自助服务技术使用中焦虑对忠诚的影响研究——以网上银行为背景

Anxiety in using self-service technology and its effect on loyalty:based on the E-bank

自助服务技术使用过程中的焦虑是很多使用者一直经历的情绪反应,现有研究表明焦虑对最初的采纳和使用有直接的负向影响。随着使用的加深,焦虑的作用会产生变化,而现有研究并没有考虑这种动态的变化。通过在已经开通并使用网上银行的客户当中搜集数据,从理论和实证检验上证明,对于已经使用自助服务技术的消费者来说,焦虑已经不是阻碍其持续使用的直接因素,而是影响感知有用性和使用忠诚之间关系的调节变量。该结论丰富了新技术领域的相关理论研究成果,同时对于实施自助服务技术并已经拥有固定使用群体的企业也就有一定的实践指导意义。

Anxiety in using self-service technology has always been being a normal mood reaction.Existing researches show that anxiety has negative and direct effect on adoption and use.This paper shows that,with the development of technology,the role of anxiety experiences changs,which is not considered in academic field.Through data from online bank user,this paper proves in a theoretical and empirical way that anxiety is a moderator between perceived usefulness and loyalty instead of direct antecedent.This result not only enriches the related academic research but also guilds the practice of self-service technology.