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消费者对SSTs的评价与使用——企业形象、自我效能的调节作用 被引量：5

Customers’Evaluation and Use of SST: the Moderating Effects of Company Image and Self-efficacy
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摘要 以自助服务技术(Self-service Technologies,SSTs)为代表的基于技术的服务创新日益成为服务营销实践和理论研究的热点。本文以商业银行的网上服务为背景,创新性地拓展技术接受模型,探讨消费者差异(自我效能)和企业差异(企业形象)及其交互作用对消费者评价和使用SST意愿的影响。研究发现,自我效能决定了态度影响使用意愿的程度以及企业形象对态度与使用意愿的关系的调节作用。 Technology-based service innovation,which takes SST as its major form,is becoming an academic and practical hot point in marketing field. This article explores the effects of self-efficacy and company image and their interaction on the relationship between customer attitude and behavioral intention in the context of online bank. The results show that self-efficacy determines the degree to which attitude influence behavioral intention,as well as the nature of the moderating effect of company image.
作者 楼尊
机构地区 上海财经大学国际工商管理学院
出处 《管理评论》 CSSCI 北大核心 2010年第1期29-36,共8页 Management Review
基金 上海财经大学"211工程"课题(211三期003)
关键词 SST(自助服务技术) 自我效能 企业形象 调节作用 self-service technologies （SSTs） self-efficacy company image moderating effects
分类号 F274 [经济管理—企业管理]
  • 相关文献

参考文献31

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二级参考文献20

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共引文献10

同被引文献114

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引证文献5

二级引证文献29

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