应用 UTAUT 和 TAM 模型探讨无人机在旅游宣传航拍中的接受与使用

悦 殷(国民大学TED大学院，韩国)
荣焕 潘(国民大学TED大学院，韩国)

摘要

论文旨在通过结合统一理论接受与使用技术模型（UTAUT）和技术接受模型（TA M），探讨无人机在旅游宣传航拍中的应用与接受度。研究采用定量调查的方法，收集了旅游从业者和游客对无人机技术的使用意愿与行为数据，并通过结构方程模型（SEM）分析了影响技术接受的关键因素。研究发现社会影响和促进条件在无人机的接受与使用中起到重要作用，而感知有用性和感知易用性则显著影响了用户的使用态度和意图。论文为旅游业相关方理解无人机技术的应用潜力提供了理论支持，并提出了未来实践中的建议。

关键词

无人机；旅游航拍；UTAUT模型；TA M模型

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DOI: http://dx.doi.org/10.12345/iptm.v3i9.21213