航空旅客對自助報到服務之接受行為研究

An Investigation of Passenger's Intention to Use Technology-Based self Check-in Service

凌珮娟(Pei-Chuan Ling)

指導教授 ： 呂錦隆

長榮大學/管理學院/航運管理研究所/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00066

摘要

隨著科技進步，許多企業轉而利用資訊科技取代傳統由人員所執行之服務傳遞。而航空業亦不例外，在面對未來航空旅客可能會增加情況下，航空公司除需面對節省成本外，另一方面又需縮短旅客等候時間，因此KIOSK自助報到便成為近幾年航空公司主要推行之服務項目之ㄧ。然而觀察到國內航空公司及旅客對於KIOSK之推動及接受度均不及歐美地區，是故，本研究之主要目的即在了解旅客對KIOSK之接受態度，以及探討影響其使用意圖之因素。
而為具體量化分析旅客對KIOSK之接受行為，本研究以科技接受模式為研究架構，並參考相關文獻及與航空公司主管訪談結果，提出包括旅客知覺行為控制、KIOSK服務品質、旅客知覺使用風險、人員服務偏好等在內之延伸架構，並發展衡量量表，進而蒐集資料及進行模型分析。本研究之研究對象包括國內線航空旅客及國際線航空旅客，有效樣本各為337份及307份。分析模式方法則是運用結構方程模式來驗證航空旅客對KIOSK接受度之因果關係模式。
分析結果顯示，「態度」為影響航空旅客使用KIOSK之一個相當關鍵的影響變數。此外，國內線及國際線旅客對於是否可以掌控或獨自順利地完成KIOSK之操作(知覺控制能力)、使用KIOSK之服務品質及外部情境之影響等，亦為決定航空旅客使用KIOSK與否之重要影響變數。是故，航空公司未來若持續推廣KIOSK，必須先扭轉航空旅客對於KIOSK之觀感，再針對本研究所發現之關鍵影響變數進行適合之行銷策略與服務策略之研擬，以提高KIOSK之使用率。最後，本研究此次調查分析對象以台灣地區航空旅客為主，未來期望可對KIOSK分佈較多之地區之旅客使用行為(例如歐美地區)進行調查，以利分析比較；另外，本研究亦建議未來亦需擴及具有實際使用經驗之旅客為研究對象，以進一步了解其實際接受行為。

關鍵字

航空旅客 ； 自助報到服務 ； 科技接受模式 ； 結構方程式

並列摘要

Due to the advance of technology, self-service aided by information technology is altering the way of service delivery. In airline businesses, technology-based self check-in service (KIOSK) has been proved effectively to shorten a passenger’s check-in time and diminish the staff operating cost of airlines. However, compare with western countries, the KIOSK hasn’t been applied widely in most eastern countries and the adoption rate of airline passengers toward KIOSK is quite low. The purpose of the study is to investigate passengers’ attitudes toward this technology-based self check-in service and explore the impact factors on passengers’ intentions to use the service.
Based upon the theory of Technology Acceptance Model (TAM), the findings of past related literatures and opinions of airline managers, this study proposed a research model that extra takes perceived behavioral control, perceived service quality, and need for employees’ service, etc. into consideration. Furthermore, the structural equation modeling (SEM) was employed to test the research model. An empirical study was conducted by using the data from domestic airline passengers as well as international airline passengers. Totally, this study got 337 passengers from domestic flights and 307 passengers from international flights.
This study found that attitude is the most important determinants of intention to use technology-based self check-in service. In addition, perceived service quality, perceived behavioral control and external variables are also the key factors that impact passengers on the intention to use technology-based self check-in service.
Moreover, this study suggested that, in the future, it should implement a study to compare the adoption behavior of Taiwanese passengers with western passengers. Also, it should take more passengers who have ever used KIOSK into account for further analysis.

並列關鍵字

Airline Passengers ； Technology based self check-in service ； Technology Acceptance Model ； Structural equation modeling

參考文獻

張紹勳，兩性採用資科技之徑路比較，管理評論，第21卷，第4期，民國九十一年，19-45頁。

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