資通訊技術和智慧行動裝置的快速發展在文化行銷上呈現廣大的應用新機會。本 研究應用屏東縣、屏東市、及六堆客家地區的QR 碼(二維條碼)地圖作為一種文化行 銷與旅遊上的工具，並探討使用者的接受度-行銷成功與否的初步指標。用延伸的科技 接受模型（TAM）探討本研究情境。使用結構方程模型分析從大學生收集的205 份樣 本資料。結果顯示該研究模型對文化旅遊使用QR 碼的解釋力相當好。特別是「旅遊 /學習價值」、易用性、「使用QR 碼於旅遊的意圖」正向影響「使用QR 碼於文化學 習的意圖」;而「旅遊/學習價值」和易用性正向影響「使用QR 碼於旅遊的意圖」;易 用性正向影響「旅遊/學習價值」。QR 碼使用在文化行銷的意涵也一併討論。

Rapid advances in information and communication technology (ICT) and smart mobile devices present tremendous new opportunities for their use in cultural marketing. This study implemented a cloud-based application with QR code mapplets for PingTung County, PingTung City, and Liudui Hakka Area. These mapplets served as a marketing tool for cultural tourism. This research further examined user readiness, an indicator of preliminary marketing success, toward QR code use in cultural tourism. A research model was proposed by extending Technology Acceptance Model (TAM) for the study context. Structural equation modeling was used to analyze the 205 valid sample data collected from college students after practicing the application. The findings revealed that the research model explains the QR codes use in cultural tourism reasonably well. In particular, tour/learning value, ease of use, and intended tourism use positively impacted intended cultural learning use; while tour/learning value and ease of use positively influenced intended tourism use. Perceived ease of use positively influenced tour/learning value. Implications for QR code use in cultural marketing are discussed.