Applying the TAM Model to Study Factors Affecting Tour Guides CO-Working with Robots

• Main Authors: JUNG-HSUAN YEH, 葉容瑄
• Other Authors: Seng-Su Tsang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/324c4u

碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === With the increasing influence of AI robot for the every industry sector, coupled with the impact of low birth rate and meager profits, how can robots be introduced and increase the aspects applied have become important issues. This study focuses on TAM as the research framework. Adding convenience and entertainment two aspects to study the attitudes and cooperation intentions of tour guides for them co-working with robots and analyze possible influencing factors. The survey targets are tour guide from five different Travel agency, collecting 40 valid questionnaires, and verified the model by Smart PLS. The results show the usefulness of the perception in the original TAM, having a significant impact on the working attitudes of the tour guides by co-working with robots, and indirectly affects the behavioral intention; perceived ease of use has a significant impact on the perceived usefulness, while the attitude of the usage has no significant effect. Moreover, the addition external variables of convenience and entertainment have a significant impact on perceived usefulness and perceived ease of use. In summary, tour guides willingness to co-work with robots is significant, and the factors that affect their willingness are perceived usefulness, perceived ease of use, convenience and entertainment. This study suggests that these factors should be enhanced in the future when introducing robot tour guides so as to increase the willingness of tour guides to accept and enhance the effectiveness of collaborative work with robots.