Penerimaan Teknologi Web Check-In pada Pengguna Transportasi Udara di Kalimantan Barat

Teknologi check-in mandiri berbasis teknologi terutama dari web atau mobile telah tersedia sejak beberapa tahun lalu. Namun, penerimaan teknologi ini khususnya untuk pengguna di Kalbar, masih sangat rendah. Pada responden penelitian ini, hanya 7 persen responden yang pernah menggunakan fasilitas check-in tersebut. Oleh karena itu, penelitian ini bertujuan untuk menjelaskan faktor-faktor yang mempengaruhi penerimaan teknologi web check-in. Model TAM digunakan dengan menambahkan variabel trust dan risk. Data dianalisis dengan structural equation modeling. Hasil menunjukkan bahwa model fit dengan chi2 yang tidak signifikan dan indikator goodness of fit yang baik. Persepsi kegunaan (nilai korelasi 0,41), dan persepsi resiko (0,37) adalah variabel yang paling mempengaruhi niat untuk menggunakan web check-in, setelah itu diikuti oleh variabel kemudahan pemakaian (0,33) dan kepercayaan (0,32). Kontribusi penelitian bagi maskapai penyedia layanan adalah komunikasi merupakan kunci utama untuk meningkatkan penerimaan teknologi web check-in. Dengan penerimaan teknologi yang tinggi diharapkan efisiensi yang ditawarkan oleh teknologi ini juga dapat dimanfaatkan sepenuhnya, baik untuk layanan saat ini maupun untuk layanan di masa depan. Technology based self check-in service (web or mobile based) has been made available for some time. For passengers in West Borneo, acceptance for this technology is low, particularly participants in this research. There are only 7% of passengers in this research who use this technology; hence, the purpose of this study is to explain factors affecting acceptance of web check-in service. Two variables are added (trust and risk) to the original TAM model and structural equation modeling is employed for analysis. Structural model is fit with insignificant  chi2 and good results are achieved in goodness of fit indicators. Results show perceived usefulness (0,41 correlation) and risk (0,37) to be the main contributing factors to explain acceptance of web check-in, followed by perceived ease of use (0,33) and trust (0,32). This research further contributes to air transport providers. Findings in this research suggest communication is the key aspect for air transport providers to increase technology acceptance. Increased technology acceptance will also increase benefits from what technology can offer today or in the future.

[1]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[2]  D. Gefen,et al.  E-commerce: the role of familiarity and trust , 2000 .

[3]  Il Im,et al.  The effects of perceived risk and technology type on users' acceptance of technologies , 2008, Inf. Manag..

[4]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[5]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[6]  Jin-Long Lu,et al.  Investigating passengers’ intentions to use technology-based self check-in services , 2009 .

[7]  Per E. Pedersen,et al.  Explaining intention to use mobile chat services: moderating effects of gender , 2005 .

[8]  Andrina Granic,et al.  Technology acceptance model: a literature review from 1986 to 2013 , 2014, Universal Access in the Information Society.

[9]  Donna L. Hoffman,et al.  Building consumer trust online , 1999, CACM.

[10]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[11]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[12]  Fred D. Davis,et al.  Extension of the Technology Acceptance Model: Four Longitudinal Field : . , 2000 .

[13]  E. Carvajal-Trujillo,et al.  Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model , 2014 .

[14]  Guohua Wan,et al.  Including subjective norm and technology trust in the technology acceptance model: a case of e-ticketing in China , 2010, DATB.

[15]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[16]  C. Morosan.  Toward an integrated model of adoption of mobile phones for purchasing ancillary services in air travel , 2014 .

[17]  P. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003 .

[18]  Rob Law,et al.  Re-examining perceived usefulness and ease of use in online booking: The case of Hong Kong online users , 2015 .

[19]  Edward C.S. Ku,et al.  Fitting facilities to self-service technology usage: Evidence from kiosks in Taiwan airport , 2013 .

[20]  Icek Ajzen,et al.  From Intentions to Actions: A Theory of Planned Behavior , 1985 .