科技準備度對顧客使用網路自助服務意願之調節效果及顧客滿意

THE MODERATING EFFECTS OF TECHNOLOGY READINESS ON CUSTOMERS’ INTENTION TO USE SELF-SERVICE TECHNOLOGIES THROUGH THE INTERNET AND THEIR SATISFACTION

范佳慧(Chia-Huei Fan)

指導教授 ： 陳美芳

大同大學/經營設計學院/事業經營學系所/碩士(2005年)

摘要

在勞動成本不斷增加的壓力下，許多提供服務的公司開始廣泛的使用以科技為基礎之服務方式，從早期最為人所熟知的自動提款機（ATM）到現在不可或缺的網路消費型態。這種以科技為介面的服務方式被稱為自助服務科技（Self-Service Technology: SST）：顧客無須經由服務人員的參與而自行完成的服務活動的方式。為瞭解顧客除了對自助服務科技所知覺之服務品質屬性、對科技產品的態度及對服務人員之需求會影響使用意願外，顧客本身之心理狀態也存在著相當大的影響，故加入科技準備度 (TRI) 為調節變項，深入的探討具有「高科技準備度」及「低科技準備度」之顧客對網路自助服務的使用意願，最後想瞭解顧客使用網路自助服務科技的滿意程度。
本研究採網路問卷方式，開放時間為2005/1/10至2005/3/10為止。閱次數為1032次，填寫份數為352份，扣除無效問卷61份，有效問卷總計為291份。問卷網址為 http//qqq.cht.com.tw/webform/publish/1130.asp。並以AMOS 4.0 為分析工具，第一階段進行驗證型因子分析 ( Confirmatory Factor Analysis, CFA )，計算各項量表之信度與效度，第二階段建立結構方程式模型 ( Structural Equation Modeling, SEM )以評估各路徑之效果。
研究結果可知，網路自助服務科技之預期服務品質屬性與使用意願之間有正向的關係，且「高科技準備度」和「低科技準備度」的顧客群有顯著差異。而使用科技產品的態度和使用意願之間有正向的關係，但「高科技準備度」和「低科技準備度」的顧客群無顯著差異。另外，需要與服務人員互動和使用意願之間有負向的關係，「高科技準備度」和「低科技準備度」的顧客群也無顯著差異。最後，使用網路自助服務科技的意願和顧客滿意度之間有正向的關係。
因此，經營者在提供網路自助服務科技流程時，應讓服務過程更為合理化、人性化，使任何人都能輕易使用，以增加顧客在使用過程中正面之態度。並且除了提供科技化之服務外，仍需提供服務人員在科技上的支援管道，以增加顧客對科技化服務的接受程度。

關鍵字

科技準備度 ； 自助服務科技

並列摘要

Under the pressure of high labor costs, many service firms have begun to use a wide range of technologies from early ATM to indispensable Internet. These technological interfaces have been called self-service technology (SST) that enable customers to produce a service independent of direct service employee involvement.
The purpose of this study is to investigate the key factors influence customer intention to use SSTs by the Internet interface. Furthermore, this study is to investigate whether the consumer’s technology readiness (TR) will exert the moderating effect on the consumer’s intention to use SSTs. Finally, this study is to investigate whether the consumers are satisfied or not after they used these SSTs.
The sample was acquired through a web-bases data collection and the questionnaire was placed on a web site where respondents could access and complete the survey. Survey work was conducted from 2005/1/10 to 2005/3/10. Total 352 of 1032 surveys are returned and 291 surveys are usable.
The results indicated that expected service qualities of SSTs (SQ) have a positive influence on intention to use SSTs. Attitude toward using a SST (AT) have a positive effect on intention to use the SST. Need for interaction with a service employee (SE) have a negative effect on intention to use the SSTs. Intention to use the SSTs (USE) have a positive effect on SSTs satisfaction. As for the moderating effect of TR, this study indicated that the influence of SQ on USE is different between High-TRI group and Low-TRI group, but the influences of AT on USE and of SE on USE are similar for both groups.
So service firms must make sure SSTs work as dependably as promised and that the design is user-friendly to customers. It is essential to understand and predict the customers with different technology readiness to provide them with different service options especially in developing and promoting SSTs. By providing service delivery options, customers will be able to select the delivery method that best fits their needs for each interaction with the service firms.

並列關鍵字

SELF-SERVICE TECHNOLOGIES ； TECHNOLOGY READINESS

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