自助服務科技的服務創新對消費者科技接受態度之影響

The Effect of Service Innovation using Self-Service Technology on Customer Technology Acceptance Attitudes

林欣怡(Lin Sin-Yi)

指導教授 ： 陳坤成

亞洲大學/管理學院/經營管理學系碩士班/碩士(2009年)

摘要

隨著資訊科技的快速發展，服務提供者利用便利的自助服務科技以增加服務效益。服務使用者借由資訊科技的傳遞自行完成服務。基於服務成本、服務效率考量，以及提升持久性服務，許多企業紛紛將創新科技導入服務流程中。然而引進了自助服務科技的服務創新，並不等於消費者接受這項服務創新，因此探討自助服務科技的服務創新，對消費者使用自助服務科技之科技接受態度，已成為重要議題。本研究是以實證的方式建構消費者對自助服務科技的服務創新接受態度模式，並探討服務創新、科技準備度與科技焦慮感對消費者科技接受態度之影響。
本研究採用線性結構關係模式（LISREL）來驗證研究架構，以自助服務科技（Self-Service Technologies, SSTs）為例，來了解服務創新對自助服務科技接受態度之影響。結果顯示：（1）科技準備度對科技焦慮感有顯著相關，亦當顧客的科技準備度越高，對接受自助科技程度越好，亦科技焦慮感就越低；（2）科技焦慮感對科技接受態度有顯著相關，顧客對科技焦慮的程度會影響使用服務科技的經驗與接受度。即當科技焦慮越低，則顧客使用滿意度與接受度越高。最後，根據研究結果，提出建議供企業經營者以及未來研究者之參考。

關鍵字

自助服務科技 ； 服務創新 ； 科技準備度 ； 科技焦慮感 ； 科技態度

並列摘要

The information technology is rapid growing in e-era, service providers introduced the convenient Self-service technologies (SSTs).These new technologies can increase service efficiency and save cost mainly due to the fact that the customers can complete their check-in procedures by themselves. Based on the cost services, service efficiency and promoted services of sustainability, many enterprises have to bring the innovation technology in service process. However, the introduction of SSTs was not widely utilized immediately. Therefore, the major challenge presented here for the service provider is to identify the technology attitude of the consumer usage of SSTs, has become an important topic. The purpose of this study is based on empirical methods of service innovation to build consumer SSTs acceptance model to explore the service innovation, technology readiness index (TRI) and technology anxiety (TA) to consumer attitudes.
This study use LISREL to verify the research framework for SSTs. The purpose effects service innovation of SSTs to technology acceptance attitude. The finging indicate that: (1) Respondents with higher levels of TRI use more SSTs that TRI is a better, intentions to use the SSTs again and the TA is lower. (2) Respondents with higher levels of TA use fewer SSTs that TA is a better. When TA is lower, the customer satisfaction and acceptance of degrees become higher. Finally, make recommendations reference for business manager and future research.

並列關鍵字

Self-service technologies ； service innovation ； technology readiness index ； technology anxiety ； technology attitude

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