摘要
借重資訊及通訊技術(Information and Communication Technology, ICT)的急遽發展, 服務提供者利用既新鮮又便利的自助服務技術(Self-service Technology, SST)以增加效益；服務使用者借由資訊技術的傳遞自行完成服務(自助服務技術的定義，Meuter et al., 2000)。但是導入了自助服務技術並不等於使用者接受這項自助服務技術，SSTs的服務提供者將面對的挑戰是: 如何明確的知道影響使用者使用這項自助服務技術的主要因素?
科技接受模式(Technology Accetpance Model, TAM, Davis et al., 1989)已被廣泛地用來證實使用者對新資訊技術的接受度, 經由理性行為理論(Theory of Reasoned Action, TRA, Ajzen and Feishbein 1980)推導出認知易用性(PEOU)、認知有用性(PU)及使用意願間簡單又易懂的關係。除了科技接受模式(TAM)之外在變數外，Parasuraman(2000)提出自助服務技術的接受與評估以使用者本身特質為主，也就是個人的科技準備度(Technology Readiness, TR), 並列出樂觀主義、創新性、不適應性及安全顧慮四個構面。
本研究的研究架構是以科技接受模式(TAM)為主，輔以科技準備度(TR)的干擾效果來探討航空公司報到自助服務櫃台的使用者接受度。研究方法是以台灣科技大學MBA及EMBA學生為對象發放問卷後，以敘述性統計分析、線性結構方程式及階層回歸分析進行假設檢定。實證結果科技接受模式(TAM)的認知有用性(PU)對使用者使用自助服務櫃台影響效果最大, 除了正向的科技準備度(TR)對認知易用性態度稍具干擾效果外，科技準備度(TR)的干擾效果並不明顯。

Abstract
Based on the rapid growing trend of the Information and Communication Technology ( ICT), service providers introduced the new and convenient Self-service Technologies(SSTs). These new technologies can help increase efficiency and save cost mainly due to the fact that the customers can complete their check-in procedures by themselves. However, the introduction of SST was not widely utilized immediately. Therefore, the major challenge presented here for the service provider is to identify the key obstacles affecting the usage of SST.

Technology Acceptance Model(TAM, Davis et al., 1989) is one of the most widely examined models used to test the consumers’ acceptance of new information technology, which is based on the Teory of Reasoned Action(TRA, Ajzen and Feishbein , 1980). TAM develops a simplified model with explanations for the relationships between perceived ease of use (PEOU) and perceived usefulness and intentions in accepting new technologies. Besides studying the direct effects of external variances such as TAM, Parasuraman(2000) concluded that Technology Readiness(TR) affects the acceptance and evaluation of new technology the most. Parasuraman’s TR includes four dimensions- optimism, innovativeness, discomfort and insecurity.

In this research of the Airline Self-service Check-in Kiosk case, main construct is to apply the TAM as the main tool used for evaluating technology acceptance and subsequently use TR as the moderator for studying the effects on TAM. First an empirical study was conducted among MBA and EMBA students of NTUST. Then results were analyzed by using Statistics Analysis, SEM, and Multiple Regression. Last the study concluded that the PU of TAM dominates the acceptance of SST, but the weak moderating effect of postive TR on the relation between PEOU and Attitude towards using SST.

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