摘要
越来越多的服务提供商同时为消费者提供网下和网上的服务,但是消费者更倾向于使用网下的服务渠道,而不愿选择网上的服务渠道。由此,探讨在网下和网上提供类似服务时,影响用户从网下到网上使用转移意愿的因素,并利用效价框架和已有文献对习惯、创新性的研究,提出一个同时考虑2种不同环境下影响使用转移意愿因素的研究模型。以银行服务为研究对象,结果表明,消费者特定创新性、习惯和相对收益对用户使用转移意愿均有影响。另外,还发现消费者的网上使用经验和网上银行服务使用经验对研究模型的关系起到调节作用。
More and more service providers offer both offline and online services to consumers simultaneously,but customers are preferable to use offline services rather than online services.Aiming at the phenomenon,this paper focuses on exploiting the factors that influence customers' usage transfer behavioral intention from offline to online services that are similar to each other.Considering the factors from offline and online context concurrently,and drawing on the valence framework and the research related to habit and innovativeness,we propose our research model.Choosing bank services as research object,our study reveals that innovativeness in new technology,relative benefit,and habit have significant effect on intention to usage transfer.Moreover,our findings indicate that Internet experience and online banking service experience moderate the relationships among the model.
出处
《管理学报》
CSSCI
北大核心
2013年第3期404-412,共9页
Chinese Journal of Management
基金
国家自然科学基金资助项目(70971049
70731001)
国家自然科学基金资助NSFC/RGC项目(71061160505)
TD-SCDMA联合创新实验室与华中科技大学现代信息管理研究中心资助项目
关键词
效价框架
使用转移
网上银行
valence framework
usage transfer
online banking
