Self-Service Technologies Research: A Meta-Analytic Review

以統合研究方法探討自助式服務科技研究

李婉怡(Wan-I Lee)；邱彥婷(Yen-Ting Chiu)；劉嘉麒(Chia-Chi Liu)

自助式服務科技 ； 統合分析 ； 研究綜述 ； Self-service technologies ； Meta-analysis ； Research synthesis

行銷科學學報

8卷2期（2012 / 12 / 01）

147 - 180

英文

自助式服務科技研究的議題在服務接觸中日益增加已經超過60年，且累積了大量的知識和前瞻性的觀點。但是很遺憾的，在大部分的研究中已出現相同結果的衝突，且鮮少有研究提供完整的統合性研究分析說明評估自助式服務研究的一般性結論。因此，本研究的目的為協調自助式服務科技研究的不一致結論，利用統合分析建立自助式服務科技研究模式變數關係的一般性結論。本研究中總共收集133篇量化研究作為統合分析的建立，並利用統合分析與統合分析線性結構方程模型進行分析。本研究提出一個自助式服務科技全面性模型，其包含28個關鍵變數與48條重要關係路徑。結果顯示，在全面性模型中態度與滿意度是兩個重要的中介角色的變數。此外，有用性在科技接受模式中扮演重要的關鍵角色，影響顧客的態度與使用意願。而在滿意- 持續使用意願模型中，有用性與享受扮演了重要的關鍵角色。易用性在兩個分析模型中均非是重要影響的因子。當顧客使用自助式服務科技時，服務品質與知覺價值在顧客認知中具有重要的影響能力。在干擾分析中，自助式服務科技的類型是顯著干擾研究結果的因子。最後，本研究並依據結果提出理論與管理意涵供學術與實務界參考。

In this study, the authors conducted a quantitative meta-analysis of previous research on the self-service technologies in an attempt to make well-grounded statement on the comprehensive framework. The meta-analysis suggests that various predictors are strongly related to user behaviour outcomes. Furthermore, the meta-analytic structure equation modeling confirms that both usefulness and enjoyment play important roles in influencing self-service technologies adoption and satisfaction. Service quality and perceived value are also the key drivers of satisfaction. However, ease of use is no longer a crucial determinant to SST adoption in our results. Moderation effects are found for five but one factors. Finally, the authors offer implications for academics and practitioners.

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