式來使旅遊更順暢，目的地旅遊平台也因此崛起，為瞭解消費者購買目的地旅遊平台商品之因素，本研究透過創新屬性、互動性來探討消費者在目的地旅遊平台中的認知涉入與情感涉入，其認知涉入、情感涉入如何影響最後的行為意圖，研究對象為曾經使用過目的地旅遊平台之消費者，在不同的社群平台之旅遊板進行問卷發放，共回收411 份問卷，資料分析以信度分析、因素分析、敘述性統計分析、獨立樣t 檢定分析、單因子變異數分析、Pearson積差相關與迴歸分析等統計方法進行分析，研究結果顯示(一)從整體消費者來看，相對優勢、相容性、互動性都會影響消費者之認知、情感涉入，並且以相對優勢影響認知涉入最大，互動性影響情感涉入最大，而認知涉入與情感涉入都會影響行為意圖(二)使用KKday 平台之消費者，相對優勢、相容性會影響其認知涉入，相對優勢、互動性會影響其情感涉入，而情感涉入影響行為意圖較認知涉入大(三) 使用Klook 平台之消費者，相對優勢、相容性、互動性會影響其認知涉入，相容性、互動性會影響其情感涉入，而認知涉入影響行為意圖較情感涉入大。|uNowadays, consumers become more self-motivated and there are more and more travelers tend to travel freely. With the development of the Internet, travelers can travel more smoothly through a variety of applications during their travels.The local tours platform has emerged as well. In order to understand the factors of consumers purchasing the local tours platform’s products, this study explores the cognitive involvement and affective involvement of consumers in local tours platform through innovation attributes and interactivity. The cognitive involvement and affective involvement affect the final behavioral intention. The research target is the consumers who have used the local tours platform. The questionnaires was issued on the travel boards of different social platforms and a total of 411 questionnaires were collected. Data analysis was analyzed by Reliability analysis, Factor analysis, Descriptive statistics analysis,t-test analysis, One-way ANOVA, Pearson correlation and Regression analysis, the results show that (1) from the perspective of the overall consumer, Relative advantage, compatibility and interactivity will affect consumer cognitive and affective involvement and relative advantage highly influences cognitive involvement, interactive highly influences affective involvement. Both of cognitive involvement and affective involvement will affect behavioral intention. (2) From the perspective of consumers using the KKday platform, relative advantage and compatibility will affect their cognitive involvement; Relative advantage and interactivity will affect affective involvement and affective involvement affects behavioral intentions more than cognitive involvement. (3) From the perspective of consumers who use the Klook platform, Relative advantage, compatibility and interactivity will affect their cognitive involvement; Compatibility and interactivity will affects their affective involvement and cognitive involvement affects behavioral intention more than affective involvement.
|aExploring the intention of consumers to use local tours platform based on innovation