||The Effect of Quality, Value and Privacy on Driver’s Satisfaction of Smart Bus Service
||Institute of Telecommunications and Management
Smart bus service
聰明公車服務(Smart bus service, SBS)為發展車上科技的重點智慧運輸系統之一，而台灣政府也積極推廣此服務至全島的大眾運輸產業。此套服務可提供乘客方便的服務並產生良好的社會印象，甚至可提升公車司機的工作表現。儘管如此，潛在的隱私侵犯會分散司機使用聰明公車所感受到的價值與利益，進而影響到司機使用此服務的滿意度。而司機對聰明公車的滿意度會導致大量的系統使用量，因為司機們會相信服務對他們來說是有用的，並能滿足他們的需求。因此，本研究透過模型的建構試圖探討市區公車司機對於使用聰明公車服務滿意度的影響因素，探討的因素包含知覺價值、知覺品質和知覺隱私三個構面。
本研究到裝置有聰明公車服務的市區公車業者，以與公車司機以面對面訪談的方式蒐集所需的樣本資料，最後共回收300份樣本，其中有效樣本為129份。首先，本研究採用敘述性統計來了解受訪者的特徵與聰明公車服務的使用行為；接下來採用因素分析來做資料縮減和衡量變數；而信、效度則用來衡量構面間的內部一致性與測量結果是否能顯現其所欲測量對象的真正特徵的程度；驗證性因素分析為驗證衡量變數如何代表一個構面以及實驗數據如何支持假設模型；最後，結構方程式模型 (Structure equation modeling, SEM) 用來驗證本研究模型的假設關係。
Smart Bus service (SBS) is one important intelligent transportation system (ITS) in-vehicle technology that Taiwan’s government has actively implemented in public transport throughout the entire Island. It provides passengers convenient services and the society good impression, and increases bus drivers’ job performance. However, the potential privacy invasion distracts drivers’ satisfaction of the service from its benefits of using SBS. Drivers’ satisfaction with the SBS leads to greater system usage because they believe the system available to them meets their requirements. The present study intends to explore the influential factors of drivers’ satisfaction with SBS in city bus service by considering the model associated with the constructs of perceived value, quality, and privacy.
A total of 300 drivers in city bus operators that are using SBS in the job duty in southern Taiwan were interviewed by questionnaires and 129 effective samples were collected (effective sample rate = 43%) after deleting invalid samples. Firstly, descriptive statistic is used to understand the characteristics of respondents and fleet bus drivers’ SBS usage behavior. Factor analysis is used in data reduction and summarizing measured variables. Reliability and validity are used to the degree of constructs’ internal consistency and the degree to which a measure accurately represents what it is supposed to. Confirmatory factor analysis is used to test how well measured variables represent a smaller number of constructs; equivalently, how well the empirical data conform to the presumed model. Finally, structure equation modeling is used to test the hypothesized relationships in the research model.
The findings of the study are summarized as follow. Perceived value, perceived quality, and perceived privacy do play an important role on bus drivers’ satisfaction. Perceived value and perceived quality are found to be positively related to bus drivers’ satisfaction, but perceived privacy is negatively related to bus drivers’ satisfaction. Further, perceived value of using the SBS is positively related by perceived quality but is negatively related by perceived privacy. In terms of the total effects (i.e., the sum of direct effect and indirect effect) of measures in the SEM model, the construct of perceived quality has the strongest impact on bus drivers’ satisfaction with using the SBS, followed by perceived privacy and perceived value. Finally, managerial implications and references to bus operators are drawn from the results of this study.
Table of Contents IV
List of Figures VI
Chapter One Introduction 1
1.1 Background and Motivation 1
1.2 Research Objectives 5
Chapter Two Conceptual Development and Hypotheses 7
2.1 Conceptual Model Development 7
2.2 Satisfaction and the Influential Factors 7
Chapter Three Research Model and Design 14
3.1 Research Model 14
3.2 Measurement Development 15
3.3 Data Collection and Sampling 18
3.4 Analysis Method 18
Chapter Four Data Analysis and Empirical Results 24
4.1 Measurement Model Evaluation 24
4.2 Criterion Data Analysis 26
4.3 Construct Reliability and Validity 28
4.4 Model-testing Results 34
Chapter Five Conclusions and Discussion 38
5.1 Discussion 38
5.2 Managerial Implication 39
5.3 Limitation and Future Research 40
Appendix A: Items in Questionnaire 53
Appendix B: Questionnaire in Chinese 55
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