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題名 由意圖轉為使用: 自助服務科技之顧客準備度及促成條件之縱時探討
From intention to use: a longitudinal investigation on customer readiness and facilitating conditions of self-service technology
作者 謝瑞珊
Hsieh, Jui Shan
貢獻者 李有仁
Li, Eldon Y
謝瑞珊
Hsieh, Jui Shan
關鍵詞 Theory of Reasoned Action (TRA)
Theory of Planned Behavior (TPB)
Self-service Technology (SST)
Customer Readiness (CR)
Facilitating Conditions (FC)
日期 2011
上傳時間 17-Apr-2012 09:11:50 (UTC+8)
摘要 This research explores the relationship between intention and actual usage of self-service technology (SST), and investigates the effects of facilitating conditions and customer readiness on customer adoption of SST.
In recent years, self-service technologies have created many new service contents; nevertheless, the actual utilization is not actually common yet. Therefore, this research try to explore the relationship between customer readiness and facilitating conditions on the actual use of SST, then focus on narrowing the gap between intention to use SST and actual usage of SST. We believe that this understanding is imperative for service providers to make proactive strategies for fostering customers’ intention and actual usage of the SST.
The framework makes it possible to understand and predict customer trial related to using self-service technology by thoroughly examining underlying customer readiness degree and use the internet to illustrate how our framework can be applied to study customer behavior related to a specific self-service technology. To analyze the longitudinal effect, a two-stage survey was conducted and lasted for seven months. As it is well known that behavior intention does not necessary lead to actual behavior, our findings offer proactive strategies to service providers in turning intention into actual usage. Implications are discussed for managerial strategy as well as for future research.
The research can be referred as marketing strategy for self-service or kiosk industry, and on academic contribution of narrowing the gap between intention and actual use. It is expected that it is helpful to facilitate self-service development and to enrich customer experience and competitiveness in Taiwan.
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3. Ajzen, I., and Fishbein, M. (2005).The influence of attitudes on behavior. In D. Albarracín, B. T. Johnson, and M. P. Zanna (Eds.), The handbook of attitudes (pp. 173-221). Mahwah, NJ: Erlbaum.
4. Ajzen, I. (2008). Consumer attitudes and behavior. In C. P. Haugtvedt, P. M. Herr and F. R. Cardes (Eds.), Handbook of Consumer Psychology, 525- 548. New York: Lawrence Erlbaum Associates.
5. Ajzen, I., Czasch, C., and Flood, M.G. (2009). From intentions to behavior: Implementation intention, commitment, and conscientiousness. Journal of Applied Social Psychology, 39, 1356–1372.
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7. Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
8. Bateson, J.E.G. and Hui, M.K.M. (1985). Perceived Control as A Crucial Perceptual Dimension of the Service Experience: An Experimental Study, in: CF. Chicago, 187-192.
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描述 碩士
國立政治大學
資訊管理研究所
97356033
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0973560331
資料類型 thesis
dc.contributor.advisor 李有仁zh_TW
dc.contributor.advisor Li, Eldon Yen_US
dc.contributor.author (Authors) 謝瑞珊zh_TW
dc.contributor.author (Authors) Hsieh, Jui Shanen_US
dc.creator (作者) 謝瑞珊zh_TW
dc.creator (作者) Hsieh, Jui Shanen_US
dc.date (日期) 2011en_US
dc.date.accessioned 17-Apr-2012 09:11:50 (UTC+8)-
dc.date.available 17-Apr-2012 09:11:50 (UTC+8)-
dc.date.issued (上傳時間) 17-Apr-2012 09:11:50 (UTC+8)-
dc.identifier (Other Identifiers) G0973560331en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/52733-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 97356033zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) This research explores the relationship between intention and actual usage of self-service technology (SST), and investigates the effects of facilitating conditions and customer readiness on customer adoption of SST.
In recent years, self-service technologies have created many new service contents; nevertheless, the actual utilization is not actually common yet. Therefore, this research try to explore the relationship between customer readiness and facilitating conditions on the actual use of SST, then focus on narrowing the gap between intention to use SST and actual usage of SST. We believe that this understanding is imperative for service providers to make proactive strategies for fostering customers’ intention and actual usage of the SST.
The framework makes it possible to understand and predict customer trial related to using self-service technology by thoroughly examining underlying customer readiness degree and use the internet to illustrate how our framework can be applied to study customer behavior related to a specific self-service technology. To analyze the longitudinal effect, a two-stage survey was conducted and lasted for seven months. As it is well known that behavior intention does not necessary lead to actual behavior, our findings offer proactive strategies to service providers in turning intention into actual usage. Implications are discussed for managerial strategy as well as for future research.
