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1 第十七卷第三期 2015 年 9 月 (pp.291~314) a a, * a b a b AR AR AR AR AR The Effect of Augmented-Reality-Based Self-Portrait System on Travel Behavior Chia-I Ho a Jian-Hung Chen a Rong-Fuh Day a Yu-Ching Hsiao b a Department of Information Management, National Chi Nan University b Department of Visual Communication Design, Southern Taiwan University of Science and Technology Abstract The tourism industry is one of the important service industries in Taiwan, and service innovation has become an important strategy to improve the competence of that industry. The literature shows that the destination image is a critical factor in tourist decisions, and experiential value could influence the formation of destination images, and thus to * jhchen@ncnu.edu.tw 2014 DOI: /JEB (3).01 September

2 influence the visitor decisions. Augmented reality (AR) is an emerging technology which has high potential to the application of tourism services. This study proposed a framework to evaluate the influence of tourists experiential value on the tourism image and the behavioral intentions. This study developed an AR service system and placed in a scenic spot to collected users perceptions after their usage of the service system. The data were analyzed with a structural equation model to measure the causality of variables. Findings of the research includes: 1. Telepresence has a significant positive influence on user s Experiential Value. 2. Experiential Value has a significant positive influence on tourism image. 3. Tourism image has a significant positive influence on behavioral intentions. 4. The impact of the AR service to the formation of experiential values and destination images are not different for visitors with different previous experience of the destination. This study also discussed the implications of the research findings. Keywords: Augmented reality, experiential value, destination image, telepresence, behavioral intentions 1. World Economic Forum, WEF 2013 TTCI WEF, 2013 Destination Image, Bigné et al., 2001 Fakeye and Crompton, 1991 Baker and Crompton, 2000; Assaker et al., 2011 Chen and Kerstetter, 1999 Pike, 2002 Organic ImageInduced Image 292 September 2015

3 Complex Image Tasci and Gartner, 2007 Court and Lupton, 1997Gartner 1994 Perceived Value Echtner and Ritchie, 1993; Murphy et al., 2000; Jamal and Muhammad, 2011 Yeh et al Cultural Tourism Experiential Value Experience Economy Mathwick et al., 2001 Den Hertog et al., 2010Pantano and Corvello D Verhagen et al Augmented Reality, AR Azuma et al., 2001AR 1960 Feiner, 2002 AR SCET 2009 AR PS3 EyePet 2010 AR Street Museum AR AR AR AR AR 2 3 AR 4 5 September

4 研究架構 AR 1 AR AR H4 H3 H1 H 假說推導 Klein 2003 Telepresence AR Azuma, 294 September 2015

5 1997 Li et al., 2002Mollen and Wilson 2010 AR AR H1 H1 Mathwick et al Reflective Intrinsic, ExtrinsicActive, Reactive Consumer Return on Investment Service ExcellencePlayfulness Aesthetic Experiential Value Scale, EVS Mathwick et al EVS AR AR AR AR AR Mathwick et al., 2001 Fantasies Feelings Fun Holbrook and Hirschman, 1982 Yeh et al Lee and Overby, 2004; Verhagen et al., 2011 AR H2 H2 Pike, 2002 Organic Image Induced ImageComplex Image Tasci and Gartner, 2007 September

6 Echtner and Ritchie, 1993; Milman and Pizam, 1995 Echtner and Ritchie Chon, 1990 Bigné et al Baker and Crompton, 2000; Tasci and Gartner, 2007Ross 1993 Bigné et al H3 H Fakeye and Crompton 1991 Echtner and Ritchie 1993 Beerli and Martin 2004 H4 H 研究對象與實驗地點 296 September 2015

7 3.2 問卷設計 Likert Scale 1 7 SPSS Klein 2003 Azuma 1997 Mathwick et al Mathwick et al Mathwick et al Mathwick et al Echtner and Ritchie 1993 Baker and Crompton 2000 Bigné et al Fakeye and Crompton 1991 September

8 3.3 AR 自拍服務系統說明 AR SLARToolkit AR Wii D AR Wii 2 3 AR 298 September 2015

4 3D 4. AMOS18.0 SEM Maximum Likelihood 4.1 研究樣本 5 0.

9 4 3D 4. AMOS18.0 SEM Maximum Likelihood 4.1 研究樣本 Bagozzi and Yi, % Mueller % % 21~ % 4.2 測量模式分析 September

10 IFI TLI NFI CFI 0.9 PNFI 0.5 RMR 0.05 Bagozzi and Yi 1988 Blunch 2008 Within-construct Error Covariance AMOS Modification Index MI MI RMR 0.05 IFI TLI NFI CFI 0.9 PNFI Chi-square Df GFI 0.8 RMR 0.05 RMSEA 0.08 AGFI 0.8 Burnett and Dart (1997) Jöreskog and Sörbom(1993) MacCallum et al.(1996) Usluel et al.(2008) September 2015

11 NFI 0.9 IFI 0.9 TLI 0.9 CFI 0.9 PNFI 0.5 Bentler and Bonett (1980) Bentler and Bonett (1980) Bentler and Bonett (1980) Bentler and Bonett (1980) Hu and Bentler (1999) / df 3 Bollen(1989) RMSEA NFI IFI TLI CFI 0.9 PNFI 0.5 AMOS MI RMSEA IFI TLI NFI CFI 0.9 PNFI Bagozzi and Yi, Fornell and Larcker, 1981 September

12 Squared Multiple Correlations, SMCSMC 0.5 Image_1 Image_2 Image_7 Image_8 SMC ** ** 0.731** ** 0.770** 0.780** ** 0.666** 0.726** 0.732** ** 0.511** 0.521** 0.540** 0.535** ** 0.232** 0.264** 0.271** 0.342** 0.573** 結構模式分析 MI RMSEA GFI AGFI IFI TLI NFI CFI PNFI RMR Chi-square df GFI 0.8 Burnett and Dart (1997) September 2015

