現代社會正同時面臨兩大浪潮的挑戰，分別是資訊科技的進步及人口的老化。電腦與網路日新月異，使用上也越來越便利，這些科技的演進勢必逐漸影響高齡者生活與消費習慣。因此本研究以科技接受模式為理論基礎，探討銀髮族購買線上旅遊產品之意圖與態度。研究架構包含知覺有用性、知覺易用性、主觀規範、電腦自我效能、使用意圖與使用態度傾向等六大變項。研究方法採用問卷調查，研究對象為五十歲到六十四歲的銀髮族，共發放400份問卷，回收有效問卷356份。資料分析則採用結構方程式 (Structural Equation Modeling)分析各變數間之影響關係。 研究結果顯示：主觀規範、電腦自我效能對銀髮購買線上旅遊產品之使用意圖與使用態度傾向有顯著的影響，但知覺有用性與知覺易用性並無顯著的影響，亦即線上旅遊產品好不好用或容易與否都是其次，但親友或媒體的推薦，以及自身電腦能力的程度才是關鍵。這意味旅行業者如果想推廣線上旅遊產品給銀髮族們，可以與電腦補習班合作，將如何使用購買線上旅遊產品納入課程，提昇銀髮族在電腦或3C產品上的使用能力，進而吸引他們瞭解與購買線上旅遊產品，或是將電腦或3C產品使用頻率較高的銀髮族視為目標客群。此外，善用親朋好友的口碑力量，或是報章雜誌等媒體的推廣都可能增強銀髮族購買線上旅遊產品的意願與態度。 The evolution of computer and network is bound to gradually affect the living and consumption habits of the elders. Using Technology Acceptance Model as the theoretical basis, this study explored the attitudes and intentions of senior citizens to buy online travel products. Six variables are included in this study: Perceived Usefulness, Perceived Ease of Use, Subjective Norm, Computer Self-Efficacy, Behavioral Intention to Use, and Attitude toward Use. 400 questionnaires were delivered to 50-year-old to 60-year-old seniors, and 356 valid questionnaires returned. The data was analyzed by SEM (structural equation modeling) to examine relationship between these variables. The results indicate that Subjective Norm and Computer Self-Efficacy have a significant impact on the intention and attitude of seniors toward buying online travel products, but Perceived Usefulness and Perceived Ease of Use has no significant impact. It’s suggested that the travel industry can work with the computer tutorial center to promote the online travel products to senior citizens by taking the course about how to purchase online travel products into the curriculum; first enhancing the ability of seniors on the computer or 3C products and further attracting them to understand and to buy online travel products. Either way is to take the senior citizens with a high frequency use of computer or 3C products as target customers. In addition, the recommendation of friends and relatives or the promotion in newspapers and magazines may enhance the willingness and attitudes of the senior citizens to purchase online travel products.
