Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies
Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies
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DOI：
10.1509/jmkg.69.2.61.60759
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发表时间：
2005-04
影响因子：
12.9
通讯作者：
M. Meuter;M. J. Bitner;Amy L. Ostrom;Stephen W. Brown
中科院分区：
文献类型：
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作者：
M. Meuter;M. J. Bitner;Amy L. Ostrom;Stephen W. Brown
电子商务是一种日益流行的商业模式，为企业提供了多种工具。越来越普遍的应用是自助服务技术（SST）的使用，例如电话银行、自动酒店结帐和在线投资交易，客户可以在没有公司员工帮助的情况下为自己提供服务。 SST 的广泛引入在各行业中是显而易见的，但对于为什么客户决定尝试 SST 以及为什么某些 SST 比其他 SST 更被广泛接受，人们知之甚少。在这项研究中，作者探讨了影响最初 SST 试验决策的关键因素，特别关注消费者可以选择交付模式的情况下的实际行为。作者表明，角色清晰度、动机和能力等消费者准备度变量是既定采用结构（创新特征和个体差异）与试用可能性之间的关键中介因素。
Electronic commerce is an increasingly popular business model with a wide range of tools available to firms. An application that is becoming more common is the use of self-service technologies (SSTs), such as telephone banking, automated hotel checkout, and online investment trading, whereby customers produce services for themselves without assistance from firm employees. Widespread introduction of SSTs is apparent across industries, yet relatively little is known about why customers decide to try SSTs and why some SSTs are more widely accepted than others. In this research, the authors explore key factors that influence the initial SST trial decision, specifically focusing on actual behavior in situations in which the consumer has a choice among delivery modes. The authors show that the consumer readiness variables of role clarity, motivation, and ability are key mediators between established adoption constructs (innovation characteristics and individual differences) and the likelihood of trial.