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研究生:謝瑞珊
研究生(外文):Hsieh, Jui Shan
論文名稱:由意圖轉為使用: 自助服務科技之顧客準備度及促成條件之縱時探討
論文名稱(外文):From intention to use: a longitudinal investigation on customer readiness and facilitating conditions of self-service technology
指導教授:李有仁李有仁引用關係
指導教授(外文):Li, Eldon Y
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文出版年:2010
畢業學年度:99
語文別:英文
論文頁數:58
外文關鍵詞:Theory of Reasoned Action (TRA)Theory of Planned Behavior (TPB)Self-service Technology (SST)Customer Readiness (CR)Facilitating Conditions (FC)
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This research explores the relationship between intention and actual usage of self-service technology (SST), and investigates the effects of facilitating conditions and customer readiness on customer adoption of SST.
In recent years, self-service technologies have created many new service contents; nevertheless, the actual utilization is not actually common yet. Therefore, this research try to explore the relationship between customer readiness and facilitating conditions on the actual use of SST, then focus on narrowing the gap between intention to use SST and actual usage of SST. We believe that this understanding is imperative for service providers to make proactive strategies for fostering customers’ intention and actual usage of the SST.
The framework makes it possible to understand and predict customer trial related to using self-service technology by thoroughly examining underlying customer readiness degree and use the internet to illustrate how our framework can be applied to study customer behavior related to a specific self-service technology. To analyze the longitudinal effect, a two-stage survey was conducted and lasted for seven months. As it is well known that behavior intention does not necessary lead to actual behavior, our findings offer proactive strategies to service providers in turning intention into actual usage. Implications are discussed for managerial strategy as well as for future research.
The research can be referred as marketing strategy for self-service or kiosk industry, and on academic contribution of narrowing the gap between intention and actual use. It is expected that it is helpful to facilitate self-service development and to enrich customer experience and competitiveness in Taiwan.
List of Figures.........................................ii
List of Tables..........................................ii
English Abstract ......................................iii

CHAPTER ONE: INTRODUCTION 3
1.1 Background 3
1.2 Research Motivations and Objectives 4
CHAPTER TWO: LITERATURE REVIEW 6
2.1 Theory of Planned Behavior 6
2.2 Self-service technologies (SSTs) 11
2.2.1 KIOSK 14
2.3 Customer readiness and SST 16
2.4 Facilitating Conditions 20
CHAPTER THREE: METHODOLOGY 25
3.1 Research Framework and Hypothesis Development 25
3.1.1 Intention to use SST 25
3.1.2 Customer Readiness 26
3.1.3 Facilitating Conditions 27
3.2 Ressearch Operational Definition 27
3.3 Questionnaire Development 28
3.4 Measurement 30
3.5 Research Methodology 30
CHAPTER FOUR: ANALYSES 31
4.1 Sample and Data Collection 31
4.2 Confirmatory Factor Analyses 33
4.3 Descriptive Statistics and Correlation for all Variables 35
4.4 Results 35
4.4.1 Paired sample T-test 37
CHAPTER FIVE: DISCUSSION 38
CHAPTER SIX: CONCLUSIONS 40
6.1 Limitations and directions for future research 40
6.2 Implications for Practice 40
REFERENCES 43
APPENDIX A 51
APPENDIX B 56


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