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A Study of Passengers’ Behavioral Intention toward In-flight PED Usage: Application of the DTPB

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106 1

(2)

iii

2017 1

546 SPSS 22.0

t

(3)

A Study of Passengers Behavioral Intention toward In-flight PED Usage:

Application of the DTPB

January 2017

Author: Tsai, Yi -Lin Advisor: Chen, Mei-Yen

Abstract

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.

Key words: attitude, subjective norms, perceived behavioural control, inflight service, civil aviation law

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v

103 104

20

2017.01.20

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... i

... ii

... iii

... iv

... v

... vi

... viii

... xi

... 1

... 3

... 4

... 5

... 8

... 15

... 26

... 38

(6)

vii

... 39

... 40

... 41

... 42

... 57

... 58

... 66

... 72

... 80

... 83

... 86

... 91

... 104

... 107

(7)

2-1 ... 11

2-2 ... 12

2-3 ... 12

2-4 ... 24

2-5 ... 33

3-1 ... 43

3-2 ... 44

3-3 ... 45

3-4 ... 47

3-5 ... 48

3-6 ... 49

3-7 ... 49

3-8 ... 50

3-9 wifi ... 50

3-10 wifi ... 50

3-11 ... 51

3-12 ... 52

3-13 ... 52

3-14 ... 53

3-15 ... 53

3-16 ... 54

3-17 ... 54

(8)

ix

3-19 ... 55

3-20 ... 56

4-1 ... 60

4-2 ... 61

4-3 ... 62

4-4 ... 63

4-5 ... 63

4-6 wifi ... 64

4-7 wifi ... 64

4-8 wifi ... 64

4-9 wifi ... 65

4-10 ... 66

4-11 t ... 67

4-12 ... 68

4-13 ... 69

4-14 t ... 70

4-15 t ... 71

4-16 ... 72

4-17 ... 73

4-18 ... 75

4-19 ... 76

(9)

4-20 ... 77

4-21 ... 78

4-22 ... 80

4-23 ... 81

(10)

xi

2-1. ... 13

2-2. ... 16

2-3. ... 17

2-4. ... 20

2-5. ... 22

3-1. ... 39

3-2. ... 40

(11)

( 2012 2015

2013)

check-in check-out (Castillo-Manzano &

López-Valpuesta, 2013; Lin & Hsieh, 2011)

(Federal Aviation Administration, FAA) 2013 10

(European Aviation Safety Agency, EASA) 2014 2

(IATA, 2014a) ( ) 2015 11

(International Air Transport Association, IATA)

2012 2015

(12)

2

(IATA, 2012, 2013, 2014b, 2015a)

(IATA, 2015b)

(Skift, 2016)

(Garcia, 2016a; IATA, 2016a)

IATA (2015a; 2016b) 2016

51% 2015 12%

2015 IATA (Qatar Airways)

Al-Baker

(IATA, 2015b)

Ajzen 1985 (the Theory of Planned Behavior, TPB)

(Ajzen & Driver, 1992)

Taylor Todd (1995) (the Decomposed Theory of

Planned Behavior, DTPB)

(13)

( 2012 Taylor & Todd, 1995)

(14)

4

?

(15)

Ajzen (1985) Taylor Todd (1995)

(perceived usefulness, PU)

(Taylor & Todd, 1995)

(perceived ease of use, PEU)

(Taylor &

Todd, 1995)

(16)

6

(compatibility, C)

(peer influence, PI)

(superior influence, SI)

(self efficacy, SE)

(facilitating conditions, FC)

( )

(attitude toward the behavior, AT)

(Ajzen, 1991)

(17)

(subjective norms, SN)

(Ajzen, 1991)

(perceived behavioral control, PBC)

(Ajzen, 1991)

(behavioral intention, BI)

(Ajzen, 1991)

(passenger portable electronic devices, PEDs)

1045011510

(medical portable electronic devices, M-PED) AED

( ) (transmitting portable electronic devices, T-PED)

( ) (non-transmitting portable electronic devices, Non-TPED)

wifi

( 2015a)

(18)

8

(

2015 2015

2015 2014)

2014 1,600

73.4% 1,525 32% 665

28% ( 2015 2015)

2013

(IATA, 2014a) 2015 11

Airline

Passenger Experience Association (APEX) Consumer Electronics Association (CEA)

2013 99%

69%

40%

(19)

(APEX, 2013)

IATA (2012, 2013, 2014b, 2015a, 2016b)

2012 2015

wifi 2015

2015 2014 39% 2016

2015 12%

APEX 2015 3,500

71%

45% 43%

30% 23% MP3 17%

22% 17%

38% 16%

( 48%)

( 42 %) email ( 36 %) ( 24 %)

(16%)

(May, 2016)

1961 (Trans World Airlines)

1975 1991

(20)

10

Schawalder (2014)

(Emirates) (Qatar Airways)

wifi

wifi Schawalder (2014)

wifi (Baird, 2016;

