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研究生:劉家宏
研究生(外文):Chia-Hong Liu
論文名稱:分類理論對自助服務科技態度形成實證分析-以網路交易系統為例
論文名稱(外文):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
指導教授:留淑芳留淑芳引用關係
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:商務經營研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:67
中文關鍵詞:自助服務科技分類理論價格敏感度個人認知風險
外文關鍵詞:Self-Service Technologies(SSTs)Category-Based AffectPrice SensitivityPerceived Risk
相關次數:
  • 被引用被引用:5
  • 點閱點閱:527
  • 評分評分:
  • 下載下載:196
  • 收藏至我的研究室書目清單書目收藏:5
服務傳遞過程中,服務接觸(Service Encounter)乃創造關鍵時刻(Moment of Truth)的要素,新興科技如:電話語音系統、自動化接觸介面及網際網路科技等皆加入了服務的傳遞流程,使得科技型的服務接觸(Technology-Based Service Encounter)對服務業的經營與管理帶來很大的衝擊與挑戰。
本研究參考整合數個與自助服務科技相關的態度理論為基礎(Bobbitt & Dabholkar, 2001),從消費者態度與分類理論為研究出發點,結合消費者對價格敏感度與認知風險的干擾變項來探討網路自助服務科技下的消費者態度模型。本研究採用結構方程模式(SEM)驗證研究架構。
本研究結果證實了消費者對於網路交易系統的態度存在著分類效果,即消費者對自助服務的態度與對於科技的態度會顯著影響消費者對於此自助服務科技的態度。而藉由結構方程模式的分析,可確認自助服務的便利性對於自助服務的態度具有顯著影響;在衡量對於網路交易系統的態度部份,認知易用性、認知實用性、可試用性以及情感態度都能有效解釋消費者對於此服務科技的態度。而在消費者個人認知風險與價格敏感度的干擾部份,價格敏感度高低對於模型具有部份干擾效果,個人認知風險高低對於整體態度模型具有部份干擾效果。
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.
目錄
中文摘要 .................................................... i
英文摘要 .................................................... ii
誌謝 .................................................... iii
目 錄 .................................................... iv
表目錄 .................................................... v
圖目錄 .................................................... vi
第一章 緒論 ............................................. 1
第一節 研究背景 ........................................1
第二節 研究動機 ........................................3
第三節 研究目的 ........................................5
第四節 研究流程 ........................................5
第二章 文獻探討與假說推論 ............................. 7
第一節 自助服務科技.................................... 7
第二節 分類理論 ........................................9
第三節 網路交易系統.................................... 15
第四節 價格敏感度...................................... 18
第五節 認知風險 ....................................... 21
第三章 研究方法 ........................................ 24
第一節 研究架構 ....................................... 24
第二節 研究假說 ....................................... 25
第三節 變數定義與衡量.................................. 25
第四節 問卷設計 ....................................... 33
第五節 結構方程模式.................................. 35
第四章 資料分析 ......................................... 37
第一節 樣本敘述性分析.................................. 38
第二節 信度與效度分析.................................. 43
第三節 驗證性因素分析.................................. 44
第四節 結構方程模式分析................................ 48
第五節 干擾效果分析.................................... 50
第五章 結論與建議 ....................................... 61
第一節 研究結果 ....................................... 61
第二節 管理意涵 ....................................... 63
第三節 研究限制 ....................................... 66
第四節 未來研究方向.................................... 67
【參考文獻】................................................. 68
一、中文部份............................................. 68
二、英文部份............................................. 69
【附錄】 正式問卷 ....................................... 76


表目錄
表3-1研究假設彙整表.............................................. 25
表3-2自助服務的便利性衡量問項表.................................... 26
表3-3自我控制與整體喜好程度的衡量問項表............................. 27
表3-4科技準備度的衡量問項表....................................... 28
表3-5科技焦慮感的衡量問項表....................................... 28
表3-6科技相容性的衡量問項表....................................... 29
表3-7認知易用性的衡量問項表....................................... 30
表3-8認知實用性的衡量問項表....................................... 30
表3-9可試用性的衡量問項表......................................... 31
表3-10情感態度的衡量問項表........................................ 31
表3-11價格敏感度的衡量問項表...................................... 32
表3-12認知風險的衡量問項表........................................ 32
表3-13前測信度分析表............................................. 33
表4-1樣本結構分析表.............................................. 38
表4-2消費者對自助服務態度的構面問項分析表........................... 39
表4-3消費者對科技態度的構面問項分析表............................... 40
表4-4消費者對網路交易系統態度的構面問項分析表 ....................... 41
表4-5消費者個人認知風險問項分析表.................................. 42
表4-6消費者價格敏感度問項分析表.................................... 42
表4-7各構面之信度整理表........................................... 43
表4-8組成信度與變異抽取量整理表.................................... 46
表4-9相關係數表.................................................. 47
表4-10適配指標與本研究結果........................................ 48
表4-11研究模型未標準化路徑係數與對應之假設.......................... 49
表4-12價格敏感度巢套模型比較表..................................... 55
表4-13認知風險巢套模型比較表...................................... 60
表5-1研究結果彙整表.............................................. 61

圖目錄
圖1-1 研究流程圖 ………………………………………………………… 6
圖2-1 整合態度理論 ………………………………………………………. 10
圖2-2 科技接受模式 ………………………………………………………. 16
圖3-1 研究概念架構圖 …………………………………………………… 24
圖3-2 消費者對自助服務態度的衡量模式圖 ……………………………. 26
圖3-3 消費者對科技態度的衡量模式圖 ………………………………… 27
圖3-4 消費者對網路交易系統態度的衡量模式圖 ………………………. 29
圖4-1 線性結構模式關係圖 ………………………………………………. 49
圖4-2 AMOS參數設定圖.......................................... 50
圖4-3 預設模式下的群組1之SEM路徑圖............................. 51
圖4-4 預設模式下的群組2之SEM路徑圖............................. 51
圖4-5 模式A下的群組1之SEM路徑圖................................ 52
圖4-6 模式A下的群組2之SEM路徑圖................................ 52
圖4-7 模式B下的群組1之SEM路徑圖............................... 53
圖4-8 模式B下的群組2之SEM路徑圖................................ 53
圖4-9 模式AB下的群組1之SEM路徑圖............................... 54
圖4-10 模式AB下的群組2之SEM路徑圖............................... 54
圖4-11 預設模式下的群組1之SEM路徑圖.............................. 56
圖4-12 預設模式下的群組2之SEM路徑圖.............................. 56
圖4-13 模式C下的群組1之SEM路徑圖................................. 57
圖4-14 模式C下的群組2之SEM路徑圖................................. 57
圖4-15 模式D下的群組1之SEM路徑圖................................. 58
圖4-16 模式D下的群組2之SEM路徑圖................................. 58
圖4-17 模式CD下的群組1之SEM路徑圖................................ 59
圖4-18 模式CD下的群組2之SEM路徑圖............................... 59
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