以TAM觀點來探討台灣高速鐵路網路訂票系統之顧客使用意願

台灣的長途大眾運輸網路無論是航空、鐵路、捷運或公路客運在以往呈現各自發展的營業型態。高鐵於2007年加入西部走廊的運輸服務之後，由於整個運輸網路結構的改變，預期在高速鐵路通車的推動下，台灣西部各都會區的運輸系統，可望能將高速鐵路與台鐵、捷運、公車等大眾運輸系統進行包含路線、班表以及票證等服務的橫向整合，進而發展成一個全面性的高速大眾運輸網路。因此本研究以台灣高速鐵路(股)公司為主要研究對象，研究發現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，並以TAM模式逐步探討訂票系統的服務品質與滿意度。本研究發現使用者的外部變數「服務品質」、「操作熟悉度」、「系統完整性」共三個外部變數為台灣高鐵訂票系統接受度的決定因素。本研究採用問卷調查法，資料收集方式以網頁問卷調查與書面問卷調查並行，主要選取對象為曾經使用台灣高速鐵路訂票系統之消費者，有效回收樣本 410份，研究結果顯示消費者對台灣高速鐵路網路訂票系統之「系統完整性」、「認知易用性」對消費者「認知有用性」有顯著正向相關；消費者對台灣高速鐵路網路訂票系統之「服務品質」、「操作熟悉度」對其消費者「認知易用性」有顯著正向相關；消費者對台灣高速鐵路網路訂票系統之「服務品質」對其消費者「信任」與「使用意願」有顯著正向相關。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」有顯著正向相關；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，本研究提出之假設檢定皆獲得驗證支持。本研究進一步加以討論上述研究結果並提出相關建議，同時也說明本研究的研究意涵、研究限制與未來研究方向，供學術界、實務界以及相關單位參考。

關鍵字

系統完整性；操作熟悉度；台灣高速鐵路網路訂票系統；科技接受模型；網路服務品質

並列摘要

The long-distance public transit network in Taiwan, whether aviation, railway, mass rapid transit or highway bus, used to develop and operate individually. Since High Speed Rail participated Taiwan’s transit system, due to the fundamentally changed of transit network, along with the operation of High Speed Rail, the transit system between cities can be able to proceed service crosswise conformity across various systems, such as route, timetable and ticket, heading further becoming a overall high speed public transit network. This study use Taiwan High Speed Rail Co. as main research target, the result shows that Taiwan High Speed Rail Co. have taken the advantage of cell phone and internet universality, through internet, they transfer all commerce behavior form man power to information technology and electronic transactions. With this way, they can satisfied the needs of more convenient ticket booking channel requests form public, also investigate the service quality and satisfaction of booking system by TAM model. The study has found that user outside variables service quality, operating familiar and system completing, use these 3 variables as factors of booking system acceptance. The study is based on 410 effective samples and takes “Structural Equation Modeling (SEM)” as main study method. Via LISERAL8.54, we proceeded Confirmatory Factor Analysis (CFA) and Structural Model Analysis. The study shows that value system completing and perceived easy of use are significant positively toward perceived usefulness. Service quality and operating familiar are significant positively toward perceived easy of use. Service quality is significant positively toward trust and adopting intention. Service quality, perceived easy of use and perceived usefulness are significant positively toward Service quality and adopting intention. Trust, perceived easy of use and perceived usefulness are significant positively toward adopting intention. This study proposed that the supposition examination all acquires the confirmation support. Moreover, according to the analysis of the result, this study has made appropriate suggestions, provide research pertinent, test limitation and directions for further researches as reference.

並列關鍵字

E- Service Quality ； TAM ； Taiwan High Speed Rail Online Ticketing ； Operating Familiar ； System Completing

參考文獻

何淑熏、柯盈吟與黃瓊慧(2007)，從網路銀行自助服務探討創新對顧客價值之影響，電子商務研究，第5卷第4期，463-484。

劉益豪(2006)，應用資料採礦探討國際線航空旅客之線上購票行為，運輸計畫季刊，第37卷第2期，197-236。

Adams, D. A. and R. R. Nelson. and P. A. Todd (1992), Perceives Usefulness, Ease of Use, and Usage of Information Technology: A replication MIS Quarterly, 16(2), pp. 227-247.

Adamson, I. and J. Shine (2003), Extending the New Technology Acceptance Model to Measure the End User Information Systems Satisfaction in a Mandatory Environment: A Bank’s Treasury, Technology Analysis and Strategic Management, 15(4), pp. 441-455.

Agarwal, R. and J. Prasad (1997), The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies, Decision Science, 28(3), pp. 557-582.

國際替代計量

以TAM觀點來探討台灣高速鐵路網路訂票系統之顧客使用意願

未授權

主題瀏覽