The Study of Consumers’ Intention of Using Web-Based Self-Service in Physical Industry

• Main Authors: Cheng-Hang Wu, 吳政航
• Other Authors: Ming-Hsien Yang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/51754734425143559769

碩士 === 輔仁大學 === 資訊管理學系 === 94 === The improvement of technology has strong impacts and challenges on companies because service is not only delivered by employees, but also by self-service technologies, such as interactive voice response systems, interactive KIOSK and Internet. Physical industry facing the pressure of raising labor cost, start to apply the advanced technology to improve the operational efficiency and service quality. But the key to introduce the web-based self-service (WBSS) is the acceptance of consumers. In order to explore the usage of the consumers’ intention, we adopt the technology acceptance model to develop the usage of web-based self-service. Through the scenarios experiment, we find out the influence of consumers’ intention by responsiveness, controllability and access speed. It can provide physical industries guidelines of how to design and manager the web-based self-service. After the empirical analysis, we found that responsiveness, controllability and access speed will influence the consumers’ intention of using the web-based self-service. Above all, controllability has the greatest impact on the consumers’ intention of using WBSS, because they can control the process of the service independently. In order to enhance their intention of using WBSS, physical industries should provide higher flexibility to consumers during the delivery of service. In addition, responsiveness also has a positive impact on the consumers’ intention of using WBSS. It will be helpful if physical industries can provide good feedbacks and communication channels, such as frequently asked questions, message boards and e-mail to consumers. Finally, the access speed of web page will influence the consumers’ intention of using WBSS. Therefore, physical industries not only provide the higher flexibility, good feedbacks and communication channels to consumers, but also need to maintain the speed of web page, avoiding the waiting time causing the negative impact on consumers. We suggest that physical industries should enhance their flexibility of service, feedback mechanisms and the speed of web pages to enhance consumers’ intention of using WBSS.