| 摘要: | 隨著資訊科技的迅速發展，e化服務技術日漸普及，航空公司
開始廣泛使用各種e化服務，藉以提昇品牌形象及服務品質。面對全球航旅量不斷成長及高營運成本雙重壓力下，自助報到服務被視為可以疏解航旅需求及節省成本的利器，也是目前全球航空業的發展趨勢。
桃園國際機場於2011年3月正式啟用了CUSS，希望藉以取代部份人工劃位，縮減臨櫃等候線，改善服務流程及提昇機場國際競爭力。然而，航空公司於推廣使用自助報到之過程中，旅客仍會考慮是否能節省時間、更方便快速地完成報到；同時也會觀察其他旅客使用後之效益、媒體報導或航空公司文宣推廣等，諸多個人或外部之因素影響其使用意願。故本研究歸納出四個主要影響自助報到使用意願之因素來探討，包括認知成本、期望效益(個人因素)、主觀規範及關鍵多數(外部影響)，據以建立研究架構、假說與問卷設計，並於桃園機場進行問卷調查，收集相關資料後，使用Smart PLS軟體分析資料。研究結果顯示，除主觀規範對使用意願無顯著影響外，其餘認知成本、期望效益與關鍵多數等對自助報到之使用意願皆有顯著影響。希望能藉此了解旅客需求，提供航空業或桃園機場公司推廣自助報到應用之策略參考。
With the rapid development of information technology, e-services technology becomes increasingly pervasive, airlines began using a wide variety of e-services, in order to enhance the brand image and service quality. Steady growth in the face of the Global Aviation Brigade and higher operating cost pressures, self-registration service is considered to solve air travel demand and cost-saving , is currently the development trends of the global aviation industry.
Taoyuan International Airport was officially launched CUSS in March 2011, in order to replace some of the artificial zoned bit reduced over the counter waiting line, improve service processes and enhance the international competitiveness of the airport.
However, airlines in the process of promoting the use of self-check-in, the passenger is still considering whether to save time, more quickly and easily complete the check-in; but also to observe the effectiveness of other passengers after use, the media reports or airline propaganda and promotion, there are many of the individual or external factors that affect its intention of use . Therefore, this study summarized the four main factors of self- check-in to explore that affect the intention of use, including perceived costs, expected benefits (personal reasons), subjective norms and critical mass (external influences),according to establish a research framework, hypotheses and questionnaire design, and conducted a questionnaire survey in Taoyuan airport, collect relevant information, the analysis of data using the Smart PLS software.The results showed no significant influence in addition to subjective norms on the intention of use, the rest of the perceived costs, expected benefits and critical mass, such as the use of self-check-in significant influence the intention of use. Hope to understand passenger needs and provide the aviation industry or Taoyuan Airport company to promote the application of self-check-in policy reference. |
