| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 100 === Abstract
Previous research suggested that inseparability was not a characteristic of services. Since service separation could increase service convenience and perceive risk. However, many services could be separated from their production because of technology. This research examined the effect of service separation on service convience, perceive risk and perceive value, meanwhile discussed the moderating effet of technology anxiety. The researcher operationalized service separation into store shopping and internet shopping. We collected 679 questionnaires from respondents, and analysed the data collected by t test, regression and ANOVA analysis.
The results indicated as follows: First, service separation increased customers’ perception of serve convenience and perceived risk. Secondly, perceived value had a positive relationship with service convenience, but had a negative relationship with perceived risk. And there is mediating effects of service convenience partially and suppression effects of perceived risk on perceived value. Third, technology anxiety caused moderating effect on service separation and service convenience, perceived value. According to the result, service separation business not only could do more benefit to customers, but also with some risk. Therefore, service separation business couldn’t substitute service inseparation, it was just alternative business for customers. If service providers could improve service convenience, reduce customers’ perceive risk and customers’ technology anxiety simultaneously, customers would perceive more value. Finally, the theoretical contributions and managerial implications and further research suggested.
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