An empirical investigation of continuance intention of mobile learning－A case study of tourist attraction QR code

• Main Authors: Lin wei ling, 林偉玲
• Other Authors: Ko ling mei
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/956mk3

碩士 === 南台科技大學 === 休閒事業管理系 === 102 === Nowadays almost everyone in the society has a smartphone or tablet computer, and with the popularity of 3G network and wireless network which enable individual use mobile devices to learn anytime and anywhere. Recently the government has promoted to apply mobile technology in tourism industry. As more and more attractions have established QR code service, most of the previous studies have demonstrated tourists’ acceptance of such kind of mobile learning. While initial acceptance of QR code guided mobile learning is an importance first step, understanding whether tourists will continue to use is the motivation of this study. Thus, this paper utilizes the technology acceptance (TAM), flow theory and the concept of habit as theoretical frameworks in order to propose a new model for explaining users’ intentions to continue using the tourist attraction QR code in mobile learning. This study adopts convenience sampling and web-based survey. In total, 306 valid questionnaires gathered which results the effective response rate of 74%. The results suggest that users’ continuance intention is determined by perceived usefulness, perceived ease of use, and habit.