Inmarsat, 2016; Schawalder, 2014) Schawalder (2014)

wifi wifi

wifi

wifi 60%

wifi First Source 2,000 wifi

50% wifi

32% wifi 13% wifi

email (May, 2012) Inmarsat (2016)

(21)

83%

email

67% wifi wifi

Lu Lai (2014) wifi

40% wifi wifi

6 48 13

wifi

2013

(IATA, 2014a)

2015 6

2015 11

( 2015b)

2-1

2-2 2-3

2-1

(22)

12

2-2

1. (transmitting portable electronic devices, T-PED)

2. (non-transmitting portable electronic devices, non-TPED)

wifi

3. (medical portable electronic devices, M-PED)

AED

2-3

2015 11

2-1

(23)

2-1.

wifi Eazyjst MaCall wifi

(Garcia, 2016b)

( 2012 Castillo-Manzano & López-Valpuesta, 2013; Martin, Roman,

& Espino, 2011; Schawalder, 2014; Seelhorst & Liu, 2015; Yang, Lu, & Hsu, 2014)

(2009)

(24)

14

Pakdil (2007)

Ong Tan (2010)

Castillo-Manzano López-Valpuesta (2013)

(2012)

Yang (2014)

(Willingness to

Pay, WTP) Martin (2011)

Schawalder (2014)

wifi wifi

email wifi

(25)

(the Decomposed Theory of Planned Behavior, DTPB)

Taylor Todd (1995) Ajzen (1985) (the Theory

of Planned Behavior, TPB) Davis (1989)

(Technology Acceptance model, TAM)

( 2011 Ahmed &

Ward, 2016a)

Fishbein Ajzen (1975) (Theory of

Reasoned Action, TRA)

Ajzen (1985)

Ajzen

Ajzen (1991)

Taylor Todd (1995)

( 2014 2012 Adhmed &

Ward, 2016; Lai, 2016; Sadaf, Newby, & Ertmer, 2012, 2016)

(TRA) (TPB) (TAM)

(DTPB)

(26)

16

(TRA)

Fishbein Ajzen (1975)

(behavior) (behavior intention)

(Attitude)

(subjective norms) (Ajzen, 1985)

2-2

2-2.

Bandura (1986, 1997) (Social Cognitive Theory)

Davis (1989) (Technology Acceptance Model, TAM) Fisher

Fisher (1992) - - (Information-motivation-behavioral Skills

Model, IMB) Rosenstock, Strecher, Becker (1994) (Health Belief

Model, HBN) Locke Latham (1994) (Goal Setting

Theory) (Ajzen, 2012)

(

) Ajzen (1985)

(27)

(TPB)

Ajzen (1985, 1991, 2011, 2012)

Ajzen (1989, 2005)

( 2016)

Ajzen Madden (1986)

2-3

2-3.

(28)

18

( ) (attitude toward the behaviour, AT)

(Fishbein &

Ajzen, 1975)

(behavioral beliefs) (outcome evaluation)

AT

bi i

ei i

n

( ) (subjective norms, SN)

(normative beliefs) (motivation to comply)

SN

ni i

mi i

n

(29)

( ) (perceived behavioral control, PBC)

(control beliefs)

(perceived power)

PBC

ci i

pi i

n

(Gaffar, Singh, &

Thomas, 2012; Knabe, 2012; Sadaf, et al., 2012) (Ajzen & Manstead, 2007;

Leyland, Van Wersch, & Woodhouse, 2013) (Smith et al., 2007) (Kautonen, Van Gelderen, & Tornikoski, 2013; Nishimura & Tristan, 2011)

(Al Maskari, 2015)

(Al-Ajam & Nor, 2013; Al-Majali & Mat, 2010; Nasri & Charfeddine, 2012; Yousafzai, Foxall, & Pallister, 2010) (Sentosa & Mat, 2012)

(Baker & White, 2010; Leng, Lada, Muhmmad, Ibrahim, & Amboala, 2011)

(Knob, 2012; Yousafzai et al., 2010)

(Al Maskari, 2015) Davis (1989) Taylor Todd (1995)

(30)

20

(TAM)

(TAM) Davis (1989)

(

2015 2012 2014 2015 Ahmed

& Ward, 2016a; Al Maskari, 2015)

Davis (1989)

(perceived usefulness, PU) (perceived ease of use, PEU) ( 2014 Ahmed & Ward, 2016a; Davis, 1989) Davis (1989)

( 2015

2012 2014 2011 Ahmed & Ward, 2016a; Davis,

1989)

Davis (1989)

(external variables) ( 2015 2011 Szajna, 1996; Venkatesh

& Davis, 1996)

2-4

2-4.

(TAM)

(Humaidi & Balakrishnan, 2013; Leng, et al., 2011; Nasri &

Charfeddine, 2012; Sentosa & Mat, 2012)

( 2015) Taylor Todd (1995)

(DTPB)

(31)

(DTPB)

Taylor Todd (1995)

(monolithic belief) (multi-dimensional belief constructs)

(Ahmed & Ward, 2016b) Ajzen (1991)

(unidimensional)

Taylor Todd (1995)

(Taylor & Todd, 1995) Taylor Todd (1995)

2-5

(32)

22

2-5.

