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研究生:張慈芬
研究生(外文):Tzu-Fen Chang
論文名稱:知覺控制與知覺風險對創新抵制關聯性之研究(以Q-Shop為例)
論文名稱(外文):A Study on the Impact of Consumers’Perceived Control and Perceived Risk to Innovation Resistance (A case study: Q-Shop)
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:160
中文關鍵詞:知覺控制(Perceived control)知覺風險(Perceived risk)創新抵制(Innovation resistance)
外文關鍵詞:Perceived controlPerceived riskInnovation resistance
相關次數:
  • 被引用被引用:5
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  • 收藏至我的研究室書目清單書目收藏:1
近年來,隨著服務業之蓬勃發展,各種業態不斷推陳出新,加上環境變遷與消費者偏好的轉變,同時,面對全球化的洪流與科技的革新,流通業必須面臨市場激烈的競爭。因此,發展創新服務以符合顧客需求,進而創造顧客價值,儼然成為企業所需重視的一門課題。很多公司開始推出新服務及新通路來創造自己的競爭優勢與利基。銀行的ATM、便利商店的多媒體機或是無人商店的販賣機這類的自助服務科技也都為順應此潮流而開始嶄露頭角,它們的出現似乎改變了消費者的生活型態,也改變了顧客與公司間互動的關係。然而,相較於先進國家,自助服務機在台灣的普及率似乎不高,甚至有很多功能也乏人問津。有鑑於此,本研究認為其背後的理由勢必值得去探究一番,決定以創新抵制為根基,並加入知覺控制與知覺風險進一步去探討消費者不去使用自助服務科技的因素。 本研究以問卷方式進行檢定,研究對象以台北、台中和高雄這三個地區曾使用過或未使用過自助服務科技的消費者做為調查對象,取得有效問卷為302份。研究結果發現(1)消費者知覺控制的程度對於創新抵制程度有顯著負向影響。(2)消費者知覺風險的程度對於創新抵制呈顯著正向影響。(3)消費者知覺控制程度對於知覺風險具顯著負向影響。 最後再根據研究結果與研究發現提出一些實務建議與行銷策略,期能為業者帶來有效的制定策略並可利用此來降低消費者抵制程度,此外也提供未來研究方向,以供後續學者參考。
Recently, service industry is flourishing, environment and the demand of consumer change, thus distribution industry face with intensive market competition. Meanwhile, confronted with globalization and the renovation of technology, it is very essential for businesses to develop innovative service to cope with customers‘ demand, further to create customers‘ value. Therefore, many companies begin to develop new channel and new service skills to create competitive advantage and develop its niche. Self-Service Technologies (SSTs) such as ATM, Multiple Media Kiosk; MMK, Smart vending machine appear to follow the trend, its emergence is revalorizing not only our lifestyle but also the way consumers interacting style with firms. However, comparing to advanced countries, the popularity of SSTs seems not good enough in domestic market.
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Despite companies strive for persuading their customers to adopt new SSTs, all consumers will neither use the new technologies, nor see these changes as improvements and very little is known about factors influencing customer usage of these SSTs options. Thus this study eager to explore the reason of resisting to adopt SSTs base on innovation resistance theory, and adds two factors - perceived control and perceived risk to discuss their impact on innovation resistance. An empirical study was conducted to survey people who had been used SSTs or had not been used it and they live in Kaohsiung, Taizhong and Taipei. A total of 302 effective samples were collected. The research findings are summarized as follows: (1) The higher of perceived control customer has in using SSTs, the lower innovation resistance customer has. (2) The higher of perceived risk customer has in using SSTs, the higher innovation resistance customer has. (3) The higher of perceived control customer has in using SSTs, the lower perceived risk customer has. The result proves the research hypotheses. In final, the conceptual of this study may provide some insights and strategies to practitioner; furthermore, future research directions and limitations are also addressed.
