航空社 Self-Service Technology 持續使用 意圖에 관한 硏究

Exploring Antecedents Affecting Continued use of Airlines’ Self-Service Technology

Advances in technologies have allowed service providers to incorporate various technologies into the delivery of their service. These technologies have been implemented in the service encounter for the customer to use by many airlines recently. This study aims to address types of SST in airline industry and to examine the characteristics of airline SST and personal characteristics that affect consumer attitudes, customer value and continued use. The characteristics of airline SST were classified into usefulness, control, cost/time saving and personal characteristics were consisted of innovation and self-efficiency. Findings from the empirical test as follows. First, continued use of airlines ’ SST is achieved when the customer finds the SST cost/time saving, controllable, useful. Second, self-efficiency has positive influence on customer value and attitude while innovation was not statistically significant on customer value. Third, customer attitude toward airline SST and customer value have positive influence on continued use.