SSTs情境下顾客技术准备的结果模型

发布时间：2018-04-19 06:13

本文选题：自助服务技术 + 顾客技术准备　；参考：《管理评论》2011年11期

【摘要】：已有研究探讨了顾客技术准备对顾客采用、尝试自助服务技术(SSTs)的影响,而忽视了其引发的结果。研究借鉴人力资源管理当中相关概念和成果,构建自助服务技术情境下顾客技术准备的结果模型,并通过收集248名网上银行使用者的数据,利用偏最小二乘法(PLS)进行结构方程建模来验证假说。研究结果表明在自助服务技术情境下,顾客技术准备对顾客感知的SSTs服务质量、感知价值、顾客满意有显著的正向作用;而对感知风险则有负向影响。各个结果变量之间的关系也都符合传统服务营销领域中的研究结果,除了感知价值和感知风险之间的关系。由于受到性别的调节作用,感知价值与感知风险没有出现研究所期望的负向关系。研究结论为未来自助服务技术研究和实施有效的自助服务技术管理提供借鉴。
[Abstract]:The influence of customer technical preparation on customer adoption and self-service technology has been studied, but the results caused by it have been ignored.Based on the related concepts and achievements in human resource management, the paper constructs the result model of customer technical preparation in the context of self-service technology, and collects 248 online bank users' data.The partial least square method (PLS) is used to model the structure equation to verify the hypothesis.The results show that in the context of self-service technology, customer technical readiness has a significant positive effect on customer perceived SSTs service quality, perceived value and customer satisfaction, while it has a negative impact on perceived risk.The relationship between each result variable is also consistent with the traditional research results in the field of service marketing, except the relationship between perceived value and perceived risk.There is no negative relationship between perceived value and perceived risk due to gender regulation.The conclusion provides reference for future self-service technology research and implementation of effective self-service technology management.
【作者单位】：东北大学工商管理学院;中国科学技术大学管理学院;
【基金】：国家自然科学基金项目(71172151;71072121) 教育部人文社科项目(09YJC630026) 中国博士后科学基金项目(20110491500) 东北大学基本科研业务费项目(N090306002)
【分类号】：F832.2;F274;F224

【共引文献】