國籍旅客對國際航線自助報到服務之使用意圖研究

Adoption Intentions of Taiwanese Passengers to Use Self Check-in Services on International Flight Routes

近年全球各航空公司及機場正大力推動KIOSK自助報到服務，然臺灣似乎尚未見航空公司擴大應用。為進一步了解國際線航空公司推動此項服務所遭遇之問題，以及影響旅客採用KIOSK自助報到意願之因素，本文以科技接受模式（Technology Acceptance Model,TAM）為基礎，同時考量與航空公司主管及旅客訪談成果、相關文獻之研究成果之後，再加入「服務品質」、「知覺風險」、「旅客偏好使用人力報到服務之傾向」等構面，然後據以設計衡量量表，進而對國際線航空旅客蒐集資料，並進行結構方程模式之實證分析。研究結果顯示，曾經使用KIOSK自助報到旅客對各個構面衡量指標之評量分數，均高於或優於未曾使用旅客之評量結果。「態度」乃為影響旅客使用意圖之最關鍵構面變數，其次為「服務品質」與「知覺易用性」，這表示航空公司應首重扭轉旅客態度，另一方面也要改善自助報到機器服務水準，並提升旅客對此機器容易操作之知覺。此外，對未曾使用旅客而言，航空公司人員之推薦引導、其他旅客使用示範效果，或是航空公司提供使用誘因等，相對較曾經使用旅客而言，更有明顯之影響效果。

Self check-in kiosk, which has been deployed widely by airlines and airports worldwide, is still not a common facility at Taiwan's international airports yet. In order to discover the problems associated with the application of this automated check-in machine met by the international airlines and explore the impact factors on passengers' behavior intentions, this study used the Technology Acceptance Model (TAM) and extended it by adding three additional constructs: service quality, perception of risk, and preference for using manual check-in service, according to opinions of both airline managers and passengers and past literatures. Having estimated the model by using the structural equation modeling approach, empirical study results indicated that the measurement scores evaluated by passengers with kiosk check-in experience were greater than the scores rated by passengers without the experience. Attitude is found to be the most critical construct influencing passengers' behavioral intentions; service quality and perceived ease of use follow behind. Consequently, the most important issues for airlines when applying self checking-in kiosk are to turn passengers' attitudes positively toward the self-service; to improve the service level of the automated check-in machine; and to enhance the ease of use of the machine. Furthermore, airline front-line employees' recommendations or guidance, other passengers' demonstrations, and airlines' promotions have more significant effects on passengers without the experience than on passengers already with the experience.