華籍旅客對網路預辦登機使用阻礙之研究

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Title:	華籍旅客對網路預辦登機使用阻礙之研究
Other Titles:	An Empirical Study on Chinese Passengers' Incompetence of Web Check-in Procedures
Authors:	楊政樺;何芯如;紙矢健治 Yang, Cheng-Hua;Ho, Hsin-Ju;Kenji Kamiya
Contributors:	國立高雄餐旅大學航空暨運輸服務管理系;國立高雄餐旅大學旅遊管理研究所;日本德山大學經濟學部
Keywords:	科技基礎服務;羅序模式;網路預辦登機 Technology-Based Services;Rasch Model;Web Check-in
Date:	2011-12-01
Issue Date:	2014-01-02 13:25:45 (UTC+8)
Publisher:	南華大學旅遊管理學系旅遊管理碩士班
Abstract:	「網路預辦登機」是現今國際航空界推行「科技基礎服務」被廣泛使用的策略之一。它是透過網路技術提供顧客獨立操作，非僅能節省旅客排隊等候報到劃位時間，更有助於航空公司精簡商務作業成本及航空站規劃樓地板面積之用。本研究應用計量心理學用於衡鑑潛在特質的羅序模式，將調查所獲得之順序尺度資料轉換成等距尺度後，進行個別使用者在使用網路報到過程中所面臨之各種阻礙感認能力的評估，並在同一量尺的比較基礎下觀察各種阻礙型態之相對難度。實證得知，阻礙程度依序為「網路預辦登機系統服務之品質穩定」、「網路預辦登機系統服務之即時回應良好」與「網路預辦登機系統服務之操作說明充足」，顯示系統設計仍有待改善。此外，羅序模式亦提供圖像概念從事受測者的能力與問項難度的參照比較，以進行感認能力和問項難度的交叉觀察。綜上，本研究提出四項建議：1.研擬適當的服務策略。2.增強使用者認知易用性。3.結合數位化流程說明。4.架設線上客服中心。最後針對研究結果所觀察之現象，研擬修正現有網路預辦登機系統之設計，期能有效提昇科技基礎服務的效率與品質，以提供旅客更流暢的使用體驗。 “Web Check-in” nowadays is one of the strategies of "technology-based services" used widely at the international aviation industry. It provides clients operation on their own independently through the Internet which can not only save time while passengers are waiting in line for check-in, but also help air lines to save business operation costs and help airports manage the use of terminal areas effectively. This research applied Rasch model, which is commonly used to measure Latent traits in psychometrics, for data analysis, converted the data of ordinal scales obtained from the surveys to interval scales, evaluated the barriers of the self-perceived ability of individual users during the process of Web Check-in, and observed the respective degree of difficulty of barrier types based on the comparison of the same scale. The empirical results indicated that, the barriers were in order of “the Web Check-in System is of good quality”, “the instant responses of the Web Check-in System service are very good”, and “there are sufficient instructions for the Web Check-in System service”, indicating that the design of the system service needs improvements. Furthermore, the Rasch model provided a comparison between the respondents’ ability in image concept tests and the degree of difficulty of questions, and conducted cross-observation of self-perceived ability and the degree of difficulty of questions. Moreover, this research compares the differences between the abilities of respondents based on their demographic characteristics. The following four suggestions are given based on the above: 1) design suitable service strategies; 2) increase the level of perceived ease of use of users; 3) the instruction of digital process; 4) to set up the customer service center on the internet. Finally, the design of current Web Check-in System has been modified, based on the observation of this research, in order to effectively increase the efficiency and quality of technology-based services, and provide passengers with more successful user experience.
Relation:	旅遊管理研究 9卷1期
Appears in Collections:	[The Journals of Nanhua University ] Tourism management research [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Tourism management research

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