A Study on the Introduction of Service Technology and Customers’ Responses

• Main Authors: Yung-Chih Su, 蘇勇誌
• Other Authors: Cedric H.J. Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/96203775762698878271

碩士 === 國立東華大學 === 企業管理學系 === 94 === The research framework is based on Technology Acceptance Model 2 and it also combined perceived control and satisfaction. This research framework discussed responses that customers use online stock trading system, and applied Linear Structural Equation to study the relationship among subject norm, perceived image, service process relevance, perceived of usefulness, perceived ease of use, perceived control, aatisfaction and intention to use from the investors. This research also applied One-Way ANOVA to discuss different securities business, internet experience and demographic characteristics in every dimension. In this research, we found: 1. Combining perceived control and TAM2, we found service process relevance and perceived ease of use impacted significantly perceived control, and perceived control significantly affected satisfaction and intention to use. Therefore, perceived control and satisfaction would impact the customers to use the online stock trading system again whether or not, and securities business should paid more attention into these two dimensions. In the future, when researching TAM, one could use perceived control as a major dimension. 2. In this research, internet experience could impact evaluation of perceived of usefulness, perceived ease of use, service process relevance, perceived control and intention to use. If more internet experience the customers have, more help for the securities business’ online stock trading system. 3. In our dimensions, the evaluation of perceived image is the lowest, it imply customers think that using the online stock trading system couldn’t enhance their status. 4. The difference between original TAM2 is that we focus on company’s customers rather than employees. Therefore, the result showed that TAM2 could not only apply to company’s employees but also to customers.