| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 106 === In recent years, the business model of destination tourism has arisen, and the development and design of tourism products have incorporated many innovative elements to develop experiential tourism. In the past, most researches focus on the basic definition of smart tourism by using qualitative research or the development of cooperation policy, and few studies discussed innovative service characteristics of the smart tourism. The innovative service characteristic is important, because it affects the consumers’ decision, and competitive advantage of the firms.
In this study, users who have used the KKday were invited to fill up questionnaires. Data collected were analyzed through SmsartPLS to verify the proposed model. The results showed that the innovative service characteristics have a significant impact on the functional value and the emotional value, which further affect service experience, among which the innovative service characteristics include: novelty, complementarity and efficiency. In addition, involvement has a moderating effect on the relationship between innovative service characteristics and functional value, but it does not moderate the relationship between innovative service characteristics and emotional value. Perceived control has a moderating effect on the relationship between innovative service characteristics and functional value, but it does not moderate the relationship between innovative service characteristics and emotional value.
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