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題名:Beyond Behavioral Intentions: The Impact of Point-of-purchase Determinants on Technology Adoption
書刊名:企業管理學報
作者:邱彥婷 引用關係田文彬 引用關係格哈德吳賀陳彥妤
作者(外文):Chiu, Yen-tingTien, Wen-pinWuehrer, GerhardChen, Yen-yu
出版日期:2013
卷期:99
頁次:頁29-43
主題關鍵詞:自助服務科技接受度購買點因素混合研究Self-servicesTechnology acceptancePoint-of-purchase factorsMixed methodology
原始連結:連回原系統網址new window
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  • 點閱點閱:25
有愈來愈多的研究,證實消費者越來越樂意接受,採用在零售業中的創新科技。但是卻很少有研究調查,瞭解關於購買點情境因素如何會影響消費者實際的採用行為與意願。本研究聚焦於便利商店中,典型的自助型服務科技做法,像是提供多媒體資訊站。研究方法方面,結合定性與定量的混合研究方法,實證結果顯示,認知易用性與認知有用性是重要的前置變項。其次,本研究發現,情境因素方面,購買點等待時間與消費者需求互動,以及擁擠程度、位置的可視性,則會顯著調節消費者實際的採用行為與意願。
A growing number of studies have provided insight into consumer acceptance of innovative technologies. However, beyond adoption intention, few studies have investigated the impact of point-of-purchase factors on actual adoption behavior. The argumentation is that adoption intentions are shaped long before the consumer enters the sales venue and that, irrespective of behavioral intention, on-site factors will play a decisive role in whether the consumer adopts the technology. As an exemplary self-service technology in the retail industry, this study tested the stated research goal on multimedia kiosks in convenience stores. A mixed qualitative-quantitative research design was applied. The findings confirm that perceived ease of use and perceived usefulness are important antecedents to behavioral intention. With regard to point-of-purchase situational factors, this study finds that waiting time, consumer's need for interaction, level of crowding, and location visibility, all significantly moderate with behavioral intention and actual adoption.
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