基于偏好理论的自助服务使用行为影响因素研究

An Empirical Study on the Antecedents of Usage of Self-service Technology:Based on Preference Theory

对购买后消费行为的研究是企业在激烈的竞争中生存的关键。本研究在现有研究主要关注满意、忠诚和口碑等购后消费行为的基础上,将购后消费行为拓展到具体的使用行为,并从使用频率和使用多样性两方面对使用行为进行操作。同时,引入偏好和价值层级理论,研究功效层价值的五个方面通过偏好对具体使用行为的影响。研究以自助服务技术为背景,通过问卷调查获得数据,理论论证和实证结果均表明:与传统研究中态度是影响消费行为的因素不同,在网上银行背景下,自助服务偏好是使用行为的直接前因,功效层价值通过偏好对使用行为产生影响,该结论一方面拓展并丰富了使用行为及其前因研究,另一方面对企业根据使用者的具体行为采取相应的策略有指导作用。

Post-consumption behavior is a key of success when competition becomes increasingly fierce. The focus is shifting to usage behavior which is a quiet different concept from the existing post-purchase behavior such as satisfaction,loyalty,word of mouth,etc. This paper analyzes usage behaviors from two perspectives： usage frequency and usage diversity. By introducing hierarchy customer value theory and preference theory,the present research provides demonstration for the relationship between effective customer value and usage behavior through preference as a mediator. The empirical setting is self-service technology. This research tests the hypotheses and model by the data from an online survey web. The results show that： self-service preference has a directly positive influence on usage behavior;the effective value shows indirect powerful effect on usage behavior by through preference. These results expand the research of usage behavior and its antecedents,and help managers to understand customers by specific usage behavior.