運用科技接受模式探討澎湖機場旅客使用自助報到服務之行為意向－兼論信任之調節效果

Using Technology Acceptance Model to Explore the Use of Kiosk Check-in for Tourists at Penghu Airport: Moderating Effect of Trust

蔡孟璇(Meng-Hsuan Tsai) ； 王志宏(Chih-Hung Wang)

《休閒產業管理學刊》 14卷1期 (2021/03) Pp. 25-44

https://doi.org/10.6213/JLRIM.202103_14(1).0002

摘要

機場管理單位與航空公司不斷推廣自助報到服務系統，惟至迄今未能普遍受到旅客青睞。本文擬以位處高度仰賴空運之離島之澎湖機場做為研究基地，運用科技接受模式並再納入信任做為調節變數探討旅客對於使用自助報到服務之行為意向。本文藉由問卷調查獲致有效問卷371份。實證結果指出，知覺易用性正向影響知覺有用性、態度以及行為意向；知覺有用性亦對態度與行為意向具有正向影響；態度亦對行為意向具有正向影響。此外，實證結果亦同證實，信任對於知覺有用性與態度，以及知覺易用性與態度之關係具有顯著之調節效果。本文亦依研究結果提出管理意涵與未來研究建議。

關鍵字

科技接受模式 ； 自助報到服務 ； 信任 ； 行為意向 ； 澎湖機場

並列摘要

Airports and airlines are gradually promoting the system of self-service check-in. However, it has not received enough attention from the travelers. This study adopted the Penghu Airport, which located on outlying island that highly depends on air transportation, as our study case. This study employed the Technology Acceptance Model (TAM) and included the trust as a moderator to discuss the behavioral intentions of travelers for self-service check-in. A total of 371 valid questionnaires were collected. The empirical results suggested that perceived ease of use positively affected perceived usefulness, attitude, and behavioral intention. Perceived usefulness also had a positive effect on attitude and behavioral intention. Attitude also positively affected behavioral intention. Furthermore, empirical results also suggested that trust had significant moderating effects on the relationships between perceived usefulness and attitude and perceived ease of use and attitude. Managerial implications and future research directions were also proposed according to the results of this study.

並列關鍵字

Technology Acceptance Model (TAM) ； self-service check-in ； trust ； behavioral intention ； Penghu Airport

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