| Summary: | 碩士 === 國立高雄第一科技大學 === 服務科學管理研究所 === 100 === Front-line employees in the service sector play a very important role, not only are they a key factor in service delivery, their sales practices are the first step in the organization to create value. The purpose of this study was to explore relevance between front-line employees’ technology acceptance attitude, human resources competencies, perceived usefulness and selling behavior under the rapid development of information technology environment. In this study, a questionnaire survey was carried out among several insurance service providers and automotive distribution service providers in Taiwan. 336 valid questionnaires were collected and analyzed using the Chinese version of SPSS 19.0 software for data analysis. The results showed that: (1)Technology acceptance attitude of the service industry personnel has a significantl positive effect on selling behavior；(2)Human resources competencies of employees and executives in the service industry have significant positive effects on selling behavior；(3)Perceived usefulness of the service industry personnel has a significant positive effect on selling behavior；(4)Human resources competencies of employees and executives in the service industry partially interfere with the positive relationship between technology acceptance attitude and selling behavior；(5)Perceived usefulness of the service industry personnel partially interferes with the positive relationship between technology acceptance attitude and selling behavior。
The results of this study can be used as a reference for the internal purposes of the training of information technology courses and to develop more effective management strategies. Finally, this study discussed the findings and management implications, and provides suggestions for future research.
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