本研究依據Venkatesh (2003)提出的整合型科技接受與使用模式(UTAUT)為基礎,探討由自助服務科技如何影響旅客行為意願及實際使用的因素,以瞭解自助服務科技在觀光產業發展現況。在資料收集上,以便利抽樣方式於桃園中正國際機場及松山機場發放問卷並回收640份,之後,再運用結構方程模式(SEM)進行分析。研究結果顯示:表現預期、努力預期及知覺資訊性皆會正向影響到自助服務科技之行為意圖;行為意圖會正向影響採用自助服務科技之實際使用行為。透過本研究結果可瞭解旅客使用行為及自助服務報到方式之間的差異,在實務上也可提供旅遊業界及未來研究者做參考。
Based on Venkatesh's UTAUT model as the theory background, the purpose of this study is to understand the behavior intention of tourists and other related factors considering self-service technologies in tourism of the present situation, including the difference of using KIOSK or web self-service. By conducting convenience sampling, a total of 640 questionnaires were collected at Taiwan Taoyuan International Airport, and then used structural equation modeling (SEM) to examine the proposed models. The result of this study indicated that performance expectancy, effort expectancy and perceived informativeness had significant effects on behavioral intention. Behavioral intention had significant effects on actual use. The end of this study also provided managerial and practical implication as references for travel executives to understand customers' need and advices for future researchers.