EFFECT OF MOBILE SERVICE QUALITY ON THE INTENTION OF AIR PASSENGERS TO USE MOBILE TICKETING APPS

行動服務品質對航空旅客使用行動訂票服務意願之影響

10.6220/joq.201910_26(5).0002

胡凱傑(Kai-Chieh Hu)；謝依芷(Yi-Chih Hsieh)

mobile ticketing apps ； technology acceptance model (TAM) ； mobile service quality ； behavioral intention ； 行動訂票app ； 科技接受模式 ； 行動服務品質 ； 行為意圖

品質學報

26卷5期（2019 / 10 / 30）

296 - 314

英文

Ticketing applications (apps) have been increasing in popularity. When airline companies realized the potential of ticketing apps, they rushed to develop their own exclusive ticketing apps. In this study, the technology acceptance model was used to explore the antecedents of ticketing app acceptance by airlines. The study subjects were individuals with experience of using airline mobile ticketing apps. Structural equation modeling was used to test the research model. The results revealed that privacy positively affected perceived usefulness. System availability and content quality, billing, and efficiency positively affected perceived ease of use. Furthermore, perceived ease of use exhibited a positive effect on perceived usefulness, and perceived usefulness had a positive effect on the behavioral intention to use airlines ticketing apps. Finally, based on the results, this study provided some managerial implications and suggestions for both companies and researchers.

當前行動應用程式（applications，apps）服務已越來越普及，許多航空公司也意識到行動apps是未來的趨勢進而開始建置公司專屬的行動apps。然而，若行動apps無法滿足使用者的需求、服務品質太差，使用者可能不會接受這樣的apps服務軟體。本研究旨在應用科技接受模式（technology acceptance model，TAM）探討航空公司行動訂票apps的服務品質對使用意願之影響。本研究以臺灣航空公司為主要範圍，並以使用過該航空公司行動apps訂機票的消費者為主，藉由問卷調查蒐集使用者資料並使用結構方程模式來檢驗各項假設。研究結果顯示，隱私會正向的影響知覺有用性；內容品質、帳單、效率與系統可獲性會對知覺易用性有正向的影響。而知覺易用性對知覺有用性有正向影響，且兩者均對使用航空公司訂票apps有正向的影響。最後，本研究根據研究結果提出管理意涵的討論，以及後續相關研究建議。

