Self-service technology adoption by air passengers: a case study of fast air travel services in Taiwan

Abstract

Self-service kiosks have become increasingly visible at airports. To date, however, research has not fully investigated air travelers’ perceptions of fast air travel services and the factors influencing air travelers’ intentions to adopt fast air travel services. Filling this gap and built upon the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) model, the present study proposed an integrated model featuring the relationship among perceived benefits of fast air travel services, perceived ease of use, perceived usefulness, perceived behavioral control, attitude, subjective norm, and adoption intentions. Using the mall intercept approach, a survey research project was conducted at an international airport in Taiwan, and a total of 582 valid responses were obtained. Empirical findings reveal that the perceived benefits of fast air travel services could be further categorized into six benefits: document scanning, bags to go, flight rebooking, self-boarding, bag recovery, and self-check-in. Meanwhile, the perceived benefits of fast air travel services positively and significantly influence perceived behavioral control, perceived ease of use, and perceived usefulness. Perceived ease of use positively and significantly influences the perceived usefulness of fast air travel services. Moreover, perceived usefulness predicts air travelers’ attitudes toward and intentions to use fast air travel services. Perceived behavioral control positively influences adoption intentions. The theoretical contributions and managerial implications are discussed at the end of this paper. 儘管自助式服務亭在機場的能見度日漸普及，然而，迄今尚無相關研究可以完整呈現航空乘客對於快速旅遊服務的認知，以及影響乘客採用快速旅遊服務的因素之相關研究。為了填補此一研究缺口，本研究以科技接受模式（TAM）與計畫行為理論（TPB）為基礎，提出一個涵蓋知覺快速旅遊服務利益、快速旅遊服務易用性、快速旅遊服務有用性、知覺行為控制、態度、主觀規範與行為意圖等構念關係之整合性架構。透過商場攔截方式問卷調查法，本研究於臺灣桃園國際機場共計收取582份有效問卷。實證分析結果顯示知覺快速旅遊服務利益可進一步區分成六大因子，分別是：文件掃描、行李自助貼標籤、飛機改期重新訂位、自助登機、行李回報、以及自助報到。同時，研究結果亦顯示，知覺快速旅遊服務利益正向顯著影響知覺行為控制、快速旅遊服務易用性與快速旅遊服務實用性。快速旅遊服務易用性正向顯著影響快速旅遊服務有用性。此外，快速旅遊服務實用性對於航空乘客對快速旅遊服務的態度與使用意圖亦存在顯著的影響。知覺行為控制也正向顯著影響行為意圖。最後，本研究亦針對理論貢獻與管理意涵進行討論。