乘客於機艙內使用行動裝置之研究：解構式計畫行為理論之應用

Abstract

本研究以解構式計畫行為理論為基礎，旨在探討乘客於機艙內使用自攜行動裝置之現況與行為意圖，並進一步探討影響行為意圖之因素及各變項間的關係，以桃園國際機場及松山機場之臺籍旅客為研究對象，採立意抽樣方式進行問卷調查，先透過預試建構本研究量表之信效度，正式施測獲得有效樣本共546份，透過SPSS 22.0軟體，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以及一般多元迴歸進行資料處理與分析。本研究所得結果如下：一、不同搭機頻率之旅客在態度、主觀規範、知覺行為控制及行為意圖上皆有顯著差異；不同搭機目與搭乘航線之旅客在知覺行為控制上有顯著差異。二、知覺有用性、知覺易用性、相容性對態度皆有正向顯著影響，以知覺有用性最具影響力，三者對態度有顯著的預測能力。三、同儕影響、上級影響對主觀規範皆有正向顯著影響，同儕影響具有較高的影響力，兩者對主觀規範有顯著的預測能力。四、自我效能、助益條件對知覺行為控制皆有正向顯著之影響，自我效能的影響力高於助益條件，兩者對知覺行為控制有顯著的預測能力。五、態度、主觀規範、知覺行為控制對行為意圖皆有正向顯著影響，以態度的影響力最強，三者對行為意圖有顯著的預測能力。基於前述發現，本研究建議航空業者應以目標市場和營運模式作為定位依據，進而針對現有及未來機隊之軟硬體設備，評估其提供之機內娛樂服務功能是否符合目標市場乘客之使用需求、能否達到成本效益，甚至進一步產生額外收入。此外，建議未來研究可針對不同艙等、航點航線、飛航時間、航空公司經營模式、現有機隊與未來採購機種進行探討，在研究方法上則建議可透過結構方程式模型探討解構前置信念是否透過態度、主觀規範及知覺行為控制對行為意圖產生影響，而研究變項則建議將實際行為納入探討，也可將新興機內科技產品服務之娛樂性、科技創新性，以及消費者對航空公司的信任傾向等變項納入探討。

The purpose of this study was to investigate the factors that influence passengers’ intention of using the Personal Electronic Devices during their flight based on the decomposed Theory of Planned Behavior (DTPB) model. A self-administrated questionnaire had been developed and samples were collected through a convenient sampling method at Taoyuan International Airport and Songshang Airport. 546 valid questionnaires were collected and analyzed based on descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis using SPSS 22.0 software. The research results showed that the passengers with different flight frequency have significant differences on attitude, subjective norms, perceived behavior control and behavioral intention. The passengers with different trip purpose and on different route have significant differences on perceived behavior control. The results of the DTPB model revealed that, first, the paths from perceived usefulness, ease of use and compatibility to attitude are significant, and three antecedents were significant indicators for attitude. Second, the paths from both peer influence and superior influence to subjective norms are significant, and both were significant indicators for subjective norms. Third, the paths from self efficacy and facilitating conditions to perceived behavioural control are significant, and both were significant indicators for perceived behavioural control. Last but not least, the paths from attitude, subjective norms and perceived behavioural control to behavioural intention are significant, and three variables were significant indicators for behavioural intention. In conclusion, the practical implications for carrier and theoretical suggestions for future research are discussed based on the results of the study.