服務涉入之衡量

Service Involvement Inventory

蔡明達(Ming-Ta Tsai) ； 耿慶瑞(Ching-Jur Keng)

《文大商管學報》 5卷1期 (2000/06) Pp. 19-42

摘要

涉入為消費者行為相當重要的一個構念，但目前文獻中有關涉入的探討與衡量，多半以產品和廣告涉入為主，對於服務業的服務涉入著墨不多。由於服務與實體產品消費的特性上有所不同，本研究遂針對服務業特性發展一份服務業涉入量表，並指出互動程度、服務程序複雜度、重要性、認知風險、興趣等五項變數為服務業消費者涉入的主要構面。本研究遵照量表發展典範逐步發展，經由實證結果發現本量表確實具備信度與效度之要求，且較Zaichkowsky(1985)的PII量表更具預測能力。

關鍵字

涉入 ； 服務業 ； 量表

並列摘要

Involvement is an important construct in Consumer Behavior, but most of its applications focus on product or advertising involvement and seldom appears in service literature. Therefore, based on the differences of characteristics between service and physical products, we developed a measurement, Service Involvement Inventory (SII) that is constituted by interactivity, perceived control, importance, perceived risk, and interesting dimensions. The development of SII followed the paradigm of measurement and its empirical result has high reliability, validity and more predictability than Zaichkowsky's (1985) PII.

並列關鍵字

involvement ； service ； measurement