( )

Davis (1989)

(percevied usefulness, PU) (percevied

ease of use, PEU) ( 2012) Rogers (1983)

(perceived characteristics of an innovation)

(Hoffer & Alexander, 1992; Moore & Benbasat, 1991)

(relative advantage) (complexity) (compatibility) (Taylor & Todd, 1995; Tornatzky

& Klein, 1982)

2-4

(33)

( )

(Burnkrant &

Page, 1988; Oliver & Bearden, 1985; Shimp & Kavas, 1984; Taylor & Todd, 1995) Taylor Todd (1995)

2-4 ( )

Ajzen (1985, 1991)

Ajzen (self-efficacy)

(Bandura, 1997) Triandis (1979) (facilitating

conditions)

(Taylor &

Todd, 1995)

2-4

(34)

24

2-4

Davis (1989);

Taylor & Todd (1995) Davis (1989);

Taylor & Todd (1995)

Rogers (1983);

Ajzen (1985, 1991);

Bandura (1997);

( )

Ajzen (1985, 1991);

(35)

Taylor Todd (1995) (TAM) (TPB) (DTPB)

(DTPB)

Taylor Todd (1995) (DTPB)

(TPB)

Taylor Todd (1995)

(DTPB) (TPB)

(36)

26

Taylor Todd 1995

(TRA) (TPB) (TAM) (DTPB)

( 2011 Adhmed & Ward, 2016; Huh, Kim, & Law, 2009; Lai, 2016)

Davis (1989)

Rogers (1983) Taylor Todd (1995)

786

(TAM)

73%

(DTPB) 76%

( )

( 2012 2009 Bigné, Sanz, Ruiz, & Aldás, 2010; Lu, Yao, & Yu, 2005;

Lu, Zhou, & Wang, 2009; Mathieson, Peacock, & Chin, 2001)

(37)

Adhmed Ward (2016) 204 (e-Portfolio)

Sadaf

(2012) 286 Web 2.0

Sadaf (2016) Web 2.0

Lai (2016) Web 2.0

Chang, Chou, Yeh, Tseng (2016)

(2014) 199

(2013)

(2011) GPS

GPS

GPS (2016)

(38)

28

( ) (perceived ease of use, PEU)

(TAM)

(DTPB)

( 2015 2007 Hartshorne &

Ajjan, 2009) Kim, Kim, Shin (2009)

Cheng Cho (2011)

Lee, Park, Kwon, del Pobil (2015)

Al-Ghaith

(2016) 657

Hsieh, Lee, Lin (2016)

(2013) Galileo

( )

( 2014 2007 Ajjan

& Hartshorne, 2008; Hartshorne & Ajjan, 2009; Huh et al., 2009; Sadaf et al., 2012) Chen (2007)

Hopkins, Tate, Sylvester, Johnstone (2016)

(39)

89%

(2012) 227 MOODLE

Web 2.0

MOODEL Web 2.0

(2015) 283 Google

Taylor Todd (1995)

( )

( 2013 2015 2007 Adhmed & Ward,

2016; Ajjan & Hartshorne, 2008; Chen, 2007; Hartshorne & Ajjan, 2009; Hopkins et al., 2016; Sadaf et al., 2012, 2016)

Lai (2016) Web 2.0

(40)

30

Al-Ghaith (2016)

(2013)

(2012)

(2013) 218

( )

( 2013 2012 Ajjan & Hartshorne, 2008; Hartshorne & Ajjan, 2009)

(Sadaf et al., 2012, 2016)

Adhmed Ward (2016) e-Portfolio

e-Portfolio

(2014)

(2016)

(41)

Taylor Todd (1995)

( 2011 2014 2013 Hartshorne

& Ajjan, 2009; Hsieh et al., 2016)

( )

( 2015 Ajjan & Hartshorne, 2008; Hartshorne & Ajjan, 2009; Kim et al., 2009;

Hsieh et al., 2016) Adhmed Ward (2016)

Lai (2016) Web 2.0

Sadaf (2012)

(Al-Ghaith, 2016; Sadaf et al., 2016)

(2011)

GPS

(42)

32

(2015)

( )

(

2011 2014 2015 2015 Adhmed &

Ward, 2016; Hartshorne & Ajjan, 2009; Hopkins et al., 2016; Lai, 2016; Sadaf et al., 2016)

(2012)

(2013)

37%

(2016)

(43)

2-5 2-5

(2013)

218

47.4%

37.0%

20.9%

Taylor &

Todd (1995)

786

76.0%

69.0%

57.0%

Adhmed &

Ward (2016)

204

81.0%

73.0%

58.0%

(44)

34

2-5

( )

Lai (2016) 439 Web 2.0

75.6%

67.6%

56.4%

Sadaf et al.

