運用科技接受模式探討澎湖機場旅客使用自助報到服務之行為意向－兼論信任之調節效果

Using Technology Acceptance Model to Explore the Use of Kiosk Check-in for Tourists at Penghu Airport: Moderating Effect of Trust

10.6213/JLRIM.202103_14(1).0002

蔡孟璇(Meng-Hsuan Tsai)；王志宏(Chih-Hung Wang)

科技接受模式 ； 自助報到服務 ； 信任 ； 行為意向 ； 澎湖機場 ； Technology Acceptance Model (TAM) ； self-service check-in ； trust ； behavioral intention ； Penghu Airport

休閒產業管理學刊

14卷1期（2021 / 03 / 01）

25 - 44

繁體中文

機場管理單位與航空公司不斷推廣自助報到服務系統，惟至迄今未能普遍受到旅客青睞。本文擬以位處高度仰賴空運之離島之澎湖機場做為研究基地，運用科技接受模式並再納入信任做為調節變數探討旅客對於使用自助報到服務之行為意向。本文藉由問卷調查獲致有效問卷371份。實證結果指出，知覺易用性正向影響知覺有用性、態度以及行為意向；知覺有用性亦對態度與行為意向具有正向影響；態度亦對行為意向具有正向影響。此外，實證結果亦同證實，信任對於知覺有用性與態度，以及知覺易用性與態度之關係具有顯著之調節效果。本文亦依研究結果提出管理意涵與未來研究建議。

Airports and airlines are gradually promoting the system of self-service check-in. However, it has not received enough attention from the travelers. This study adopted the Penghu Airport, which located on outlying island that highly depends on air transportation, as our study case. This study employed the Technology Acceptance Model (TAM) and included the trust as a moderator to discuss the behavioral intentions of travelers for self-service check-in. A total of 371 valid questionnaires were collected. The empirical results suggested that perceived ease of use positively affected perceived usefulness, attitude, and behavioral intention. Perceived usefulness also had a positive effect on attitude and behavioral intention. Attitude also positively affected behavioral intention. Furthermore, empirical results also suggested that trust had significant moderating effects on the relationships between perceived usefulness and attitude and perceived ease of use and attitude. Managerial implications and future research directions were also proposed according to the results of this study.

