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標題: 以媒介選擇理論與創新傳佈理論探討播客應用於觀光旅遊之使用者研究
A User Study on the Adoption of Podcasting in Tourism Industry Discussed by Media Selected theories and Innovation Diffusion Theory
作者: 邱居耿
Chiu, Chu-Ken
關鍵字: Podcasting;播客;media use;media select;innovation diffusion;innovation attributes;tourism;and Partial Least Square;媒介使用;媒介選擇;創新傳佈;觀光旅遊;Partial Least Square
出版社: 電子商務研究所
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本論文目的透過媒介選擇的理論以及創新傳佈理論,找出Podcasting應用台灣觀光旅遊時,使用者的關鍵使用因素。本研究以媒介的觀點,利用學者Fulk (1987)提出媒介理性選擇與使用的兩個方向為基礎,在眾多媒介選擇理論中探討了媒介特徵理論以及社會性影響模式;另一方面本研究也以創新傳佈的觀點,採用相對優勢、形象以及複雜度三項創新屬性來探討Podcasting的使用者行為。研究者以網路使用者為研究對象,期望達到以下目的:
1. 探討Podcasting的特性與台灣人使用Podcasting的行為和情況
2. 哪些因素影響個人在觀光旅遊上使用Podcasting的動機行為
3. 提出觀光旅遊Podcasting的概念性應用系統架構
本研究使用Partial Least Squares統計方法來驗證本研究之模型。研究結果顯示,不同的媒介使用目的有不同適合的因素。媒介特徵、創新屬性等因素與個人使用Podcasting於觀光旅遊有顯著的關聯。值得注意的是,社會性影響在不同的使用目的上,將產生有差異的影響。研究結果也顯示Podcasting適用於觀光旅遊應用。觀光產業也應該針對Podcasting的特性來制定發展Podcasting的策略。

To investigate the user's motivational factors to use Podcasting in Tourism, we propose a comprehensive model that integrates Media selected and used theories with Innovation Diffusion Theory (IDT), as well as several other research streams. In the media part, based on two aspects of media selection used from Fulk (1987), the Author adopted Media Features Theory and Social influence model. In the innovation diffusion part, the Author adopted Relative advantage, Image, and Complexity from Innovation Diffusion Theory (IDT). Empirical data were collected through an online questionnaire survey of Internet users. These are the research purposes:
1. Discussing the features and techniques of Podcasting and the situation of Podcasting users in Taiwan.
2. Develop research framework on the motivational factors that drive individuals to use Podcasting.
3. Propose conceptual architecture of Podcasting information system of tourism.

Partial Least Squares technique is used to test the research model. The result pointed out the motivation factors as distinct from the different purposes of media used. Media features and Innovation attributes are significantly associated with user intention to use Podcasting in Tourism. Social influence has varying effect on different purposes of media used. The result also pointed out Podcasting is suitable for Tourism's development. Tourism industry may build a suitable strategy on the development of Podcasting in Taiwan.
其他識別: U0005-0708200811041400
Appears in Collections:科技管理研究所

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