基于TRAM模型的智慧酒店顾客接受意愿提升路径研究  

Research on the Improvement Path to Higher Acceptance Willingness of Smart Hotels Based on TRAM Model

作　　者：彭玉琳 严荣 PENG Yu-lin;YAN Rong(School of Tourism,Xinjiang University of Finance and Economics,Urumqi,830012,China)

机构地区：[1]新疆财经大学旅游学院,新疆乌鲁木齐830012

出　　处：《福建金融管理干部学院学报》2025年第1期57-68,共12页Journal of Fujian Institute of Financial Administrators

摘　　要：为探究智慧酒店接受意愿,构建技术准备与接受模型(TRAM),并引入技术设施对模型进行拓展。以488名智慧酒店住客为对象,运用AMOS24.0软件对所构建的模型进行检验。结果表明:乐观性和创新性是影响感知有用性和易用性的主要前因变量;安全感缺失对感知有用性和易用性无显著影响;不舒适感显著抑制感知易用性;智慧酒店技术设施能显著提升顾客的感知有用性和接受意愿;感知有用性和使用态度是智慧酒店顾客接受意愿的直接影响因素。由此,从顾客个性特征、安全、体验以及强化关键因素和有效管理反馈等角度,为智慧酒店的运营和发展提供可行性建议。To explore the acceptance willingness of smart hotel customers,a Technology Readiness and Acceptance Model(TRAM)was constructed,with technical facilities introduced to expand the model.With data from 488 smart hotel guests as subjects,the model was tested via AMOS 24.0 software.The re-sults show that optimism and innovativeness are the main antecedents affecting perceived usefulness and ease of use;perceived security deficits have no significant effect on perceived usefulness or ease of use,whereas customer discomfort significantly inhibits perceived ease of use.Smart hotel technologies and fa-cilities can significantly improve the perceived usefulness and acceptance willingness.Furthermore,per-ceived usefulness and usage attitude directly affect customers'willingness to adopt smart hotel services.Therefore,feasible suggestions for the operation and development of smart hotels are proposed,focusing on customer personality traits,safety,experience,key factors reinforcement,and effective management feedback mechanism.

关 键 词：智慧酒店 技术准备度 技术接受模型 接受意愿 结构方程模型 

分 类 号：F719.2[经济管理—产业经济] F49