以科技接受模式探討顧客使用自助服務科技之行為意圖－以內湖運動中心為例

Applying Technology Acceptance Model to Explore Behavioral Intention of Using Self-Service Technology - A Case Study in Taipei City Neihu Sports Center

林秀真(LIN Hsiu-Chen)

指導教授 ： 陳美燕

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/碩士(2019年)

https://doi.org/10.6345/NTNU201900500

摘要

現今資訊科技及物聯網迅速發展，各產業除力求縮短顧客服務時間外，更重視在提升服務傳遞的品質，以追求營運效益最佳化，因此自助服務科技因應潮流而生。目前各運動中心仍以現場人力及網站服務為主，如何在人力不足的情況下保有良好服務傳送速度與資訊的正確性是需要被重視及加強的要點。本研究係以科技接受模式為基礎，以內湖運動中心顧客為研究對象，探討顧客對於所設置之自助服務科技－「i.Sports自助櫃檯機」之認知有用性、認知易用性及行為意圖之間的相關性，採用現場問卷發放，共發放350份，有效問卷回收281份，回收率80.29%，研究工具有顧客基本資料、行為意圖與科技接受模式量表問卷，並以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析和一般多元迴歸分析進行資料處理分析。研究結果如下：
一、使用自助服務科技顧客以男性、年齡層在25-34歲、教育程度為大專，以一般職員為主要之使用族群。
二、不同「教育程度」與「職業別」的顧客在「行為意圖」上呈現顯著差異。
三、「認知有用性」、「認知易用性」與「行為意圖」間呈現顯著的正相關。
四、「認知有用性」、「認知易用性」對「行為意圖」具有顯著的解釋力。
本研究建議業者可增加自助服務科技使用誘因並針對顧客主要需求持續改善功能，以增加顧客之使用意願，進而提升顧客對於場館服務品質。

關鍵字

創新服務 ； 自助櫃檯 ； 認知有用 ； 認知易用

並列摘要

In a competitive market, every second counts. With the rapid development of information technology and internet of things, all industries have been trying to spend less time on customer service and enhance service quality. To optimize working efficiency, Self-Service Technologies (SSTs) are coming up in this generation and have been popularized. Sports industry is no exception. Despite SSTs in sports centers, most service still counts on staff and websites which are necessarily instant or accurate. Also due to insufficient work force, all sports centers must consider a way to enhance service quality and give out quick and accurate information. To this, “Self-Service kiosk” is one possible solution. This study was based on Technology Acceptance Model (TAM) and conducted in Taipei City Neihu Sports Center where a self-service kiosk called “i.Sports” was examined. To understand the relationship between customers’ perceived usefulness, perceived ease of use, and behavioral intention, a questionnaire was conducted and delivered right after use. Among 350 questionnaires, 281 were effective and the response rate was 80.29%. The methodology included customers’ personal information, behavioral intention, and the TAM questionnaire. A descriptive statistics, independent T-test, one-way analysis of variance, Pearson correlation, and multiple regression analysis were adopted. The findings are presented below.
1.Men aged 25-34 mostly use SST. Their education background is college/university and they are general employees.
2.A significant difference of behavioral intention is found between different educational backgrounds and occupations.
3.A positive correlation is found between perceived usefulness, perceived ease of use, and behavioral intention.
4.Perceived usefulness and perceived ease of use are significant predictive indicators for behavioral intention.
This study suggests all industries increase incentives of using SST and continue making improvements to meet customers’ needs. That way, customers will become more willing to use SST and centers’ service quality, then, will be greatly improved.

並列關鍵字

innovative service ； self-service kiosk ； perceived usefulness ； perceived ease of use

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