(2016)

189 Web 2.0

79.8%

71.3%

33.3%

Hopkins et al. (2016)

386

89.0%

53.4%

43.3%

(45)

(TPB) (Ajzen, 2011)

(

2015 2013 2016

2012 2015

2012)

( 2013 2015

2012 2015 2010 Chen, Fan, & Farn, 2007;

Lee, 2009; Lee & Choi, 2009; Lu, Chou, & Ling, 2009; Pavlou & Fygenson, 2006; Quintal, Lee, & Soutar, 2010; Yeh & Lee, 2014)

Taylor Todd (1995) (DTPB)

( 2011

Adhmed & Ward, 2016; Huh, et al., 2009; Lai, 2016)

( )

(Bigné et al., 2010; Chen, 2007; Cheng & Cho, 2011) Hopkins (2016) Lai (2016) Sadaf (2016)

(2012)

(2015) Google

Adhmed Ward (2016)

(46)

36

( )

( 2011 2013 2012 Ajjan & Hartshorne,

2008; Sadaf et al., 2012) (

2015 2012 2013 Chang et al., 2016; Quintal et al., 2010;

Sadaf et al., 2016)

Chang (2012) 431

Garndon (2005) Kim (2009)

Sentosa Mat (2012) (2012)

Wii (2013)

(

2013 2013 2010 Al-Ghaith, 2016) Mace

(2009) 269 Facebook

Facebook Facebook

( )

(

2012 2010 Ahmed & Ward, 2016b; Ajjan & Hartshorne, 2008; Hartshorne

& Ajjan, 2009; Huh et al., 2009) (2011) (2012) (2013)

(47)

(Hsieh et al., 2016) (2015) Facebook

Fabcebook

Shiau Chau (2016)

Truong (2009) 310

Taylor Todd (1995)

60%

Lu (2009) 61% Huh (2009)

64% Sadaf (2012) Adhmed Ward 71%

(48)

38

Taylor Todd (1995)

(49)

3-1

(50)

40

3-2

3-2.

(51)

12

2015 77%

2015

51% ( 2016a 2016b 2016c)

(International Civil Aviation Organization, ICAO) 12

18 18

(ICAO, 2014) 12

12

2016 10 12 14

(2014) 3~5

10 30~50

(52)

42

2016 10 20 11 6

(2009) 95%

±5

Z = Z (95% )

p = ( .50)

d = ( ±5%)

384

600 546

91%

Ahmed Ward (2016a)

IATA (2015a) May (2016) APEX

(2015a) Chen (2007) Chang Liao (2010)

( )

Taylor Todd (1995) Ahmed Ward (2016a)

(53)

11

32 7 (7 1 )

.80 .91 3-1

3-1

(Cronbach s )

4 .91

Ahmed &

Ward (2016a)

4 .90

2 .85

2 .80

3 .80

3 .86

3 .85

3 .87

2 .87

3 .86

( )

IATA (2015a)

May (2016) APEX (2015a)

( ) wifi

wifi 6 3-2

(54)

44

3-2

1.

?

(1) (2)

(3)

(4) MP3 (5) (6)

(2015a) IATA (2015a);

May (2016) 2.

?

(1) (2)

(3)

(4) MP3 (5) (6) 3.

?

(1) (2)

(3)

(4) /

(5) ( )

(6) email

(7)

(8) (9) 4.

? (1) (2) 5.

wifi?

(1) (2) 6.

wifi ?

(55)

( )

Chen (2007) Chang Liao (2010)

(

) ( )

3-3 3-3

(1) (2)

Chang & Liao (2010);

Chen (2007) (1) 18

(2) 19-30 (3) 31-40 (4) 41-50 (5) 51-60 (6) 60

(3) ( )

(4) /

(5) /

(6) ( )

( )

(1) 20,000

(2) 20,001-40,000 (3) 40,001-60,000 (4) 60,001-80,000 (5) 80,001

(1) 2 (2) 3-5 (3) 6 ( ) (1)

(2) ( )

(1) (2)

(56)

46

(Exploratory Factor Analysis, EFA) (reliability analysis)

2016 10 12 14

120 110

32 6

7 ( )

( )

110 59 53.6%

51 46.4% 19 30 59

53.6% 31 40 40 36.4% 41 50

9 8.2% 56 50.9%

51 46.4% 3

2.7% 20,000 30 27.3%

20,001 40,000 29 26.4% 40,001

60,000 22 20.0% 2

49 44.5% 3 5 44 40.0%

6 17 15.5%

97 88.2% 13 11.8%

103 93.6% 7

6.4% 3-4

(57)

3-4

(N=110) (%)

51 46.4

59 53.6

18 1 0.9

19-30 59 53.6

31-40 40 36.4

41-50 9 8.2

51-60 0 0

61 ( ) 1 0.9

0 0

/ 3 2.7

/ 56 50.9

51 46.4

20,000 30 27.3

20,001-40,000 29 26.4

40,001-60,000 22 20.0

60,001-80,000 18 16.4

80,001 11 10.0

2 49 44.5

3-5 44 40.0

6 ( ) 17 15.5

13 11.8

( ) 97 88.2

103 93.6

(58)

48

( )

110

1.

