Risk Perception and Its Impact on the Preference of Using Self-Service Technology

• Main Authors: Bin-Hung Tsai, 蔡秉泓
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/65784027505842778378

碩士 === 銘傳大學 === 國際企業學系碩士班 === 93 === The development of information technology (IT) has changed the interrelationship between corporation and its customers. By employing the information technology to delivery customer value will become the main competition tool in the Ages. Moreover, the evolution of IT also makes the possibilities of switching high cost of full service to low cost of self-service. Namely, face to face service is not the only method to buy product or service, on the other hand, customer can get product or service from self service technique (SST). Therefore, the main purpose of this study is to investigate the factors which influence the using behavior of SST. Among the factors which may affect the using behavior of SST, risk perception is regarded to be the important one. As the SST exchange is transmitting by Internet or certain information station, the exchange technique exists certain risk. On the same token, consumer’s risk perception increased by the fast development of SST. In this study, we examine how consumer forms his risk perception by external information cues as well as internal information cues. This is the second purpose of this study. Finally, the study employs LISREL structure model to test the causal relationship between internal cue, external cue, risk perception and the preference of using SST. In addition, the empirical study investigates the Electronic Human Resource (HER) system. The HER becomes more and more important in the field of human resource management. In general, it is could reduce cost of overhead cost and could increase the self-control by staffs themselves. Therefore, the study could provide further insight for the company. This is the third purpose of the study. The study found that, first, life of value (LOV) has no significant influence on consumer’s risk perception. Second, consumer’s risk perception has significant impact on the preference of using SST. Third, there exists a significant intervention effect. Namely, risk perception is more likely to influence the preference of using SST when consumers are with higher motivation than when they are not. Finally, the level of education has significantly impact on risk perception of using SST. From a managerial perspective, when a company introduces a SST system, it is better to implement in higher education level staffs. Besides, the company should increase the motivations for using SST, then the risk perception of using SST would be reduced.