| Summary: | 碩士 === 國立臺灣師範大學 === 工業科技教育學系在職進修碩士班 === 97 === The primary purpose of this study was to explore Taipei city comprehensive travel agency for G1 and smartphone using Mobile Learning of behavioral intention. Based on UTAUT (Unified Theory of Acceptance and Use of Technology) as the development framework. this study explored the theoretical model the relationship with variables, analyzed the impact on the comprehensive travel agency to accept Mobile Learning of behavioral intention, and understood different staff of background for using Mobile Learning in the performance expectancy, the effort expectancy, the social influence in different constructs and variables of the reaction and relationship.
According to UTAUT model (Unified Theory of Acceptance and Use of Technology), this study used the questionnaire method and literature review to collect the data. In accordance to structural equation modeling for confirmatory factor analysis, path analysis, analysis of moderate variables.
This study used a questionnaire to conduct empirical research. Taipei city 58 comprehensive travel agencies were surveyed, total of 619 questionnaires were distributed, received 538 valid questionnaires, returned valid rate of 87%, the results are as follows:
1.Performance expectancy will have significant positive influence on behavioral intention.
2.Effort expectancy will have significant positive influence on behavioral intention.
3.Social influence will have significant positive influence on behavioral intention.
4.The influence of performance expectancy on behavioral intention will be moderated by gender.
5.The influence of effort expectancy on behavioral intention will be moderated by gender.
6.The influence of social influence on behavioral intention will be moderated by gender.
7.The influence of performance expectancy on behavioral intention will not be moderated by age.
8.The influence of effort expectancy on behavioral intention will not be moderated by age.
9.The influence of social influence on behavioral intention will not be moderated by age.
10.The influence of effort expectancy on behavioral intention will be moderated by experience.
11.The influence of social influence on behavioral intention will be moderated by experience.
12.The influence of social influence on behavioral intention will be moderated by voluntariness.
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