3-5

107 45.5% 58 24.7%

39 16.6% MP3 22 9.4%

5 2.1% 4 1.7%

3-5

( )

(%)

107 45.5 1

58 24.7 2

39 16.6 3

MP3 22 9.4 4

5 2.1 5

4 1.7 6

235 100

2.

3-6

96 53.3%

28 15.6% 27 15.0% MP3 20

11.1% 5 2.8% 4

2.2%

(59)

3-6

( )

(%)

96 53.3 1

28 15.6 2

27 15.0 3

MP3 20 11.1 4

5 2.8 5

4 2.2 6

180 100

3.

3-7 78 22.6% 68

19.7% 53 15.4% 48 13.9%

37 10.7% 27 7.8% 20

5.8% email 12 3.5% 2 0.6%

3-7

( )

(%)

/ 78 22.6 1

68 19.7 2

53 15.4 3

48 13.9 4

37 10.7 5

27 7.8 6

20 5.8 7

email 12 3.5 8

(60)

50

4.

3-8

64 58.2%

46 41.8%

3-8

(N=110)

(%)

64 58.2

46 41.8

5. wifi

wifi 3-9

70 63.6% 40 36.4%

3-9

wifi (N=110)

wifi (%)

70 63.6

40 36.4

6. wifi

wifi 40

wifi 100 1,000

286 3-10

3-10

wifi

wifi ? ( )

100 1,000 286 185.5

(61)

( )

(EFA)

(Principal Component Analysis, PCA)

1 ( 2010)

1 .50

1.

KMO 0.88 1

759.85 (p<.05)

1 ( 3 ) 34.03%

27.71% 19.17% 80.91% 3-11

3-11

5 .76

6 .86

7 .90

8 .85

1 .83

2 .84

4 .76

9 .84

10 .81

3.06 2.49 1.72

(62)

52

(EFA)

( 1 2 4 )

( 5 6 7 8 ) ( 9 10 )

.80 3-12

3-12

1 2 4 3 .88

5 8 4 .90

9 10 2 .90

.90

2.

KMO 0.66 111.24

(p<.05)

35.53% 32.19%

67.72% 3-13

3-13

13 .63

14 .85

15 .74

11 .77

12 .89

1.78 1.61

(%) 35.53 32.19

(%) 35.53 67.72

(63)

(EFA) ( 11 12 ) ( 13 14 15 )

.60 3-14

3-14

11 12 2 .64

13 15 3 .66

.70

3.

KMO 0.81 1

327.69 (p<.05)

38.72% 35.41%

74.13% 3-15

3-15

19 ( ) .86

20 ( )

.89

21 .69

16 .50

17 . .91

18 .89

2.32 2.13

(%) 38.72 35.41

(64)

54

(EFA)

( 16 17 18 ) ( 19 20 21 )

.70 3-16

3-16

16 18 3 .76

19 21 3 .86

.86

4.

KMO 0.80 1

499.80 (p<.05)

30.24% 26.99% 24.66%

81.90% 3-17

3-17

22 .90

23 .88

24 .79

27 .70

28 .79

29 .92

25 .91

26 .89

2.42 2.16 1.97

(%) 30.24 26.99 24.66

(%) 30.24 57.24 81.90

(65)

(EFA)

( 22 23 24

) ( 25 26 ) ( 27 28

29 )

.80 3-18

3-18

22 24 3 .88

25 26 2 .90

27 29 3 .82

.87

5.

KMO 0.79 1

213.28 (p<.05)

83.97% 3-19

3-19

30 .90

31 .94

32 .91

2.52

(%) 83.97

(66)

56

(EFA)

30 31 32

.90 3-20

3-20

30 32 3 .90

3 ( )

(67)

SPSS 22.0 = .05

( )

(EFA)

( )

( ) (descriptive statistics)

( ) t (independent t-test)

( ) (one-way ANOVA)

( ) (P )

( ) (multiple linear regression analysis)

(68)

58

600

546 91% SPSS 22.0 for

Windows

2016 10 20 11 6

4-1 4-2 4-3 4-4 4-5 4-6 4-7

284 52%

262 48% (Chang & Liao, 2010; Del

Chiappa, Martin, & Roman, 2016; Lu et al., 2009; Wang & Hsu, 2016)

19-30 273 50.0%

31-40 205 37.5% 478 87.5%

41-50 48 8.8% 51-60 11 2.0% 61 ( )

5 0.9% 18 4 0.7%

( 2010

2009 Chang & Liao, 2008, 2009, 2010; Chen, 2007; Chen, 2013)

(69)

375 68.7%

152 27.8% 18 3.3%

1 0.2% (

2010 2009 Chang & Liao, 2009, 2010; Chen, 2013; Wang &

Hsu, 2016)

