题名

Air Passenger's Awareness of Cabin Safety Briefing Videos, TPB Perspective

并列篇名

運用計劃性行為理論對航空客艙安全影片之研究

作者

李家蓁(Chia-Chen Lee)

关键词

Air Passenger ； Cabin Safety Briefing Video ； Theory of Planned Behavior ； Structural Equation Model ； Intention ； 客艙安全 ； 客艙安全影片 ； 計劃行為理論

期刊名称

萬能學報

卷期/出版年月

42期（2020 / 07 / 01）

页次

151 - 174

内容语文

英文
中文摘要

This study extends the TPB model with an additional construct, air passenger's perception of cabin safety knowledge, to better understand air passengers' perception toward cabin safety communication. A total of 333 valid responses were collected from college students whose major is Aviation Service Management. The factor analysis and structural equation modeling (SEM) technique were employed to examine the proposed conceptual model. Meanwhile, air passenger's perception of cabin safety knowledge had a positive significant influence on both air passenger's attitude and perceived behavioral control, which further influence air passenger's intention of receiving the briefing. Interestingly, air passenger's perception of cabin safety knowledge revealed in-significant effects on air passenger's intention to pay attention to the briefing. Therefore, mediating effects of attitude and perceived behavioral control were further tested and proved. The contribution to both cabin safety management theory and implications is the findings that air passenger's attitude, perceived behavioral control and subjective norm toward cabin safety information are important to the effectiveness of cabin safety video briefing. The takeaway for managers of airline sector is to design live, dynamic, interesting and innovative cabin safety briefing videos with a global appeal that is effective to enhance both air passenger's intention to pay attention to the briefing and air passenger's cabin safety knowledge.
英文摘要

本研究以客艙安全知識作為TPB模型之擴展結構，了解航空乘客對飛行前客艙安全影片在態度、主觀規範、知覺行為控制和行為意圖之間的關聯。針對航空服務管理系大學四技333位學生進行研究，所有參與者需看完長榮航空的客艙安全影片（4分33秒）才能填答問卷。本研究運用結構方程式為實證方法。由研究中顯示，航空乘客對客艙安全知識的認識對航空乘客的態度、知覺行為控制產生了顯著的影響，也進一步影響了航空乘客接受客艙安全影片的行為意圖。然而，航空乘客對客艙安全知識的理解對航空乘客注意客艙安全的行為意圖沒有顯著影響。實證研究結果支持航空乘客對客艙安全影片的看法，在態度和行為意圖為全面中介效應，知覺行為控制對航空客艙安全影片與行為意圖之間為部份中介效應。另外，航空乘客的態度、主觀規範、知覺行為控制和行為意圖對於觀看客艙安全影片的有效性至關重要。進一步證明航空公司在安全影片設計上如為動態、有趣及創新，將會有效地提高乘客觀看客艙安全影片的行為意圖及知識。
主题分类 基礎與應用科學 > 基礎與應用科學綜合
工程學 > 工程學綜合
社會科學 > 社會科學綜合
社會科學 > 社會學
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