An Empirical Analysis on the Formation of Attitude toward Self-Service Technologies with Category-Based Affect：A Case of Online Trading System in terms of Price Sensitivity and Perceived RiskAn Empirical Analysis on the Formation of Attitude toward Self

• Main Authors: Chia-Hong Liu, 劉家宏
• Other Authors: 留淑芳
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/88006963573363804475

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 95 === In the process of service delivery, the service encounter is the critical factor at the Moment of Truth. Most new technologies (such as Telephone Voice System, Automated Interface, Internet, and Computer Technology, etc.) make a great impact to the management in Service Industry. This paper starts from consumer’s attitude and influence of category-based affect (Bobbitt & Dabholkar, 2001), our main objective is to understand the formation of attitude toward Self-Service Technologies with Category-Based Affect. We confirm the model by using Structural Equation Modeling (SEM), with the moderator variables of consumer price sensitivity and consumer perceived risk. The empirical results show that the consumer’s attitude towards self-service and the attitude towards technology have the positive influence to the attitude towards self-service technology. This model has the partial influence with moderator variable price sensitivity and perceived risk.