The Effects of Technology Readiness on the Formation of E-Service Value

[[abstract]]本文旨趣主要有兩個方向。本文首先討論顧客知覺價值的概念化議題。透過深度的文獻回顧，本文提出現有的單構面與多構面概念化方法均未能有效體現知覺價值之理論意涵。藉由理論的闡述，本文進一步提出知覺價值原件與整體知覺價值應該被視為一獨立存在的整合構念，惟價值原件不是整體知覺價值的外部前因，亦非反應整體知覺價值的結果，價值原件應該是整體價值知覺之構成部分。 其次，本文嘗試在電子服務環境中整合知覺價值與科技整備度。透過對電子零售服務價值的調查，本文發現貨幣成本對高、低科技整備度之消費者的重要性是一致的。價值的服務提升屬性對整體知覺價值之正向效果強度在高科技整備度區隔較為強烈，而風險降低屬性之正向效果強度在低科技整備度區隔較為強烈。此外，高科技整備度的消費者似乎認為經由計畫性的線上搜尋，就能購買到較為低價的產品。整體而言，高科技整備度消費者顯現出「科技運用」的網路行為，而低科技整備度消費者為「尋求確定性」的網路行為。本文最後以科技擴散、線上交易成本以及關係行銷等觀點討論研究意涵與對後續研究的建議。[[abstract]]The primary foci of this article have two folds. First, we try to deal with the conceptualization of customer perceived value. Through in-depth literature reviews, we posit that extant unidimentional and multidimentional conceptualization methods are deficient in substantiating the theory and implication rooted in the construct of perceived value, and hence we propose that customer perceived value should be conceived as a formative construct. Specifically, value components should be “formative” parts of overall value perception, instead of external antecedents of it or “reflective” parts of it. Second, we attempt to broaden perceived value by considering consumer technology readiness (TR) in e-service settings. Through a field survey about e-tail service value, we find that monetary cost is equally important for both high- and low-TR consumers. The positive effects of service-enhancing value components on overall e-service value perception are stronger in high-TR than in low-TR group, while the positive effects of risk-reducing value components are greater in low-TR than in high-TR group. In addition, high-TR consumers appear to believe the products they buy are really low-priced through planned online searching and purchase. Overall, high-TR consumers exhibit technology-exploitation online behaviors, whereas low-TR consumers exhibit certainty-seeking online behaviors. Finally, this article discusses study implications and suggestions for future research from perspectives of diffusion of innovations, online transaction cost and relationship marketing.[[note]]博