1. Hung, S. Y.,Liang, T. P.,Chang, C. M.(2005).A meta-analysis of empirical research using TAM.Journal of Information Management,12(4),211-234.
   連結：
2. Ahn, T.,Ryu, S.,Han, I.(2007).The impact of web quality and playfulness on user acceptance of online retailing.Information & Management,44(3),263-275.
3. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
4. Ajzen, I.,Fishbein, M.(1980).Understanding Attitudes and Predicting Social Behavior.Englewood Cliffs, NJ.:Prentice Hall.
5. Al-Momani, K.,Noor, M.,Azila, N.(2009).E-service quality, ease of use, usability and enjoyment as antecedents of e-CRM performance: an empirical investigation in Jordan mobile phone services.The Asian Journal of Technology Management,2(2),50-64.
6. Alsamydai, M. J.(2014).Adaptation of the technology acceptance model (TAM) to the use of mobile banking services.International Review of Management and Business Research,3(4),2039-2051.
7. Amin, H.,Ghazali, M. F.,Supinah, R.(2010).Determinants of Qardhul Hassan financing acceptance among Malaysian bank customers: an empirical analysis.International Journal of Business and Society,11(1),1-16.
8. Amoroso, D. L.,Magnier-Watanabe, R.(2012).Building a research model for mobile wallet consumer adoption: the case of mobile Suica in Japan.Journal of Theoretical and Applied Electronic Commerce Research,7(1),94-110.
9. Brady, M. K.,Cronin, J. J., Jr.(2001).Some new thoughts on conceptualizing perceived service quality: a hierarchical approach.Journal of Marketing,65(3),34-49.
10. Carr, A. S.,Zhang, M.,Klopping, I.,Min, H.(2010).RFID technology: implications for healthcare organizations.American Journal of Business,25(2),25-40.
11. Chae, M.,Kim, J.,Kim, H.,Ryu, H.(2002).Information quality for mobile Internet services: a theoretical model with empirical validation.Electronic Markets,12(1),38-46.
12. Chang, M.-Y.,Pang, C.,Tarn, J. M.,Liu, T.-S.,Yen, D. C.(2015).Exploring user acceptance of an e-hospital service: an empirical study in Taiwan.Computer Standards & Interfaces,38,35-43.
13. Chiou, Y. W.,Fang G. D.(2005).A study of web portal user behaviour.Web Journal of Chinese Management Review,8(1),43-60.
14. Davis, F. D.(1989).Perceived usefulness, perceived ease of use, and user acceptance of information technology.MIS Quarterly,13(3),319-340.
15. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1992).Extrinsic and intrinsic motivation to use computers in the workplace.Journal of Applied Social Psychology,22(14),1111-1132.
16. Dey, A. K.(2001).Understanding and using context.Personal and Ubiquitous Computing,5(1),4-7.
17. Du, J.,Lu, J.,Wu, D.,Li, H.,Li, J.(2013).User acceptance of software as a service: evidence from customers of China's leading e-commerce company, Alibaba.Journal of Systems and Software,86(8),2034-2044.
18. Featherman, M. S.,Miyazaki, A. D.,Sprott, D. E.(2010).Reducing online privacy risk to facilitate e-service adoption: the influence of perceived ease of use and corporate credibility.Journal of Services Marketing,24(3),219-229.
19. Featherman, M. S.,Pavlou, P. A.(2003).Predicting e-services adoption: a perceived risk facets perspective.International Journal of Human-Computer Studies,59(4),451-474.
20. Fishbein, M.,Ajzen, I.(1975).Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research.Reading, MA.:Addison-Wesley.
21. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
22. Gartner, Inc., (assessed October, 2018), 2014, Gartner says by 2017, mobile users will provide personalized data streams to more than 100 apps and services every day, .
23. Gerpott, T. J.,Rams, W.,Schindler, A.(2001).Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market.Telecommunications Policy,25(4),249-269.
24. Gorsuch, R. L.(1983).Factor Analysis.Hillsdale, NJ.:Erlbaum.
25. Hartwick, J.,Barki, H.(1994).Explaining the role of user participation in information system use.Management Science,40(4),440-465.
26. Horton, R. P.,Buck, T.,Waterson, P. E.,Clegg, C. W.(2001).Explaining intranet use with the technology acceptance model.Journal of Information Technology,16(4),237-249.
27. Joo, J,Sang, Y.(2013).Exploring Koreans’ smartphone usage: an integrated model of the technology acceptance model and uses and gratifications theory.Computers in Human Behavior,29(6),2512-2518.