13 RMR 0.05 RMSEA 0.08 AGFI 0.8 NFI 0.9 IFI 0.9 TLI 0.9 CFI 0.9 PNFI 0.5 Jöreskog and Sörbom(1993) MacCallum et al.(1996) Usluel et al.(2008) Bentler and Bonett (1980) Bentler and Bonett (1980) Bentler and Bonett (1980) Bentler and Bonett (1980) Hu and Bentler (1999) / df 3 Bollen(1989) % 31% 50% September

14 針對造訪經驗之群組分析 RMSEA RMSEA LO90 HI90 PCLOSE Unconstrained Measurement Weights Structural Weights Structural Covariances Structural Residuals Measurement Residuals Independence Model Measurement Weights, P Structural Weights P September 2015

15 DF CMIN P NFI IFI RFI TLI Measurement Residuals Structural Covariances Measurement Weights Structural Weights Structural Residuals Structural Residuals Structural Weights Structural Covariances Measurement Residuals a11_1 a11_ a1_1 a2_1 a3_1 a4_1 a5_1 a6_1 a7_1 a8_1 a9_1 a10_1 a11_1 a12_1 a13_1 a14_1 a15_1 a1_ a2_ a3_ a4_ a5_ a6_ a7_ a8_ a9_ a10_ a11_ a12_ a13_ a14_ a15_ September

16 b1-1 b2-1 b3-1 b b b 研究結果 10 H4 10 T-value H *** H *** H *** H4 * p 0.05; ** p 0.01; *** p AR 306 September 2015

17 5.1 理論意涵 Jamal and Muhammad, 2011; 2010Bigné et al., 2001; Ross, 1993 Li et al Li et al Pantano and Corvello 實務意涵 September

18 5.3 研究限制與建議 Assaker, G., Vinzi, V. E., & O Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists return pattern: A two factor, non-linear latent growth model. Tourism Management, 32(4), Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and virtual environments, 6(4), Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of 308 September 2015

19 the Academy of Marketing Science, 16(1), Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), Bigné, J. E., Sánchez, M. I., & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22(6), Blunch, N. J. (2008). Introduction to structural equation modelling using SPSS and AMOS. London: Sage Publications. Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods Research, 17(3), Burnett, P. C., & Dart, B. C. (1997). Conventional versus confirmatory factor analysis: Methods for validating the structure of existing scales. Journal of Research and Development in Education, 30(2), Chen, P. J., & Kerstetter, D. L. (1999). International students image of rural pennsylvania as a travel destination. Journal of Travel Research, 37(3), Chon, K. (1990). The role of destination image in tourism: A review and discussion. The Tourist Review, 45(2), 2-9. Court, B., & Lupton, R. A. (1997). Customer portfolio development: Modeling destination adapters, inactives, and rejecters. Journal of Travel Research, 36(1), Den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for managing service innovation: Towards a conceptual framework. Journal of Service Management, 21(4), Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the lower Rio Grande Valley. Journal of Travel Research, 30(2), Feiner, S. K. (2002). Augmented reality: A new way of seeing. Scientific American, 286(4), Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), September

20 Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indices in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), Jamal, S. A., & Muhammad, N. M. N. (2011). Tourist perceived value in a communitybased homestay visit: An investigation into the functional and experiential aspect of value. Journal of Vacation Marketing, 17(1), Jöreskog, K. G., & Sörbom, D. S. (1993). LISREL 8: A guide to the program and applications. Chicago: Scientific Software International. Klein, L. R. (2003). Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing, 17(1), Lee, E. J., & Overby, J. W. (2004). Creating value for online shoppers: Implications for satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 17, Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), Milman, A., & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3), Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), Mueller, R. O. (1997). Structural equation modeling: Back to basics. Structural Equation Modeling, 4(4), Murphy, P., Pritchard, M. P., & Smith, B. (2000). The destination product and its impact on 310 September 2015

21 traveller perceptions. Tourism Management, 21(1), Pantano, E., & Corvello, V. (2014). Tourists acceptance of advanced technology-based innovations for promoting arts and culture. International Journal of Technology Management, 64(1), Pike, S. (2002). Destination image analysis-a review of 142 papers from 1973 to Tourism Management, 23(5), Ross, G. F. (1993). Destination evaluation and vacation preferences. Annals of Tourism Research, 20(3), Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), Usluel, Y. K., Askar, P., & Bas, T. (2008). A structural equation model for ICT usage in higher education. Educational Technology & Society, 11(2), Verhagen, T., Feldberg, F., van den Hooff, B., Meents, S., & Merikivi, J. (2011). Satisfaction with virtual worlds: An integrated model of experiential value. Information & Management, 48(6), WEF (2013). The travel & tourism competitiveness report Geneva: World Economic Forum. Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), Yeh, S. S., Chen, C., & Liu, Y. C. (2012). Nostalgic emotion, experiential value, destination image, and place attachment of cultural tourists. In Chen, J. S. (Ed.), Advances in hospitality and leisure (Vol. 8) ( ). Bingley: Emerald Group Publishing Limited. September

22 Witmer and Singer, Mathwick et al., September 2015

23 Echtner and Ritchie, Baker and Crompton, September

24 314 September 2015

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untitled (65) * ** *** * ** *** (66) 2006 2001 Technology acceptance model, TAM Davis 1989 Theory of Reasoned Action, TRA TAM Perceived Usefulness Perceived Ease of Use (67) Davis,1989 Moon and Kim, 2001 External