The development of dynamic self-service technology model by the application of system dynamics

[[abstract]]店內的互動Kiosk 利用網路科技成為許多零售店與服務設施通路中的一個通路，它們提供廣泛的資訊、交易、與促銷優惠，且幫助顧客關係管理。為了讓顧客廣泛的採用，更要去了解他們所有的使用潛力，因而提出兩個主要研究來描繪科技接受模型，一個為結構方程模型，另一個為系統動態學。所以，模型要能預測橫斷面與縱斷面的使用意圖與實際使用。 本研究另外加入服務品值、顧客價值及顧客滿意等影響行為意圖的重要因素；並在科技為基礎的自助服務架構下，以科技準備度做為本模型的三個前置變數(容易使用、績效、有趣)與態度間的調節變數。結果顯示，在使用多媒體機上，科技準備度對績效與態度間具有增強與削弱的調節作用。 本研究並利用系統動態學的觀點，研究SST 的動態模式。其模擬36 個月的時間結果指出，接觸新科技的前幾年，態度、行為意圖與實際使用的趨勢起伏波動較大，代表ibon 剛進入新市場，消費者還處於探索的階段。而其之後，三個變數明顯趨於穩定的狀態，即表示市場隨著時間成熟之後，消費者已經對於ibon 的認知已經成為生活上習慣的輔助工具。[[abstract]]In-store interactive kiosks using Internet technology represent a channel within a channel in many retails and service settings They offer wide-ranging informational transactional and promotional benefits as well as contributing to customer relationship management Widespread adoption by customers is however required to realize their full potential Drawing upon the technology acceptance model two empirical studies are reported one using the Structural Equation Modeling the other the System Dynamics Thus a model was able to predict the cross section and the longitudinal section of intention of use and actual use The study applies some importance variables of influencing intention of use which are service quality customer value and customer satisfaction Drawing on relevant theory this study includes three dimensions-easy of use performance and fun-as antecedents in the structural model This study investigates the moderating effects of consumer Technology Readiness Index (TRI) on the relationship within a core attitudinal model of technology- based self-service The examination results indicate the moderating effect of the consumer’s TRI will increase and decrease between their and attitude in using kiosk The view that our research applied the system dynamics analyze the dynamic modes of SSTs Its simulation time for 36 months and the result indicated that contact to new science and technology several years the attitude behavior intention and actual usage to go deep rise and fall It’s reason that ibon entered the new market and the consumers were still in the exploring stage After it three parameters obviously tend towards stability Namely show the market have being ripe with time consumers have already transform the facilitate tools which has been used to ibon in their lif