1. 呂錦隆,凌珮娟(2009)。國籍旅客對國際航線自助報到服務之使用意圖研究。運輸學刊，21(3)，299-328。
   連結：
2. 洪新原,吳祥麟,黃耀慶(2011)。探討自我效能與信任對知識管理系統成功之調節影響。商略學報，3(2)，101-124。
   連結：
3. 梁世安,余國瑋(2005)。以科技接受模式探討二輪式電動代步車消費者接受程度。行銷評論，2(2)，135-148。
   連結：
4. 陳怡靜,胡學誠,施東河(2010)。顧客對便利商店自我服務科技系統滿意度的實證研究。電子商務研究，8(2)，231-258。
   連結：
5. Andaleeb, S. S.(1996).An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence.Journal of Retailing,72(1),77-93.
6. Backman, S. J.,Crompton, J. L.(1991).Differentiating between high, spurious, latent, and low loyalty participants in two leisure activities.Journal of Park and Recreation Administration,9(2),1-17.
7. Baker, D. A.,Crompton, J. L.(2000).Quality, satisfaction and behavioral intentions.Annals of Tourism Research,27(3),785-804.
8. Bauer, H. H.,Grether, M.,Leach, M.(2001).Building customer relations over the internet.Industrial Marketing Management,31(2),155-163.
9. Berry, L. L.(1995).Relationship marketing of service-growing interest, emerging perspectives.Journal of the Academy of Marketing Science,23(4),236-245.
10. Bigné, J. E.,Sánchez, M. I.,Sánchez, J.(2001).Tourism image, evaluation variables and after purchase behavior: Inter-relationship.Tourism Management,22(6),607-616.
11. Blackwell, R. D.,Miniard, P. W.,Engle, J. F.(2001).Consumer behavior.New York, NY:Dryden.
12. Boulding, W.,Kalra, A.,Staelin, R.,Zeithaml, V. A.(1993).A dynamic process model of service quality: From expectations to behavioral intentions.Journal of Marketing Research,30(1),7-27.
13. Chen, S.-C.,Liu, S.-C.,Li, S.-H.,Yen, D. C.(2013).Understanding the mediating effects of relationship quality on technology acceptance: An empirical study of e-appointment system.Journal of Medical Systems,37(6),9981.
14. Cronin, J. J.,Taylor, S. A.(1992).Measuring service quality: A reexamination and extension.Journal of Marketing,56(3),55-68.
15. Crosby, L. A.,Evans, K. R.,Cowles, D.(1990).Relationship quality in services selling: An interpersonal influence perspective.Journal of Marketing,54(3),68-81.
16. Curran, J. M.,Meuter, M. L.(2005).Self-service technology adoption: Comparing three technologies.Journal of Services Marketing,19(2),103-113.
17. Dabholkar, P. A.(1996).Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality.International Journal of Research in Marketing,13(1),29-51.
18. Dabholkar, P. A.,Bobbitt, L. M.,Lee, E.-J.(2003).Understanding consumer motivation and behavior related to self-scanning in retailing: Implications for strategy and research on technology-based self-service.International Journal of Service Industry Management,14(1),59-95.
19. Davis, F. D.(1989).Perceived usefulness, perceived ease of use, and user acceptance of information technology.Management Information Systems Quarterly,13(3),319-340.
20. Davis, F. D.(1993).User acceptance of information technology: System characteristics, user perceptions and behavioral impacts.International Journal of Man-Machine Studies,38(3),475-487.
21. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1989).User acceptance of computer technology: A comparison of two theoretical models.Management Science,35(8),982-1003.
22. Fishbein, M.,Ajzen, I.(1975).Belief, attitude, intention, and behavior: An introduction to theory and research.Reading, MA:Addison-Wesley.
23. Folkes, V. S.(1988).Recent attribution research in consumer behavior: A review and new directions.Journal of Consumer Research,14(4),548-565.
24. Fournier, S.(1998).Consumers and their brands: Developing relationship theory in consumer research.Journal of Consumer Research,24(4),343-373.
25. Garbarino, E.,Johnson, M. S.(1999).The different roles of satisfaction, trust, and commitment in customer relationships.Journal of Marketing,63(2),70-87.
26. Gefen, D.(2000).E-commerce: The role of familiarity and trust.Omega,28(6),725-737.
27. Gefen, D.,Karahanna, E.,Straub, D. W.(2003).Trust and TAM in online shopping: An integrated model.Management Information Systems Quarterly,27(1),51-90.
28. Grazioli, S.,Jarvenpaa, S. L.(2000).Perils of internet fraud: An empirical investigation of deception and trust with experienced internet consumers.IEEE Transactions on Systems, Man, and Cybernetics- Part A: Systems and Humans,30(4),395-410.