Table of contents
Abstract .............................................................................................................. ii
Acknowledgement ............................................................................................. iv
Table of contents ................................................................................................ v
List of tables ................................................................................................... viii
List of figures ..................................................................................................... x
Chapter 1 Introduction ....................................................................................... 1
1.1 Research Background ....................................................................... 1
1.1.1 Self- service technology in Taiwan ........................................ 2
1.2 Research Motivation......................................................................... 3
1.3 Research Purpose ............................................................................. 5
Chapter 2 Literature Review .............................................................................. 6
2.1 Service Encounter............................................................................. 6
2.1.1 The Definition of Service Encounter ..................................... 6
2.1.2 Classification of Service Encounters ...................................... 7
2.1.3 Customer‘s Attitude to Service Encounters ........................... 9
2.2 Self-Service Technology ................................................................ 12
2.2.1 The definition of SSTs .......................................................... 13
2.2.2 The types of SSTs ................................................................. 16
2.2.3 The dis/satisfaction factors to adopt SSTs ............................ 19
2.2.4 The introduction of Q-Shop ................................................. 25
2.3 Innovation resistance ...................................................................... 29
2.3.1 Innovation ............................................................................. 29
2.3.2 Consumer Characteristics ..................................................... 30
2.3.3 The definition of innovation resistance ................................ 30
2.3.4 The characteristics of innovation resistance ......................... 33
2.3.5 A model of innovation resistance ......................................... 33
2.3.6 The source of innovation resistance ..................................... 35
2.3.7 The outcome of Innovation resistance.................................. 40
2.4 Perceived control ............................................................................ 45
2.4.1 The types of perceived control ............................................. 47
2.4.2 Perceived control and Service .............................................. 52
2.4.3 Perceived control and Self-service ....................................... 53
vi
2.5 Perceived risk ................................................................................. 55
2.5.1 The definition of perceived risk ........................................... 55
2.5.2 The types of risk ................................................................... 58
2.5.3 Consumer characteristics ...................................................... 60
2.5.4 The assessment of perceived risk ......................................... 61
2.5.5 Perceived risk and Self-service ............................................ 61
2.5.6 Perceived risk and perceived control ................................... 63
Chapter 3 Methodology .................................................................................... 65
3.1 Conceptual framework ................................................................... 65
3.2 Hypotheses ..................................................................................... 68
3.3 Variables Definition and Questionnaire Design ............................. 71
3.3.1 Variables Definition .............................................................. 71
3.3.2 Questionnaire Design ........................................................... 73
3.4 Reliability and validity analysis ..................................................... 77
3.4.1 Validity .................................................................................. 77
3.4.2 Reliability ............................................................................. 78
3.5 Data Collection ............................................................................... 82
3.5.1 Sampling Design .................................................................. 82
3.5.2 Sample descriptive ............................................................... 84
3.5.3 Data analysis ......................................................................... 86
Chapter 4 Research Result ............................................................................... 87
4.1 Reliability ....................................................................................... 87
4.2 Descriptive statistics ....................................................................... 88
4.3 Analysis of variance (ANOVA) ..................................................... 93
4.4 Testing of Hypotheses .................................................................... 99
4.4.1 Correlation analysis .............................................................. 99
4.4.2 Linear regression analysis .................................................. 100
Chapter 5 Discussion ...................................................................................... 104
5.1 The reason of innovation resistance ............................................. 104
5.1.1 Gender vs. Innovation resistance ....................................... 107
5.2 Perceived risk vs. Innovation resistance ...................................... 107
5.2.1 Gender vs. Risk .................................................................. 110
5.2.2 Education vs. Risk .............................................................. 110
5.3 Perceived control vs. Innovation resistance ................................. 111
vii
5.3.1 Gender vs. Perceived control .............................................. 112
5.3.2 Age vs. Perceived control ................................................... 112
5.4 Perceived Risk vs. Perceived Control .......................................... 113
Chapter 6 Implication & Limitation ............................................................... 114
6.1 Managerial Implication ................................................................ 114
6.2 Limitations and Future Research Directions ................................ 115
Reference ........................................................................................................ 117
Appendix A Expertise validity ....................................................................... 128
Appendix B Empirical Test Questionnaire .................................................... 138
Appendix C Expertise Validity ....................................................................... 145
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Thesis:
1. 廖凡雅 (2006),手機使用者對於3G 影音服務之創新抵制因素來源分析,台灣科技大學企業管理系,碩士論文。
2. Liu I-Hsien (1999), A Study on the Influence of Perceived Risk in Consumer‘s Choice between Personnel and Self -service Technologies, National Kaohsiung First University of Science and Technology, Master of Business Administration.
3. Jinhui Wang& Jose Namen (2004), Customer Adoption of Technology-Based Self-Service: a case study on airport self check-in service, Master of Science Program in Business and Economics Specialization.
4. Murray, Keith B. (1985), Risk Perception and Information Source Use for Products Differing in Service Attributes, Arizona State University; Tempe, Arizona, Doctoral Dissertation.
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