[[alternative]]The Study on Technology Acceptance Model of Using Behavior of Traveler Who Uses Smartphones

[[abstract]] 近年來，由於智慧型手機的演進有了更精進的變化，使得社會的腳步踏入一個新的型態，旅遊產業及旅行者也深受智慧型手機的影響，漸漸地改變了以往的經營模式與旅行習慣。因此本研究以科技接受模式(TAM)為理論基礎，來探討消費者在旅遊時對智慧型手機的知覺有用性、知覺易用性、使用態度與使用意願間的影響程度，並對不同屬性的使用者做進一步的探討與分析。 本研究以曾經在旅遊時使用過智慧型手機的手機旅行者為受訪對象，回收398份有效樣本，所得資料利用獨立樣本t檢定、單因子變異數及迴歸等統計方法進行研究分析。研究結果顯示：(1)手機旅行者之人口統計變項對科技接受模式各變項有部分顯著差異。(2)手機旅行者之持有經驗變項對科技接受模式各變項有部分顯著差異。(3)手機旅行者之人口統計變項對使用狀況有部分顯著差異。(4)手機旅行者之「知覺有用性」與「知覺易用性」對「使用態度」具有顯著的影響。 (5)手機旅行者之「使用態度」對「使用意願」具有顯著的影響。 最後，本研究提出相關建議與未來研究方向以提供相關業者制定行銷策略之依據。[[abstract]] In recent years, due to the evolution of smartphones have a more sophisticated variation, making the pace of society into a new type, the tourism industry and tourists are also influenced by the smartphone, gradually changed the previous business model and travel habits. Therefore, this study, using Technology Acceptance Model (TAM) as the theoretical foundation to explore consumer smartphone's perceived usefulness, perceived ease of use, the use of the degree of influence between attitude and willingness to use, and the different attributes of users further discussion and analysis. In this study, have been used for smartphone users surveyed objects recovered 398 valid samples, the resulting data using descriptive statistics, independent t test, one-way ANOVA and regression analysis, research and analysis methods. The results of the study show :(1) Smartphone users’ population statistics variable items on technology accept mode each variable items has part significant differences. (2) Smartphone users’ using experience variable items on technology accept mode each variable items has part significant differences.(3) Smartphone users’ population statistics variable items on using status has part significant differences.(4) Smartphone users’ ＂perception useful ＂ and ＂perception easy ＂on ＂using attitude＂ has significant of effects.(5) Smartphone users’＂using attitude＂ on ＂using wishes＂ has significant of effects. Finally, this study presents recommendations and future research directions for the relevant industry reference