40,001-60,000 189

34.6% 20,001-40,000 133 24.4% 20,000

86 15.8% 60,001-80,000 82 15.0%

80,001 56 10.3% (

2014 2007)

259 47.4%

3-5 168 30.8% 6 119 21.8%

(Chang & Liao, 2009; Chen, 2007; Del Chiappa et al., 2016;

Wang & Hsu, 2016)

475 87%

71 13%

( 2015 Chang & Liao, 2009; Chen, 2007; Del Chiappa et al., 2016; Lu et al., 2009)

501 91.8%

45 8.2% Chen (2007) 2016 1

10 ( 2016a

2016b 2016c)

(70)

60

4-1

(N=546)

(%)

262 48.0

284 52.0

18 4 0.7

19-30 273 50.0

31-40 205 37.5

41-50 48 8.8

51-60 11 2.0

61 ( ) 5 0.9

1 0.2

/ 18 3.3

/ 375 68.7

152 27.8

20,000 86 15.8

20,001-40,000 133 24.4

40,001-60,000 189 34.6

60,001-80,000 82 15.0

80,001 56 10.3

2 259 47.4

3-5 168 30.8

6 ( ) 119 21.8

71 13.0

( ) 475 87.0

501 91.8

45 8.2

(71)

536 49.0% 215 19.7%

201 18.4% MP3 100 9.1% 27

2.5% 15 1.4%

4-2

( )

(%)

536 49.0 1

215 19.7 2

201 18.4 3

MP3 100 9.1 4

27 2.5 5

15 1.4 6

1,094 100.0

May (2016) APEX

(2015b)

480 56.5%

155 18.2% 103 12.1% MP3 76

8.9% 25 4.6% 11 1.3%

(72)

62

4-3

( )

(%)

480 56.5 1

155 18.2 2

103 12.1 3

MP3 76 8.9 4

25 2.9 5

11 1.3 6

850 100.0

May (2016) APEX

375 23.4% 344 21.5%

248 15.5% 239 14.9% 127

7.9% 101 6.3% 85 5.3%

email 64 4.0% 19 1.2%

(73)

4-4

( )

(%)

/ 375 23.4 1

344 21.5 2

248 15.5 3

239 14.9 4

127 7.9 5

101 6.3 6

85 5.3 7

email 64 4.0 8

19 1.2 9

1,602 100.0

281 51.5% 265

48.5%

4-5

(N=546)

(%)

281 51.5

265 48.5

IATA (2015a)

50%

(74)

64

wifi

343 62.8% 203 37.2%

71 40 56.3% 31

43.7% (

303 63.8% 172 36.2%)

4-6

wifi (N=546)

wifi (%)

343 62.8

203 37.2

4-7

wifi (N=71)

wifi (%)

40 56.3

31 43.7

4-8

wifi (N=475)

wifi (%)

303 63.8

172 36.2

IATA (2015a)

wifi 36% wifi

44%

36% wifi Schawalder (2014)

wifi Lu

Lai (2014) 40% wifi

(75)

wifi

wifi wifi

20

1,500 333

20 1,500

378

20 1,000 325

wifi 4-9

wifi

( ) ( ) ( )

20 1,500 333 213.26

20 1,500 378 314.35

20 1,000 325 189.60

wifi

378 Lu Lai (2014)

wifi ( 13 )

( 48 )

wifi wifi

11.95 1 16.95 3 21.95

24 ( 2017) wifi

350 1 500 3

650 24 ( 2017)

wifi

1 wifi

(76)

66

4-10 4-10

5.74 0.99

5.94 0.82

5.66 1.00

5.46 0.90

5.36 0.86

5.74 0.89

5.54 0.86

5.66 0.91

5.23 1.02

5.68 0.90

5.67 0.98

5 5.94

5.74 5.23

(77)

5.67

t 4-11

4-11

t (N=546)

t p

262 5.73 0.87

1.61 .11

284 5.60 0.93

262 5.21 1.02

-0.44 .66

284 5.25 1.02

262 5.74 0.83

1.41 .16

284 5.63 0.96

262 5.74 0.93

1.64 .10

284 5.60 1.02

*p < .05

5

(78)

68

4-12

(N=546)

2 ( ) 259 5.43 0.93

3-5 168 5.78 0.81

6 ( ) 119 6.01 0.85

2 ( ) 259 5.04 1.01

3-5 168 5.31 0.93

6 ( ) 119 5.53 1.08

2 ( ) 259 5.41 0.94

3-5 168 5.82 0.80

6 ( ) 119 6.08 0.78

2 ( ) 259 5.44 1.03

3-5 168 5.81 0.86

6 ( ) 119 5.96 0.91

4-13

(F(2, 543) = 19.46, p < .05; F(2, 543) = 10.37, p < .05;

F(2, 543) = 27.56, p < .05; F(2, 543) = 14.64, p < .05)

2

3-5 6 3-5

6

(79)

4-13

(N=546)