28. Khalaf, S., (assessed October, 2018), 2014, Apps solidify leadership six years into the mobile revolution, .
29. Kim, M.-K.,Park, M.-C.,Jeong, D.-H.(2004).The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services.Telecommunications Policy,28(2),145-159.
30. Kim, S.,Garrison, G.(2009).Investigating mobile wireless technology adoption: an extension of the technology acceptance model.Information Systems Frontiers,11(3),323-333.
31. Kim, S.,Stoel, L.(2004).Apparel retailers: website quality dimensions and satisfaction.Journal of Retailing and Consumer Services,11(2),109-117.
32. Kim, T. T.,Suh, Y. K.,Lee, G.,Choi, B. G.(2010).Modelling roles of task-technology fit and self-efficacy in hotel employees’ usage behaviours of hotel information systems.International Journal of Tourism Research,12(6),709-725.
33. Kuo, Y.-F.,Wu, C.-M.,Deng, W.-J.(2009).The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services.Computers in Human Behavior,25(4),887-896.
34. Lallmahamood, M.(2007).An examination of individual's perceived security and privacy of the Internet in Malaysia and the influence of this on their intention to use e-commerce: using an extension of the technology acceptance model.Journal of Internet Banking and Commerce,12(3),1-26.
35. Lee, J.,Lee, J.,Feick, L.(2001).The impact of switching costs on the customer satisfaction–loyalty link: mobile phone service in France.Journal of Services Marketing,15(1),35-48.
36. Liébana-Cabanillas, F.,Sánchez-Fernández, J.,Muñoz-Leiva, F.(2014).The moderating effect of experience in the adoption of mobile payment tools in virtual social networks: the m-payment acceptance model in virtual social networks (MPAM-VSN).International Journal of Information Management,34(2),151-166.
37. Lim, H.,Widdows, R.,Park, J.(2006).M-loyalty: winning strategies for mobile carriers.Journal of Consumer Marketing,23(4),208-218.
38. Loiacono, E. T.,Watson, R. T.,Goodhue, D. L.(2002).WebQual: a measure of website quality.Marketing Theory and Applications,13(3),432-438.
39. Lu, Y.,Zhang, L.,Wang, B.(2009).A multidimensional and hierarchical model of mobile service quality.Electronic Commerce Research and Applications,8(5),228-240.
40. Ma, Q.,Pearson, J. M.,Tadisina, S.(2005).An exploratory study into factors of service quality for application service providers.Information & Management,42(8),1067-1080.
41. Meister, D. B.,Compeau, D. R.(2002).Infusion of innovation adoption: an individual perspective.Annual Conference of the Administrative Sciences Association of Canada (ASAC),Winnipeg, Canada:
42. Mohammadi, H.(2015).Social and individual antecedents of m-learning adoption in Iran.Computers in Human Behavior,49,191-207.
43. Negi, R.(2009).User's perceived service quality of mobile communications: experience from Ethiopia.International Journal of Quality & Reliability Management,26(7),699-711.
44. Nielsen, J.(1994).Usability Engineering.Amsterdam, The Netherlands:Elsevier.
45. Nunnally, J. C.,Bernstein I. H.(1967).Psychometric Theory.New York, NY.:McGraw-Hill.
46. Oh, J.,Yoon, S.-J.(2014).Validation of haptic enabling technology acceptance model (HE-TAM): integration of IDT and TAM.Telematics and Informatics,31(4),585-596.
47. Özer, A.,Argan, M. T.,Argan, M.(2013).The effect of mobile service quality dimensions on customer satisfaction.Procedia-Social and Behavioral Sciences,99,428-438.
48. Pagiavlas, N.,Marburger, P.,Stratmann, M.,Young, S.(2005).Mobile business-comprehensive marketing strategies or merely it expenses? A case study of the US airline industry.Journal of Electronic Commerce Research,6(3),251-261.
49. Pai, F.-Y.,Huang, K. I.(2011).Applying the technology acceptance model to the introduction of healthcare information systems.Technological Forecasting and Social Change,78(4),650-660.
50. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
51. Parasuraman, A.,Zeithaml, V. A.,Malhotra, A.(2005).E-S-QUAL a multiple-item scale for assessing electronic service quality.Journal of Service Research,7(3),213-233.
