The influence of consumer involvement and service quality on self-service technology

[[abstract]]近來，由於科技的發達，機器漸漸取代了人力。自助式服務的機器現在被廣泛使用。消費者可藉由自行操作機器來得到自己所要的服務。舉例來說，消費者可藉由ATM輕鬆領取需要的現金；藉由網路銀行輕鬆轉帳等等。簡言之，這是一個自助式科技服務盛行的時代。而本研究的重點在於SST應用於 MMK的討論。MMK是ㄧ種有觸控式螢幕的電腦裝置且不需面對面就可以得到服務。2003年萊爾富首先引入此裝置，7-11隨後在2007年也引進。先前的研究提出科技知覺影響科技接受。因此，現在研究著重在探究消費者涉入與服務品質的影響，並分析容易使用、有趣、有用的及消費者涉入影響對MMK的態度，及影響意圖與行為。同時，服務品質是否干擾意圖對使用MMK的行為。 從研究結果得知，消費者使用MMK感覺容易使用、有趣、有用的及消費者涉入皆會影響其使用的態度。而服務品質亦會干擾意圖對行為的影響。總括來說，當消費者在使用MMK時，使用感覺是偏向好的，則影響其下次再次使用的可能性就相對增加；相反的，使用感覺是偏向壞的，則影響其下次再次使用的可能性就相對減少。因此在管理者要先了解消費者對於自助式服務科技最在乎的重點為何，才能針對這些要素來改善及開發新的自助式服務科技。[[abstract]]Recently the machine displaced manpower due to the technology improvement The self-service machine is now widely used Consumers can self-operate machine to obtain services For example consumers can draw money by ATM or transfer by online banking In brief this is an epoch that self-service technology prevails Multi Media Kiosk (MMK) is a computer device with touch screen which provides service without face to face Hi-Life first introduced MMK in 2003 and 7-ELEVEN follow the way of providing in 2007 Previous studies suggest that the perception about technology influence technology acceptance Therefore the current research focuses on exploring the effect of consumer involvement and service quality where ease of use enjoyment usefulness and consumer involvement affect the attitude toward MMK and affect intention and behavior are analyzed Meanwhile intention toward using MMK on behavior if be moderated by service quality The result of the research reveals that consumer toward MMK feel ease of use enjoyment usefulness and consumer involvement affect the attitude Service quality moderates the influence of intention toward using MMK on behavior Generally speaking the probability of one more use MMK increase when the feeling of using MMK is squint to good; otherwise the probability of one more use MMK decrease Therefore managers of convenient chained stores must understand how to focus on consumers care and then improve or developed new self-service technology service