| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 102 === Most of the Taipei people taking MRT every day and are connected with MRT very closely and inseparable. After the Xinyi line provides service increase the number of new transfer stations. Diversified interchange makes Taipei MRT transport volume exceeded 1.8 million passenger trips a day, also motivates the MRT light Revolution to start. By the starting of light revolution began to drive an hour living circle in Taipei. (Please refer to Taipei net.com, 2014)
While the users increasing, especially the using behaviors are more and more frequent, and transfering with the most high-volume system, , whether there are still a great deal of the problems associated with the use of technological equipment in utilizing the process of MRT technology should be discussed? And what is the influence on satisfaction of user by technology acceptance? So deeply we believed this subject is worthy studying and researching, and this is the right time.
This study is related to the impact of technology acceptance on Taipei high volume MRT user’s satisfaction-the user attitude as the mediator. And this study also investigates the differences on variables by different demographic variables.
The purpose of this study is to apply the technology acceptance model( Davis,1989; Agarwal and Prasad,1999）and others to point out in the "perceived usefulness"（PU） and" perceived ease of use"（PEU）have a positive and significant effect on users’ attitude. And Adams, Nelson, and Todd（1992）point out that the "perceived usefulness" and "perceived ease of use " would cause effects on "satisfaction" after users using the System.
In this study the subjects are the customers who actually have taken the high volume MRT users in Taipei. By convenience sampling, online survey to collection data, finally we collected 250 valid questionnaires. Using statistical software SPSS19.0 to analyze data to verify the hypotheses, and we found:
1. The high volume MRT user''s perceived ease of use have a significantly positive effect on his perceived usefulness.
2. The high volume MRT user''s cognition of technology accepts has a significant and positive impact on his attitude.
3. The high volume MRT user’s using attitude has a significant positive impact on his customer satisfaction.
4. The high volume MRT user’s cognition of technology accepts has a significant positive impact on his customer satisfaction.
5. The high volume MRT user’s attitude has a significantly partial mediating effects on the influence of cognition of technology, perceived usefulness, perceived ease of use on customer satisfaction..
6. There are significant differences on acceptance of cognition, attitudes and customer satisfaction by different demographic variables of the high volume MRT user.
The hypotheses of1~5 are supported. The hypothis6 is partial supported.
Finally, the conclusion of this study recommended that on high volume transit service in Taipei MRT, the first priority should be considered is user''s "perceived ease of use ", and developing specific plan and strategies to meet the preference of customers’ needs. And then the purposes of Taipei MRT "customer first, quality first" may be matched and promoting the customers’ satisfaction.
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