智慧旅游背景下游客对移动增强现实技术使用意愿研究——基于技术接受和PAD理论的整合模型  

Tourists' Usage Intention of Mobile Augmented Reality Technology in the Context of Smart Tourism:Based on the Integration Model of Technology Acceptance and PAD Theory

作　　者：方微[1] 周波[2] 沈旭炜 

机构地区：[1]浙江树人大学现代服务业学院,浙江杭州310015 [2]浙江大学管理学院,浙江杭州310027 [3]杭州市京杭运河(杭州段)综合保护中心,浙江杭州310015

出　　处：《浙江树人大学学报》2017年第3期37-45,共9页Journal of Zhejiang Shuren University

基　　金：国家旅游局"万名旅游英才计划"(WMYC20151095);浙江省公益技术基金(2015C33004)

摘　　要：通过整合技术接受模型和PAD情绪理论,从技术感知、情绪两个角度探讨游客对移动增强现实技术使用态度和使用意愿的影响关系,构建"感知/情绪—态度—意愿"的理论模型,并以北京故宫博物院为例,对研究假设和概念模型进行验证,提出旅游景区应开发感知性强、互动性高的新产品,新技术应重视与游客的情感交流,激发使用意愿,实现旅游产品有效供给。By integrating the technology acceptance model and the PAD emotion theory,this paper investigates the relationship between tourists＇ usage attitude and intention of mobile augmented reality technology from the two angles of technical perception and emotion,and constructs a theoretical model of＂perception,emotion,attitude and intention＂. Taking the Forbidden City museum as an example,this paper validates the hypotheses and conceptual model,and proposes that tourist attractions should develop new tourism products with strong perception and interaction,and new technology should pay more attention to emotional communication with tourists in order to stimulate tourists＇ usage intention and achieve effective supply of tourism products.

关 键 词：智慧旅游 移动增强现实技术 使用意愿 技术接受模型 PAD理论 

分 类 号：B842.6[哲学宗教—基础心理学] F592[哲学宗教—心理学]