F

29.95 2 14.98 19.46* B, C>A

417.83 543 0.77

447.78 545

20.92 2 10.46 10.37* B, C>A

547.44 543 1.01

568.36 545

41.05 2 20.53 27.56* C>B>A

404.37 543 0.75

445.42 545

26.75 2 13.37 14.64* B, C>A

495.91 543 0.91

522.66 545

*p < .05 A 2 ( ) B 3-5 C 6 ( )

(2012) Yang

(2014)

Schawalder (2014)

wifi

(80)

70

t 4-14

4-14

t (N=546)

t p

71 5.85 0.90

1.81 .07

475 5.64 0.91

71 5.25 1.01

0.23 .82

475 5.22 1.02

71 5.95 0.89

2.67* .01

475 5.64 0.90

71 5.68 1.01

0.10 .92

475 5.67 0.98

*p < .05

(2012) Ong Tan (2010) Schawalder (2014) Yang (2014)

wifi Schawalder

(2014)

(81)

t 4-15

4-15

t (N=546)

t p

501 5.66 0.91

-0.13 .89

45 5.68 0.92

501 5.22 1.02

-0.27 .79

45 5.27 1.04

501 5.71 0.87

2.31* .02

45 5.39 1.22

501 5.67 0.96

1.75 .09

45 5.62 1.19

*p < .05

- 70

(82)

72

(Pearson)

( )

4-16 4-16

1 2 3

1. 5.74 .99

2. 5.94 .82 .49*

3. 5.66 1.00 .72* .52*

4. 5.66 .91 .67* .47* .66*

*p < .05

(2014)

.60~.79 .40~.59

.20~.39

(2013) Ahmed Ward (2016a)

(83)

4-17 4-17

t p

Beta

1.28 .21 6.08 .00

.34 .04 .38 8.56*** .00

.13 .04 .12 3.25*** .00

.29 .04 .33 7.26*** .00

R R R F

.72 .52 .52 195.19

*p < .05 ** p <.01 *** p <.005

(F (3, 542) = 195.19,

p < .005) 52%

( = .38) ( = .33) (

= .12)

( 2014 Adhmed & Ward, 2016; Al-Ghaith, 2016; Chang et al., 2016; Hopkins et al., 2016; Lai, 2016; Sadaf et al., 2012, 2016)

(84)

74

( 2014

Adhmed & Ward, 2016)

email

wifi

(85)

4-18 4-18

1 2

1. 5.46 .90

2. 5.36 .76 .46*

3. 5.23 1.02 .53* .33*

*p < .05

(2014) .60~.79

.40~.59 .20~.39

( 2013 Ahmed & Ward, 2016a; Al-Ghaith, 2016; Hopkins et al., 2016; Taylor & Todd, 1995)

(86)

76

4-19 4-19

t p

Beta

1.58 .27 5.86 .00

.55 .05 .48 11.87*** .00

.12 .05 .10 2.50** .01

R R R F

.54 .29 .29 110.85

*p < .05 ** p <.01 *** p <.005

(F (2, 543) = 110.85, p < .05)

29% ( = .48)

( = .10)

(

2013 2015 2014 2012 Adhmed & Ward,

2016; Al-Ghaith, 2016; Hopkins et al., 2016; Lai, 2016; Sadaf et al., 2012, 2016; Taylor &

Todd, 1995)

( 2013

2013 2012 Al-Ghaith, 2016; Hopkins et al., 2016; Lai, 2016; Taylor & Todd, 1995)

(87)

4-20 4-20

1 2

1. 5.74 .89

2. 5.54 .86 .64*

3. 5.68 .90 .78* .67*

*p < .05 ** p <.01 *** p <.005

(2014)

.60~.79 .40~.59

.20~.39

( 2013 Ahmed & Ward, 2016a; Hopkins et al., 2016; Taylor & Todd, 1995)

(88)

78

4-21 4-21

t p

Beta

.55 .16 3.36 .00

.59 .03 .59 17.87*** .00

.31 .03 .30 9.13*** .00

R R R F

.81 .65 .65 513.53

*p < .05 ** p <.01 *** p <.005

(F (2, 543) = 513.53,

p < .005) 65% ( = .48)

( = .30)

(

2011 2015 2014 2013 Adhmed & Ward, 2016;

Hartshorne & Ajjan, 2009; Hopkins et al., 2016; Lai, 2016; Sadaf et al., 2012; Taylor & Todd, 1995)

( 2011

2015 2014 Adhmed & Ward, 2016; Hopkins et al., 2016; Lai, 2016; Sadaf et al., 2012; Taylo & Todd, 1995)

(89)

( )

65%

52%

29%

( 2013 Adhmed & Ward, 2016; Hopkins et al., 2016; Lai, 2016; Taylor & Todd, 1995)

(90)

80

(Pearson)

4-22 4-22

1 2 3

1. 5.66 .91

2. 5.23 1.02 .56*

3. 5.68 .90 .55* .37*

4. 5.67 .98 .71* .52* .58*

*p < .05

(2014)

