Effects of Perceived Benefits and Perceived Costs on Passenger's Intention to Use Self-ticketing Kiosk of Taiwan High Speed Rail Corporation

概要

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Firms are incorporating self-service technologies into their operations, which result cost savings. But the cost savings cannot be accomplished unless customers embrace and use these new services. Taiwan High Speed Rail Corporation (THSRC) collaborated with 7-Eleven for the self-ticketing system-ibon. But the utilization was not as expected. Thus, this study was exploring the factors which influence THSR passenger's acceptance toward ibon ticketing system. We apply and extend the technology acceptance model (TAM) to determine the external variables of intention to use self-ticketing system. We added four key constructs (two related to perceived benefits and two related to perceived costs) as external variables to the TAM. Further apply structural equation modeling to test the predictions, the research results showed that the perceived benefits (monetary benefits and non-monetary benefits) and perceived costs (monetary costs and non-monetary costs) had influence on the intention to use ibon. This study also proposed some managerial implications and suggestions for future research.