| 自助服务技术环境下的顾客参与及其影响因素研究 |
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| 引用本文： | 岑成德,甘小添.自助服务技术环境下的顾客参与及其影响因素研究[J].预测,2011,30(2). |
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| 作者姓名： | 岑成德 甘小添 |
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| 作者单位： | 中山大学管理学院,广东,广州,510275 |
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| 基金项目： | 国家自然科学基金资助项目 |
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| 摘 要： | 随着信息技术的发展和互联网的广泛运用,自助服务技术(SSTs)环境下的顾客行为研究已经成为服务营销领域倍受关注的热点.本文以网上旅游预订为例,结合技术接受模型(TAM)和动机理论,系统探讨了角色清晰、动机、自我效能对顾客参与的影响,并得出以下结论:(1)网上旅游预订环境下,顾客参与可以分为信息搜寻、付出努力和信息分享三个维度.(2)感知愉悦、感知行为控制、自我效能和感知易用对顾客参与产生显著的正向影响,其中感知愉悦的影响最大.(3)各前置变量时顾客参与子维度的影响程度各不相同.根据研究发现,本文提出了相关的营销建议以供实际运用.
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| 关 键 词： | 顾客参与 动机 角色清晰 自我效能 自助服务技术(SSTs) |
A Study of Customer Participation and Its Antecedents in Self-service Technologies |
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| CEN Cheng-de,GAN Xiao-tian.A Study of Customer Participation and Its Antecedents in Self-service Technologies[J].Forecasting,2011,30(2). |
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| Authors: | CEN Cheng-de GAN Xiao-tian |
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| Institution: | CEN Cheng-de,GAN Xiao-tian(School of Business,Sun Yat-sen University,Guangzhou 510275,China) |
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| Abstract: | With the development of information technology,the study of consumer behavior in self-service technologies(SSTs)has become a hot issue in field of service marketing.This thesis makes Technology Acceptance Model(TAM)and motivation theory as platform,and discusses the impact of role clarity,motivation,self-efficacy on customer participation,taking online tourism reservation for example.The conclusions are listed as follows:(1)Customer participation has three dimensions,including information search,perceived e... |
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| Keywords: | customer participation motivations role clarity self-efficacy self-service technologies(SSTs) |
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