.60~.79 .40~.59

.20~.39

( 2013 Ahmed & Ward, 2016a;

Hopkins et al., 2016)

(91)

4-23 4-23

t p

Beta

.38 .20 1.87 .06

.51 .04 .48 12.49*** .00

.15 .03 .16 4.57*** .00

.28 .04 .26 7.61*** .00

R R R F

.75 .57 .57 237.05

*p < .05 ** p <.01 *** p <.005

(F (2, 542) = 237.05, p < .005)

57% ( = .48)

( = .26) ( = .16)

( 2013 2014 2015

2012 2015 2010 Al-Ghaith, 2016; Chen et al., 2007; Hopkins

et al., 2016; Lai, 2016; Lee, 2009; Lee & Choi, 2009; Lu et al., 2009; Pavlou & Fygenson, 2006; Quintal, Lee, & Soutar, 2010; Taylor & Todd, 1995; Yeh & Lee, 2014)

(92)

82

( 2015

2015 2012 2015 Chen & Li, 2010; Hopkins et al., 2016; Lai, 2016;

Sadaf et al., 2016; Taylor & Todd, 1995)

(93)

19-30

40,001-60,000

MP3

email

wifi wifi

333

(94)

84

(95)

(96)

86

( )

wifi

USB

(Emirates)

(Qatar Airways) (Singapore Airlines)

wifi

(97)

(Scoot)

wifi

wifi 1 11.95 3

16.95 24 21.95

email

20MB 5 wifi

(Southwest Airlines)

wifi 5

wifi

(Transavia) wifi

(American Airlines)

wifi

( ) wifi

wifi

(98)

88

Lingus) wifi

wifi

wifi (Swissair)

(Lufthansa)

wifi

wifi wifi

wifi ( )

wifi

(Norwegian) 5

wifi 24

- 70 - -

30

wifi

(99)

( )

(Structural Equation Modeling, SEM)

( )

.8

.6 .7

(100)

90

( )

(101)

(2013) - 7(1) 277-306

(2012) 2(3) 295-312

(2015) -

2(3) 276-309

(2015) -

25(1) 49-61

(2015)

- 4(1) 294-306

(2014) 10(2)

19-37

(2017) Wi-Fi Onboard https://calde.china-airlines.com/Flywifi/

Agreement.aspx? lang=zh-TW&country=tw&locale=zh

(2015a) 1045011510

http://motclaw.motc.gov.tw/s.aspx?soid=4987 (2015b)

http://www.caa.gov.tw/APFile/big5/download/pliad/1424133119440.pdf (2016a)

http://www.caa.gov.tw/APFile/big5/download/o/ a1461634254397.pdf (2016b)

http://www.caa.gov.tw/APFile/big5/ download/ao/1461634462059.pdf (2016c)

http://www.caa.gov.tw/APFile/big5 /download/ ao/1452670101314.pdf

(2011) GPS

(102)

92

(2013) Galileo

8(4) 1-26

(2012) (

) (2013)

8(2) 85-94

(2015) -

Journal of Data Analysis 10(1) 51-88

(2015) - Google

Electronic Commerce Studies 13(3) 315-334 (2014)

9(1) 147-168 (2014) SPSS

(2012) -

17 81-102

(2010) SPSS/PASW

(2015)

361-372

(2015) TPB TAM

12(4) 1-17

(2013) 4 17-33 (2009)

(2017) http://www.evaair.com/zh-tw/flying-with-eva/

inflight-entertainment-service/staying-connected-in-seat-power/

(2014)

Information Management 21(1) 83-106

(103)

(2007)

36(3) 307-331 (2012)

24(2) 135-166 (2013)

6(2) 23-46

(2015) APP

21(1) 21-32

(2012) Wii

7(1) 53-67 (2013)

2013 http://www.inf.cyut.edu.tw/AIT2013/ft_167.pdf

(2012) (

)

(2010) 8

54-70

(2014)

37 47-49 (2016)

29(1) 79-111 (2016)

- 22(1) 95-122

(2015a) 104

http://www.ndc.gov.tw/News_Content.aspx?n=114AAE178CD95D4C&s=D1F0936A87 0F828C

(2015b) 104

(104)

94

(2013)

International Journal 5(1) 057-078 (2012) Web2.0 4(2) 45-68

(2015) Web2.0

( )

http://ndltd.ncl.edu.tw/cgi-bin /gs32/gsweb.cgi/ccd=snJ.o2/record?r1=1&h1=0

(2007) -

5(1/2) 69-90

(2015) Facebook -

20(2015) 75-86 (2010) 3(2) 24-53

(2009) ( )

(2009) -

5(2) 169-188 (2011)

13(4) 841-871 (2015)

Journal of Data Analysis 10(3) 1-22 (2012)

6(1) 33-58 (2012)

International Journal of Lisrel 5(2) 1-32

(2007) 3G ( )

(2015 7 20 ) 1600 IThome

http://www.ithome.com.tw/news/97479

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