整合科技準備度、TAM與TPB模式探討自助服務科技之持續使用意向

An Integrated Model of Technology Readiness and TAM with TPB in the Continued Intentions of Self-Service Technologies

陳世智(Shih-Chih Chen)

指導教授 ： 陳煇煌

大同大學/電機資訊學院/資訊工程學系所/博士(2009年)

摘要

隨著勞力成本提高與科技不斷地創新，以科技為基礎的自助式服務逐漸為消費者接受。顧客可利用網路或資訊科技為自己提供服務，省略由服務人員面對面提供服務的過程。此類型的科技稱為自助服務科技。本研究主要目的在於結合科技準備度、科技接受模式與計畫行為理論，提出一整合性架構用於解釋與預測消費者對於自助服務科技的持續使用意圖。
本研究共收集481個具自助服務科技使用經驗的使用者作為樣本，並以結構方程模式進行分析。研究發現，滿意度對持續使用意圖呈正相關，顯示加強顧客對自助服務科技的滿意度有助於繼續採用此系統；四個前置因變數 (易用性、有用性、主觀規範與知覺行為控制)直接影響使用意圖或透過滿意度間接影響；另外，科技準備度的樂觀性與創新性亦直接影響持續使用意圖或透過滿意度間接影響呈現顯著，但科技準備度的負向因子 (不適應性與安全疑慮)卻皆無顯著影響。最後，本研究透過實證研究的結果，提供一修正後之科技準備度、科技接受模式與計畫行為理論的整合模式，並討論相關學術貢獻與管理意涵。

關鍵字

計畫行為理論 ； 科技接受模式 ； 科技準備度 ； 自助服務科技

並列摘要

Increases in labor costs and innovations in technology have contributed to the growth of technology-based self-services. Customers use the new technologies to produce and consume services without direct personal contact with companies. The trend of self-service technologies (SSTs) will continue as SSTs are increasingly implemented in customer-firm interactions. Types of SSTs include telephone/interactive voice response, interactive kiosks, and the Internet. This study has devoted much effort to developing an integrated model designed to predict and explain an individual’s continuous use of SSTs based on the concepts of Technology Readiness, Technology Acceptance Model, and Theory of Planned Behavior.
The research model was evaluated using web-based survey data collected from 481 users about their perceptions of self-service technologies. Then, Structural Equation Modeling (SEM) was applied to conduct data analysis. This study followed a two-step procedure proposed developing an effective measurement model with confirmatory factor analysis and then analyzing the structural model.
The research findings showed that users’ behavioral intention towards SSTs continuance is mainly determined by customer satisfaction and additionally affected by perceived usefulness, perceived ease of use, subjective norm and perceived behavioral control. Moreover, the effect of optimism and innovativeness were very important but that discomfort and insecurity did not influence an individual’s satisfaction towards continued use of SSTs. Finally, theoretical and managerial implications and future research directions are discussed.

並列關鍵字

Self-service technology ； Theory of planned behavior ； Technology acceptance model ； Technology readiness

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