建構高鐵乘客使用APP訂票通關服務之行為模式

Customer Acceptance Model on Mobile Application for Taiwan High Speed Rail

隨著網路及行動裝置的蓬勃發展，行動商務與旅遊領域的整合應用炙手可熱。本研究以科技接受模式為基礎，加上行動性與企業信譽兩個外部變數，應用於台灣高鐵「T Express手機快速訂票通關服務」探討乘客對於使用行動商務APP應用程式功能的行為模式。問卷蒐集方式分別透過網路問卷及以便利抽樣法針對高鐵乘客進行調查，457份有效問卷中，包含網路問卷220份，紙本問卷237份，有效問卷率為97%。研究結果包含：(1)感知有用性、使用情境與兼容性正向影響使用意願；(2)企業信譽透過感知有用性正向影響使用意願；(3)行動性透過使用情境正向影響使用意願；及(4)使用情境不為感知有用性與使用意願之中介角色。最後，本研究提供APP行動票務顧客使用行為模式並提出管理意涵。

With the rapidly advancing technology of internet and mobile devices, integration of mobile commerce and tourism has become very popular. Based on the technology acceptance model (TAM) and two external variables, mobility and corporate credibility, this study applies mobile commerce to the T Express mobile ticket purchase information inquiry system of Taiwan High Speed Rail (THSR), and also investigates passengers' behavioral model when using the APP (application). Both online and paper-based questionnaires were conducted to survey THSR passengers by convenience sampling. The research findings are as follows: (1) perceived usefulness, use context and compatibility positively influence use intention; (2) corporate credibility positively influences use intention through perceived usefulness; (3) mobility positively influences users' intention through use context; (4) use context does not play a mediating role between perceived usefulness and use intention. Finally, this study proposes a customer behavioral model of the mobile ticketing APP and provides managerial implication.