The Determinants of Consumer Evaluation and Behavioral Intentions toward Self-service Technology

• Main Authors: Yu-Chi Lin, 林祐祺
• Other Authors: Hsin-Hsin Chang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/45634785867623341426

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === Form the viewpoint of marketing, new service provision options are considered to be powerful opportunities to decrease the limitations of time and place in the process of service delivery. From 2004, with the increase of competitiveness within the Taiwan convenient store industry, most firms started to apply a self-service technology, called interactive kiosks, to extend service options, fulfill consumers’ varied needs at all times, and to indirectly increase consumption by means of increasing the frequency with which they enter stores. Because self-service technology applied in convenient stores is different from a traditional service process, the existence of service providers and consumers’ perception of this new technology will influence whether consumers adopt this new service or not. As a result, the need for interaction with service providers and technology readiness is discussed herein in order to demonstrate the effect of these two factors on consumers’ perception of self-service technology. In addition, when consumers have chosen to adopt self-service technology, the subsequent formation of their evaluations will influence their follow-up behavioral intentions. Hence, the perceived service quality- behavioral intentions process and two intermediary factors, satisfaction and perceived value of self-service technology, were adopted to discuss the determinants of behavioral intentions. The results gave evidence to support the theoretical statement and hence, offer keys to the implementation of both the theory and its direct application by management.