Exploring the Antecedents of Leisure Farm Navigation App User Behavior Intention : A Case Study of Tsou-Ma-Lai Farm

• Main Author: 曾亮怡
• Other Authors: 李鴻文
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/p8kkb3

博士 === 國立嘉義大學 === 企業管理學系 === 105 === In recent years, smart phone is the mainstream, App applications is an indispensable component of smart phones and provided to customers. Leisure farms in recent years, draws more and more attention, the traditional industry transform to leisure agriculture, gain employment opportunities and create value. However, the combination of agriculture and science technology is an innovation. This study takes Leisure Farm navigation App as the main object, tries to construct a measurable model of navigation App. Based on Technology acceptance model. In this study, 550 tourists were interviewed and the fitness of the new model and related hypothesis were tested by the structural equation model. The conclusions were as follows: (1) The model of the App is effective. (2) Two Hypotheses are not significant, the other five hypotheses are established, they are, “tool experience” has a significant impact on “perceived ease of use”. “Technology characteristics has a significant impact on “perceived ease of use”. “Perceived ease of use” has a significant impact on “user satisfaction”. “User satisfaction” has a significant impact on “user behavioral intention“.