請保持安全距離！——以延伸科技接受模式與自我決定理論探討旅客使用旅館自助服務機之影響因素

Abstract

人類接觸是感染COVID-19 的主要管道，許多商家期許結合無接觸式的自助服務科技，以降低感染風險。隨著近年臺灣勞動力短缺、旅館高離職率與自助服務科技蓬勃發展的影響，許多旅館已逐漸引入自助服務機以因應員工短缺的問題。本研究之重要性為首篇探討國內旅館自助服務機之研究，以延伸科技接受模型 (Extension of Technology Acceptance Model, ETAM) 與自我決定理論 (Self-determination theory, SDT) 為架構。透過過往文獻建構11個構面 (認知有用性、認知易用性、使用態度、互動需求、認知風險、認知有趣性、認知創新、自主性、勝任感、關聯感與再訪意願)、66題問卷題項，經由十位異質性專家修正後，以立意抽樣的方式於2022年2月22日至4月4日於網路社群平台發放正式問卷，以立意抽樣的方式對受試者進行使用經驗篩選。共回收601份有效問卷 (79.3%)，使用SPSS23.0對資料進行敘述性統計分析與信度分析 (Cronbach’s α>.7)、AMOS24.0執行驗證性因素分析 (CR>0.6, AVE>0.5)、結構方程模型、中介效果和調節效果檢驗。 結果顯示，認知有用性、認知易用性、認知有趣性、勝任感將顯著影響使用態度；互動需求、認知創新、自主性、關連感、使用態度將顯著影響再訪意願。使用態度在認知易用性與再訪意願、認知有趣性與再訪意願、認知創新與再訪意願之間具有中介效果。在以旅客使用自助服務機的使用次數為調節變數之調節效果檢驗中，使用次數在勝任感與使用態度、自主性與使用態度、使用態度與再訪意願、認知易用性與再訪意願、認知創新與再訪意願、關聯感與再訪意願之中具有顯著調節效果。此研究結果證實旅館在設計自助服務機時的易用性與創新程度之重要性，故建議旅館可致力於提升軟硬體的易用度，讓使用者在操作上更加流暢與易於理解；亦可加入更多創新元素如沉浸式體驗、AR臉部識別、拍照打卡互動等功能至自助服務機當中，加強操作的刺激感受及沉浸感，將可對各個效果面提升整體效益。

With human contact being one of the main factors of infecting COVID-19, many businesses are expected to adopt self-service technology in order to reduce the infection risk. As Taiwan’s hotel industry is facing labor shortages and high turnover rates and the booming development of self-service technology, many hotels have gradually opted in the implementation of self-service kiosks. Therefore, this study aims to examine travelers’ attitudes towards using self-service kiosks and revisit intention by adopting the Extension of Technology Acceptance Model (ETAM) and Self-Determination Theory (SDT) as a framework.The instrument consists of 11 variables (Perceived Usefulness, Perceived Ease of Use, Use of Attitude, Need of Interaction, Perceived Risk, Perceived Enjoyment, Perceived Innovation, Autonomy, Competence, Relatedness and Revisit Intention) and 66 questions, which were cited from previous literature and revised by ten heterogeneous experts. This study distributed the formal questionnaire via online social platform with purposive sampling from 22, Feb to 4 Apr, 2022. A total of 601 valid questionnaires (79.3%) were returned. The demographic data and reliability (Cronbach's α>.7) was analyzed using statistical software SPSS 23.0.Additionally, AMOS 24.0 was used to examine the validity (CR>0.6, AVE>0.5), structural equation modelling (SEM), mediation and moderating effects. The results showed that Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, and Competence had positive and significant effects on Use of Attitude; Need of Interaction, Perceived Innovation, Autonomy, Relatedness, and Use of Attitude had positive and significant effects on customers’ Revisit Intention. Use of Attitude mediates between Perceived Ease of Use and Revisit Intention, Perceived Enjoyment and Revisit Intention, and Perceived Innovation and Revisit Intention. In terms of moderating effects, the results inferred that there were significant moderating effects of using times between Competence and Use of Attitude, Autonomy and Use of Attitude, Use of Attitude and Revisit Intention, Perceived Ease of Use and Revisit Intention, Perceived Innovation and Revisit Intention, and Relatedness and Revisit Intention.This study suggested that hotels should focus on the user-friendliness of the kiosks software and hardware so that users can operate more smoothly and easily. More innovative elements such as immersive experience, AR facial recognition, and photo-punching interaction can be added to the kiosks to enhance the stimulation and immersion of the operation which will improve the overall effectiveness of each aspect.