A Study on The Relationship of Service Innovation Customer Perceived Value and Behavior Intention—Smart Store

[[abstract]]本研究主要目的在於探討以無線射頻辨識技術為基礎的智慧型商場對消費者顧客知覺價值與行為意圖的影響。過去文獻大部份強調有形產品的顧客價值，但對於以技術發展的自助傳送方式與顧客互動則並不多見。本研究探索創新服務模式對顧客價值與行為意圖的影響，另外，考慮消費者互動需求與創新性的干擾，作為未來發展智慧型商店之自助服務模式之參考。 本研究透過SPSS15 0與Amos7 0進行假設檢驗，其重要研究結果顯示如下： (一)以RFID為基礎的服務創新認知對顧客知覺價值有正向顯著影響，其中對獲取價值的效果最強。 (二)顧客知覺價值對行為意圖具有顯著且正向的影響，其中以享 樂、交易及獲取價值影響效果最為顯著。 (三)消費者創新性的特質在「以RFID為基礎的服務創新認知」-「顧客之覺價值」-「行為意圖」之影響關係上，皆存在干擾效果。 (四)消費者互動需求在「以RFID為基礎的服務創新認知」-「顧客之覺價值」-「行為意圖」之影響關係上，皆存在干擾效果。[[abstract]]The purpose of this paper is to study on the Relationship of RFID technology-base Service Innovation Customer Perceived Value and Behavior Intention In the past almost research focus on the tangible customer value of products however the discuss of technology service delivery and customer interaction is scarce This paper explores the service innovation of Smart Store to discuss the customer perceived value and Behavior Intention In addition the paper exams the moderating effect of individual different Research uses SPSS 15 0 and SEM to exam and the finding The finding of this paper: 1 Service Innovation of Smart Store has positive effect on customer value 2 Customer value has positive effects on Behavior Intention 3 Innovativeness has moderate effect on customer value and Behavior Intention 4 Consumer interaction has moderate effect on overall mode