服務便利性與企業信譽對高鐵APP使用意圖影響探討──兼論企業信譽的調節角色

STUDY ON THE EFFECTS OF SERVICE CONVENIENCE AND CORPORATE CREDIBILITY ON THE INTENTION TO USE TAIWAN HIGH SPEED RAIL APP: MODERATING ROLE OF CORPORATE CREDIBILITY

隨著科技快速發展，全球使用M-commerce人口持續增長，造就行動商務與觀光旅遊領域的技術與應用相結合並已受到重視。本研究旨在探討服務便利性與企業信譽對顧客使用「臺灣高鐵T Express」手機APP通關服務使用意圖的影響，並兼論企業信譽的調節角色。本研究於臺灣高鐵左營站針對站內各不重疊候車區域顧客以隨機抽樣進行面訪式問卷調查，共計回收400份，有效問卷373份（有效問卷率為93.25%）。研究結果顯示：（1）服務便利性與企業信譽對使用意圖有直接顯著正向影響，且服務便利性的影響程度高於企業信譽；（2）企業信譽對於服務便利性與使用意圖之間的關係具有調節效果；及（3）服務便利性之「決策便利」是顧客最關切的衡量要素。最後，提出本研究之論點與管理意涵。

With rapid development of technology, global m-commerce users grow continuously. M-commerce is combined with technique and application of tourism and it becomes important. This study aims to probe into the effects of service convenience and corporate credibility on customers’ intention to use the “T Express mobile ticketing service” of the Taiwan High Speed Rail (THSR) and discusses the moderating role of corporate credibility. It adopted random sampling on customers in different waiting areas at THSR Zuoying Station. Upon agreement, this study conducted face-to-face questionnaire survey and retrieved 400 questionnaires, including 373 valid samples, with a valid return rate of 93.25%. According to research findings: (1) “service convenience” and “corporate credibility” directly, significantly and positively influence “intention to use”. The effect of service convenience is higher than corporate credibility. (2) Corporate credibility has a moderating effect between “service convenience” and “intention to use”. (3) “Decision-making convenience” of service convenience is the measurement factor concerned the most by customers. Finally, according to the findings, this study proposes discussion regarding managerial implication in practice.