探討台灣高速鐵路網路訂票系統之顧客使用意願

Factors Influencing the Adoption of Taiwan High Speed Rail Online Ticketing System

10.6736/JPSR.201503_12(1).0001

陳宜棻(Yi-Fen Chen)；蔡家文(Chia-Wen Tsai)；謝昌隆(Chang-Lung Hsieh)；曾珮瑜(Pei-Yu Tseng)

台灣高速鐵路網路訂票系統 ； 科技接受模型 ； 服務品質 ； 操作熟悉度 ； 系統完整性 ； Taiwan High Speed Rail Online Ticketing ； Technology Acceptance Model (TAM) ； Service Quality ； Operation Familiarity ； System Integrity

績效與策略研究

12卷1期（2015 / 03 / 01）

1 - 26

繁體中文

台灣高鐵善用行動電話與網路發達之優勢，交易方式由人工的櫃台交易延伸為資訊科技及網路行為交易的模式，以滿足旅客更便利之訂票通路。本研究結合科技接受模式(Technology Acceptance Model, TAM)，提出一個整合性的解釋模型，來驗證顧客對高鐵網路訂票系統的使用態度及行為意圖的決定因素。此外，經由410份問卷收集曾使用過高鐵訂票系統之樣本資料，並透過結構方程模式(SEM)驗證實徵資料與理論模型之契合度。研究結果顯示高鐵網路訂票系統之「服務品質」對「信任」、「滿意度」與「使用意願」有正向影響；高鐵網路訂票系統之「系統完整性」、「認知易用性」對「認知有用性」有正向影響。消費者對台灣高速鐵路網路訂票系統之「服務品質」、「認知易用性」、「認知有用性」對其消費者「滿意度」與「使用意願」有正向影響；最後消費者的「信任」、「認知易用性」及「認知有用性」對於顧客的「使用意願」皆有正面的影響。本研究進一步加以討論上述研究結果並提出相關建議。

The emerging online economy in recent years has facilitated the rapid growth of e-commerce. This research extended the technology acceptance model (TAM). Based on TAM, this study investigates the determinants of online Taiwan high speed rail ticketing system toward user attitude and intention behavior. The structural equation model was used to examine the path relationships among variables. The study shows that service quality is positively related to trust, satisfaction and intention. System integrity and perceived ease of use are positively related to perceived usefulness. Service quality, perceived ease of use, and perceived usefulness are positively related to satisfaction and intention. Trust, perceived ease of use, and perceived usefulness are positively related to satisfaction and intention. This study concludes by discussing the practical implications of this work, along with some possible future research directions.

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