52. Park, E.,Baek, S.,Ohm, J.,Chang, H. J.(2014).Determinants of player acceptance of mobile social network games: an application of extended technology acceptance model.Telematics and Informatics,31(1),3-15.
53. Park, E.,Kim, K. J.(2014).An integrated adoption model of mobile cloud services: exploration of key determinants and extension of technology acceptance model.Telematics and Informatics,31(3),376-385.
54. Peslak, A.,Ceccucci, W.,Sendall, P.(2010).An empirical study of instant messaging (IM) behavior using theory of reasoned action.Journal of Behavioral and Applied Management,11(3),263-278.
55. Reisinger, Y.,Turner, L.(1999).Structural equation modeling with LISREL: application in tourism.Tourism Management,20(1),71-88.
56. Rust, R. T.,Oliver, R. L.(1994).Service Quality: New Directions in Theory and Practice.Thousand Oaks, CA:Sage.
57. Santouridis, I.,Trivellas, P.(2010).Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece.The TQM Journal,22(3),330-343.
58. Sheng, H.,Nah, F. F.-H.,Siau, K.(2008).An experimental study on ubiquitous commerce adoption: impact of personalization and privacy concerns.Journal of the Association for Information Systems,9(6),344-376.
59. Shin, D.-H.(2010).The dynamic user activities in massive multiplayer online role-playing games.International Journal of Human–Computer Interaction,26(4),317-344.
60. Simkin, M. G.,McLeod, A.(2010).Why do college students cheat?.Journal of Business Ethics,94(3),441-453.
61. Son, H.,Park, Y.,Kim, C.,Chou, J.-S.(2012).Toward an understanding of construction professionals’ acceptance of mobile computing devices in South Korea: an extension of the technology acceptance model.Automation in Construction,28,82-90.
62. Szajna, B.(1996).Empirical evaluation of the revised technology acceptance model.Management Science,42(1),85-92.
63. Tan, F. B.,Chou, J. P. C.(2008).The relationship between mobile service quality, perceived technology compatibility, and users’ perceived playfulness in the context of mobile information and entertainment services.International Journal of Human–Computer Interaction,24(7),649-671.
64. Taylor, S.,Todd, P.(1995).Assessing IT usage: the role of prior experience.MIS Quarterly,19(4),561-570.
65. Turel, O.,Serenko, A.(2006).Satisfaction with mobile services in Canada: an empirical investigation.Telecommunications Policy,30(5-6),314-331.
66. Venkatesh, V.,Davis, F. D.(1996).A model of the antecedents of perceived ease of use: development and test.Decision Sciences,27(3),451-481.
67. Venkatesh, V.,Morris, M. G.(2000).Why don't men ever stop to ask for directions? gender, social influence, and their role in technology acceptance and usage behavior.MIS Quarterly,24(1),115-139.
68. Venkatesh, V.,Morris, M. G.,Davis, G. B.,Davis, F. D.(2003).User acceptance of information technology: toward a unified view.MIS Quarterly,27(3),425-478.
69. Wallace, L. G.,Sheetz, S. D.(2014).The adoption of software measures: a technology acceptance model (TAM) perspective.Information & Management,51(2),249-259.
70. Wang, R. Y.(1998).A product perspective on total data quality management.Communications of the ACM,41(2),58-65.
71. Wang, Y.-S.,Liao, Y.-W.(2007).The conceptualization and measurement of m-commerce user satisfaction.Computers in Human Behavior,23(1),381-398.
72. Wirtz, J.,Lovelock, C.(2016).Services Marketing: People, Technology, Strategy.Hackensack, NJ.:World Scientific.
73. Wolfinbarger, M.,Gilly, M. C.(2003).eTailQ: dimensionalizing, measuring and predicting etail quality.Journal of Retailing,79(3),183-198.
74. Yang, Z.,Cai, S.,Zhou, Z.,Zhou, N.(2005).Development and validation of an instrument to measure user perceived service quality of information presenting web portals.Information & Management,42(4),575-589.
75. Yang, Z.,Jun, M.(2002).Consumer perception of e-service quality: from Internet purchaser and nonpurchaser perspectives.Journal of Business Strategies,19(1),19-41.
76. Yoo, B.,Donthu, N.(2001).Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL).Quarterly Journal of Electronic Commerce,2(1),31-45.
77. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.Journal of Marketing,52(3),2-22.

1. 鄭嘉謙,葉子明,陳龍泓,洪珦雍,王皓平(2020)。應用精化Kano模式與IPA探討國籍航空公司離島航線服務品質。品質學報，27(6)，347-365。