An Overview of Partial Least Squares

科技的日新月異讓智慧型手機儼然成為生活中不可或缺的必需品。近年來由於無線網路之普及更讓智慧型手機使用者可以輕易在任何時間任何地點和其他手機使用者保持聯絡也讓社會的腳步正式踏入下一個新的型態 ─ 無所不在之商務型態(Ubiquitous commerce/U-commerce)。除此之外社群網站的興起也在社會扮演舉足輕重的影響角色。社群網站不只影響了使用行為也改變了人與人之間的交流方式和資訊傳播。更進一步來說旅遊產業和旅遊者也深受智慧型手機、手機應用程式和社群網站之影響。但此時有個問題市面上熱門之手機應用程式通常為軟體工程師所設計而非出自使用者的意見這些軟體真的符合使用者所需嗎?本研究目的在於探討有哪些因素會影響旅遊者使用旅遊相關軟體之意圖並根據結果建立一個旅遊應用程式之樣本。研究以透過問卷調查方式了解旅遊者使用旅遊相關軟體和和其他因素之影響。結論證實社群網站和隨時保持聯繫等因素會對旅遊者又正面影響而旅遊資訊品質則被視為基本因素而沒有明顯之影響。另外也根據結果設計了一個完整的旅遊相關應用程式應當俱備之功能。The use of Smartphone in human lives has been a trend of the world now. With the help of wireless internet, smartphone user could reach and be reached at anytime and anywhere. This modern society is officially entering the era of U-commerce. Except the trend of using smartphone, social network site is also playing an important role in this society. Social network site is significantly influencing people''s behavior and how people connect with others. Thus, there are more and more applications being developed. But the application is seldom developed from the user''s view point, especially the tourism applications. The purpose of this study is to explore what factors would influence user''s intention in using tourism related applications. According to the result, u-construct (ubiquity and uniqueness), perceived value of social network sites, and personal innovativeness have positive effect on intention. Though information quality shows no positive influence on intention and other factors, information quality is considered as a basic equipment of the application and information system. Namely, information quality is still an important factor considered by user. Based on the result, the functions of tourism related application are developed. Each developed function could be used to improve the connection between each factor. The developed functions include journey producing, sharing, recommended system, connected to SNSs and LBS. All these functions may increase user''s intention and satisfaction in using the designed tourism related application.中文摘要 iAbstract iiTable of Contents iiiList of Tables vList of Figures vi1. INTRODUCTION 12. LITERATURE REVIEW 42.1 Smartphone 42.2 Mobile Applications 52.3 U-Commerce and U-Construct 62.4 Consumer-generated Content (CGC) and Social Network Sites (SNSs) 82.5 Technology Acceptance Model for Wireless Internet 93. HYPHOTHESIS AND RESEARCH MODEL 123.1 Ubiquity and Uniqueness 123.2 Information Quality 143.3 Perceived Value of SNS 163.4 Individual Difference-Personal Innovativeness 174. METHODOLOGY 204.1 Questionnaire Design 204.2 Partial Least Squares, PLS 265. RESULT 295.1 Data Analysis and Result 295.2 Test of the Measurement Model 325.3 Test of the Structural Mode 366. DISCUSSION AND IMPLICATION 406.1 Discussion 406.2 Implication 496.2.1 Basic Functions 496.2.2 Journey Producing 506.2.3 Sharing 506.2.4 Connecting To SNSs 516.2.5 Recommended System 526.2.6 Location Based Service (LBS) 526.2.7 Further Works of i-Traveler 536.3 Contribution 546.3.1 Society 546.3.2 Environmental 556.3.3 Economic 566.3.4 Social Touring 577. Conclusion 598. Limitation and Further Works 61REFERENCE 63APPENDIX 6