顾客继续使用自助服务技术影响因素研究  

An Integrated Determinants Model of Continued Use Self-service Technology

作　　者：曹忠鹏[1] 赵晓煜[1] 代祺[2] 

机构地区：[1]东北大学工商管理学院 [2]中国科学技术大学管理学院

出　　处：《南开管理评论》2010年第3期90-100,共11页Nankai Business Review

基　　金：国家自然科学基金项目(70672021)资助

摘　　要：过去,自助服务技术(SST)研究更多关注有关顾客采纳、尝试模型。与获得新顾客相比,促使已有顾客继续使用SST不失为一种更有效的营销策略。本研究基于期望—不一致理论、归因理论,以及顾客参与、忠诚相关研究成果,聚焦于顾客继续使用SST,并提出继续使用SST影响因素整合模型。利用网络问卷调查了248名网络银行使用者,研究结果表明:(1)服务质量、顾客满意、顾客价值和自我效能对继续使用SST有显著的影响作用;(2)服务质量通过顾客价值、顾客价值通过顾客满意都对继续使用SST有间接效果;(3)感知风险对顾客继续使用SST意愿没有显著影响,这是因为它与自我效能的交互效应起到了显著的作用。研究结论对深入了解顾客继续使用SST、扩展有关SST研究奠定了基础,也可为企业实施有效的SST管理提供借鉴。Self-service technology（SST）such as airline ticketing machines,automatic teller machines,and internet-based shopping services are increasingly changing the way customers interact with firms to create service outcomes.Given that the emphasis in the academic literature has focused almost exclusively on the trial period of SST,further researches need to be conducted in areas of customers’adoption,acceptance and trial SST models.In comparison to new adopter acquisition,continued use is a costeffective market strategy.It costs 5-10 times more to recruit a new customer than to retain an existing one,customer retention has now become even more important than customer acquisition.So, customers continued use is more critical than customer trial for service providers to implement SST,which results in productivity and cost savings,eliminate service-specification errors,speed service,and improve service consistency for firms.Based on expectdisconfirmation theory,attribution theory and research findings of customer participation and customer loyalty,this study concentrates on continued use SST and proposes integrated determinants of continued use SST model.Through online questionnaire survey,the data of 317 customers’perception and intention about online banking are collected.Being a components-based structural equations modeling technique,partial least square（PLS）is used to analyze the 248 useful data and test the proposed hypotheses. Results show that service quality,customer satisfaction,customer value and self efficacy have significant positive direct effects on intention to continued use SST.Moreover,service quality has an indirect effect mediated by customer value and satisfaction on intention to continued use of SST.Interestingly,the influence of perceived risk on intention to continued use of SST is not significant. This finding is consistent with the results of interview subjects, it is because that the interaction effect of perceived risk and self efficacy on intention to continued use of SST is signific

关 键 词：自助服务技术 继续使用 服务质量 自我效能 感知风险 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]