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題 名 | Beyond Behavioral Intentions: The Impact of Point-of-purchase Determinants on Technology Adoption=超越行為意圖:科技接受度影響購買點的決定因素 |
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作 者 | 邱彥婷; 田文彬; 格哈德吳賀; 陳彥妤; | 書刊名 | 企業管理學報 |
卷 期 | 99 2013.12[民102.12] |
頁 次 | 頁29-43 |
分類號 | 496.34 |
關鍵詞 | 自助服務; 科技接受度; 購買點因素; 混合研究; Self-services; Technology acceptance; Point-of-purchase factors; Mixed methodology; |
語 文 | 英文(English) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。