29. Hinde, R. A.(Ed.),Groebel, J.(Ed.)(1985).Cooperation and personal behavior.New York, NY:Cambridge University.
30. Hung, S.-Y.,Chang, C.-M.(2005).User acceptance of WAP services: Test of competing theories.Computer Standards and Interfaces,27(4),359-370.
31. Kim, Y. K.,Trail, G.,Ko, Y. J.(2011).The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework.Journal of Sport Management,25(6),576-592.
32. Kuhl, J.(Ed.),Beckmann, J.(Ed.)(1985).Action-control: From cognition to behavior (Springer series in social psychology).Heidelberg, DE:Springer.
33. Liljander, V.,Gillberg, F.,Gummerus, J.,van Riel, A.(2006).Technology readiness and the evaluation and adoption of self-service technologies.Journal of Retailing and Consumer Services,13(3),177-191.
34. Lu, J.,Liu, C.,Yu, C.-S.,Wang, K.(2008).Determinants of accepting wireless mobile data services in China.Information and Management,45(1),52-64.
35. Mathieson, K.(1991).Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior.Information Systems Research,2(3),173-191.
36. McKnight, D. H.,Choudhury, V.,Kacmar, C.(2002).Developing and validating trust measures for e-commerce: An integrative typology.Information Systems Research,13(3),334-359.
37. Meuter, M. L.,Bitner, M. J.,Ostrom, A. L.,Brown, S. W.(2005).Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies.Journal of Marketing,69(2),61-83.
38. Meuter, M. L.,Ostrom, A. L.,Bitner, M. J.,Roundtree, R.(2003).The influence of technology anxiety on consumer use and experiences with self-service technologies.Journal of Business Research,56(11),899-906.
39. Meuter, M. L.,Ostrom, A. L.,Roundtree, R. I.,Bitner, M. J.(2000).Self-service technologies: Understanding customer satisfaction with technology-based service encounters.Journal of Marketing,64(3),50-64.
40. Morgan, R. M.,Hunt, S. D.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing,58(3),20-38.
41. Oliver, R. L.(1980).A cognitive model for the antecedents and consequences of satisfaction.Journal of Marketing Research,17(4),460-469.
42. Olsen, S. O.(2002).Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty.Journal of the Academy of Marketing Science,30(3),240-249.
43. Pavlou, P. A.(2003).Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model.International Journal of Electronic Commerce,7(3),101-134.
44. Porter, C. E.,Donthu, N.(2006).Using the technology acceptance model to explain how attitudes determine internet usage: The role of perceived access barriers and demographics.Journal of Business Research,59(9),999-1007.
45. Reichheld, F. F.,Schefter, P.(2000).E-loyalty: Your secret weapon on the web.Harvard Business Review,78(4),105-113.
46. Schepers, J.,Wetzels, M.(2007).A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects.Information and Management,44(1),90-103.
47. Singh, N.,Fassott, G.,Chao, M. C. H.,Hoffmann, J. A.(2006).Understanding international web site usage: A cross-national study of German, Brazilian, and Taiwanese online consumers.International Marketing Review,23(1),83-97.
48. Sirakaya, E.,Petrick, J.,Choi, H.-S.(2004).The role of mood on tourism product evaluations.Annals of Tourism Research,31(3),517-539.
49. Venkatesh, V.,Davis, F. D.(2000).A theoretical extension of the technology acceptance model: Four longitudinal field studies.Management Science,46(2),186-204.
50. 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.Management Information Systems Quarterly,24(1),115-139.
51. Wang, Y.-S.,Wang, Y.-M.,Lin, H.-H.,Tang, T.-I.(2003).Determinants of user acceptance of internet banking: An empirical study.International Journal of Service Industry Management,14(5),501-519.
52. Wu, J.-H.,Wang, S.-C.(2005).What drives mobile commerce? An empirical evaluation of the revised technology acceptance model.Information and Management,42(5),719-729.
53. Zeithaml, V. A.,Berry, L. L.,Parasuraman, A.(1996).The behavioral consequences of service quality.Journal of Marketing,60(2),31-46.
54. Zhu, F. X.,Wymer, W.,Chen, I.(2002).IT-based services and service quality in consumer banking.International Journal of Service Industry Management,13(1),69-90.
55. 張紹勳(2001)。企業對消費者電子商務之關係品質模式。廣告學研究，16，55-81。
56. 許宏誠(2014)。南華大學企業管理系管理科學博士班。
57. 趙晨卉(2013)。國立臺北大學企業管理學系。

1. (2024)。探討旅客對機場自助服務科技之系統品質、使用態度及使用意願之關聯性研究－以科技焦慮為干擾變項。觀光產業與航空管理期刊，7(1)，15-33。