應用科技接受模式探討旅客使用自助服務科技之行為意圖

Applying Technology Acceptance Model to Explore Behavioral Intention of Self-Service Technology

全球旅遊業的興起帶動了航空業的蓬勃發展，全球各大航空公司及機場逐漸推動自助服務科技（Self-service technology, SST）來因應服務大量的旅客。開始在城市設立市區預辦登機服務，利用科技服務來減少尖峰時機場的作業量。本研究針對使用市區預辦登機服務的旅客，應用科技接受模式探討旅客對自助報到及託運行李服務的使用意願以及看法，並且針對信任性、有用性、易用性、態度、個人創新、知覺風險、從眾行為、行為意圖等8項構面進行研究。
研究結果發現旅客對於使用自助報到機之使用態度及意願，個人創新與易用性對有用性是具有正向且顯著的影響；信任性與個人創新對易用性是有正向顯著的影響；有用性、易用性對於態度構面是具有正向顯著性的影響；態度對行為意圖具有正向且顯著影響，從眾行為對行為意圖具有正向顯著性的影響。

The rise of global tourism has led to the booming aviation industry. Major airlines and airports around the world are gradually promoting self-service technology (SST) to cope with a large number of passengers. Started setting up In-Town Check-In in cities, using technology to reduce workload at airports during peak hours. This study explores the passengers who use the In-Town Check-In service, and applies the Technology Acceptance Model (TAM) to explore the intention and perception of passengers on self-service checkin and self-service bag drop. The results reveal that personal innovativeness and perceived ease of use have significant positive effect on perceived usefulness. Trust and personal innovativeness have significant positive effect on perceived ease of use. Perceived usefulness, perceived innovativeness and perceived ease of use have significant positive effects on attitude toward usage; attitude toward usage has also a significant positive effect on behavior intention. Conformity behavior and personal innovativeness have significant positive effect on behavior intention.