在銀行自動提款機取代了消費者多數的銀行櫃台作業需求的同時，交通運輸業也積極向消費者推廣自動售票機，試圖消除消費者對人工售票櫃台的大量需求。相關的研究顯示，將工作轉給消費者自行處理，讓消費者使用自助式科技完成原本由服務人員完成的工作，可降低成本。
新科技產品的推出，除了業者評估內部的成本效益之外，亦需評估消費者的使用意願。相關的研究顯示，影響消費者使用科技產品的因素，除了功能面滿足，操作介面的學習障礙、參考團體認同、使用時心理上的自在感受、對電子式交易的信任，甚至附加的操作過程的樂趣等，都會影響消費者使用科技產品的意願。
台灣高速鐵路股份有限公司（以下簡稱台灣高鐵）自民國96年1月2日開始營運，同步推出人工售票窗口與自動售票機兩種購票管道，且自動售票機佈建的數量遠多於人工售票窗口，意圖以自動售票機分散人工售票窗口的排隊人潮。本研究以科技接受模型（Technology Acceptance Model）為基礎，加上科技適應度（Technology Readiness Index），與改變行為使用自助式科技的意願模式（SST Intention to Change Behavior Model）研究消費者對於台灣高鐵自動售票機的使用意願。本研究探討三個主題：一、民眾對台灣高鐵自動售票機的看法，以及未來使用的意願；二、民眾使用台灣高鐵自動售票機的意願；三、有購票需求但未曾使用過自動售票機的因素。
經本研究結果分析，購票需求高的消費者，使用自動售票機的意願相對較高，且偏好使用自動售票機的態度亦影響使用意願，但消費者對使用自動售票機的期待，尤其是參考團體認同的期待，對意願的影響很小。業者藉由提供消費者使用自動售票機時的協助，可以提高消費者科技適應度，繼而提高使用意願。

In current society, Automatic Teller Machine (ATM) is the substitute for bank clerks. In the same time, the transportation industry is eager to promote Ticket Vending Machine (TVM), in order to decrease volumes of ticketing windows. In recent researches, to provide self-service technologies for consumers to process the work has been done by clerks, is possible to achieve cost down.
Regarding to new technology products, the enterprise not only has to evaluate cost-profit ratio, consumers’ intention is also important. In recent researches, the major factors impacting consumers’ intention, except for the function satisfaction, learning barrier of man-machine interface, concurrence of reference groups, psychal comfort, confidence of electronic transactions, and the add-on entertainment all influence consumers’ intention of technology products.
Taiwan High Speed Rail Company (abbreviated to THSRC) made the debut on January 2, 2007, providing TVMs and ticketing windows for ticketing purpose. Intending to share the crowd in front of ticketing windows, the number of TVM is many more than ticketing window’s. This study analyses consumers’ intention of THSRC’s TVM, basing on Technology Acceptance Model (TAM), adopting Technology Readiness Index (TRI) and SST Intention to Change Behavior Model. There are 3 subjects are discussed in this study : firstly, consumers’ opinions of THSRC’s TVM; secondly, consumers’ intention of THSRC’s TVM; thirdly, the major factors of consumers decide not to use THSRC’s TVM.
The empirical results suggest the higher frequency of purchasing tickets of THSRC, the higher intention of operating TVM; consumers’ attitude influence intention, but the expectation of operating TVM barely influence intention, especially the concurrence of reference groups. Providing assistance to consumers can decrease the discomfort of operating TVM, consequently, intention is increased.

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網站資料
[1] 中華民國銀行公會新聞稿http://www.ba.org.tw/
[2] 中國信託商業銀行網頁https://consumer.chinatrust.com.tw
[3] 中華航空網頁http://www.china-airlines.com
[4] 台視新聞網頁http://www.ttv.com.tw/096/11/0961125/09611254594203L.htm
[5] 台灣高鐵網頁http://www.thsrc.com.tw
[6] 行政院衛生署網頁//http://www.doh.gov.tw
[7] 財政部新聞稿http://www.mof.gov.tw/fp.asp?xItem=29141&ctNode=657
[8] TVBS網頁http://www.tvbs.com.tw/news/news_list.asp?no=keri200310121802