The research can be referred as marketing strategy for self-service or kiosk industry, and on academic contribution of narrowing the gap between intention and actual use. It is expected that it is helpful to facilitate self-service development and to enrich customer experience and competitiveness in Taiwan.		en_US
dc.description.tableofcontents List of Figures.........................................ii
List of Tables..........................................ii
English Abstract ......................................iii

CHAPTER ONE: INTRODUCTION 3
1.1 Background 3
1.2 Research Motivations and Objectives 4
CHAPTER TWO: LITERATURE REVIEW 6
2.1 Theory of Planned Behavior 6
2.2 Self-service technologies (SSTs) 11
2.2.1 KIOSK 14
2.3 Customer readiness and SST 16
2.4 Facilitating Conditions 20
CHAPTER THREE: METHODOLOGY 25
3.1 Research Framework and Hypothesis Development 25
3.1.1 Intention to use SST 25
3.1.2 Customer Readiness 26
3.1.3 Facilitating Conditions 27
3.2 Ressearch Operational Definition 27
3.3 Questionnaire Development 28
3.4 Measurement 30
3.5 Research Methodology 30
CHAPTER FOUR: ANALYSES 31
4.1 Sample and Data Collection 31
4.2 Confirmatory Factor Analyses 33
4.3 Descriptive Statistics and Correlation for all Variables 35
4.4 Results 35
4.4.1 Paired sample T-test 37
CHAPTER FIVE: DISCUSSION 38
CHAPTER SIX: CONCLUSIONS 40
6.1 Limitations and directions for future research 40
6.2 Implications for Practice 40
REFERENCES 43
APPENDIX A 51
APPENDIX B 56		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0973560331en_US
dc.subject (關鍵詞) Theory of Reasoned Action (TRA)en_US
dc.subject (關鍵詞) Theory of Planned Behavior (TPB)en_US
dc.subject (關鍵詞) Self-service Technology (SST)en_US
dc.subject (關鍵詞) Customer Readiness (CR)en_US
dc.subject (關鍵詞) Facilitating Conditions (FC)en_US
dc.title (題名) 由意圖轉為使用: 自助服務科技之顧客準備度及促成條件之縱時探討zh_TW
dc.title (題名) From intention to use: a longitudinal investigation on customer readiness and facilitating conditions of self-service technologyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Aho. D (1994). Kiosks the Good, Bad and Ugly. Advertising Age.zh_TW
dc.relation.reference (參考文獻) 2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.zh_TW
dc.relation.reference (參考文獻) 3. Ajzen, I., and Fishbein, M. (2005).The influence of attitudes on behavior. In D. Albarracín, B. T. Johnson, and M. P. Zanna (Eds.), The handbook of attitudes (pp. 173-221). Mahwah, NJ: Erlbaum.zh_TW
dc.relation.reference (參考文獻) 4. Ajzen, I. (2008). Consumer attitudes and behavior. In C. P. Haugtvedt, P. M. Herr and F. R. Cardes (Eds.), Handbook of Consumer Psychology, 525- 548. New York: Lawrence Erlbaum Associates.zh_TW
dc.relation.reference (參考文獻) 5. Ajzen, I., Czasch, C., and Flood, M.G. (2009). From intentions to behavior: Implementation intention, commitment, and conscientiousness. Journal of Applied Social Psychology, 39, 1356–1372.zh_TW
dc.relation.reference (參考文獻) 6. Bagozzi, R.P., Yi, Y. and Phillips, L.W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421-459.zh_TW
dc.relation.reference (參考文獻) 7. Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.zh_TW
dc.relation.reference (參考文獻) 8. Bateson, J.E.G. and Hui, M.K.M. (1985). Perceived Control as A Crucial Perceptual Dimension of the Service Experience: An Experimental Study, in: CF. Chicago, 187-192.zh_TW
dc.relation.reference (參考文獻) 9. Bitner, M.J., Amy L.O., and Matthew L.M. (2002). Implementing Successful Self-Service Technologies. Academy of Management Executive, 16(4), 96-109.zh_TW
dc.relation.reference (參考文獻) 10. Bowen, D. (1986). Managing customers as human resources in service organizations. Human Resource Management, 25(3), 371-383.zh_TW
dc.relation.reference (參考文獻) 11. Carte, T.L. and Russell, C.J. (2003). In pursuit of moderation: nine common errors and their solutions. MIS Quarterly, 27(3), 479-501.zh_TW
dc.relation.reference (參考文獻) 12. Chin, W.W. (1998). The partial least squares approach to structural equation modeling. in G.A. Marcoulides (Ed). Modern Methods for Business Research, Mahwah, NJ, Lawrence Erlbaum Associates, 295-336.zh_TW
dc.relation.reference (參考文獻) 13. Chen S.H., Chen H.H., and Chen M.F. (2009). Determinants of satisfaction and continuance intention towards self-service technologies. Industrial Management + Data Systems, 109(9), 1248-1263.zh_TW
dc.relation.reference (參考文獻) 14. Collier, J., and Sherrell, D. (2010). Examining the influence of control and convenience in a self-service setting. Academy of Marketing Science Journal, 38(4), 490-509.zh_TW
dc.relation.reference (參考文獻) 15. Curran, J.M., Meuter, M.L., Surprenant, C.F. (2003). Intentions to Use Self-Service Technologies: A Confluence of Multi Attitudes. Journal of Service Research, 5(3), 209-224.zh_TW
dc.relation.reference (參考文獻) 16. Curran, James M. and Matthew L. Meuter (2005), Self-Service Technology Adoption: Comparing Three Technologies," Journal of Services Marketing, 19 (2) 103-113.zh_TW
dc.relation.reference (參考文獻) 17. Dabholkar, Pratibha A. (1992), Role of Affect and Need for Interaction in On-Site Service Encounters, in Advances in Consumer Research, 19, John F. Sherry and Brian Sternthal,eds. Provo, UT: Association for Consumer Research, 563–569.zh_TW
dc.relation.reference (參考文獻) 18. Dabholkar, Pratibha A. (1996), Consumer Evaluations in New Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality. International Journal of Research in Marketing, 13 (1), 29–51.zh_TW
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