人机交互如何影响顾客感知电子服务质量?——基于广东、广西634个样本的实证研究

How Does Human-computer Interaction Impact Customer Perceived Electronic Service Quality?An Empirical Research Based on634 Samples of Guangdong and Guangxi Provinces

人机交互如何影响顾客感知电子服务质量是电子服务型企业需要思考的重要问题。整合服务主导逻辑与任务技术匹配理论的观点,本文构建概念模型,对634名网上银行用户进行问卷调查,结果表明:人机交互是由三个基本因素(技术功能性、任务常规性、顾客技术准备度)和两个核心因素(任务常规性与技术功能性的交互、顾客技术准备度与技术功能性的交互)构成的有序统一体;三个基本因素是顾客感知电子服务质量的贡献因子,两个核心因素起阻碍作用,但顾客技术准备度与技术功能性的交互所起的阻碍作用仅在广东样本中显著;任务技术匹配在三个基本因素和一个核心因素(任务常规性与技术功能性的交互)对顾客感知电子服务质量的影响中起中介作用,它在另一核心因素与顾客感知电子服务质量之间所起的中介作用仅在广东样本中显著。研究结论丰富了电子服务质量前因的理论积累,推动了任务技术匹配理论在服务科学领域发展与深化,对电子服务型企业改善服务接触界面、提升电子服务质量具有指导意义。

How human-computer interaction impact customer perceived electronic service quality is an important issue needed to consider by electronic service enterprises. Combining service dominant logic theory with task technology fit theory, this paper constructs a conceptual model, and makes a questionnaire survey of 634 internet banking users. It comes to the results as follows： firstly, human- computer interaction is an ordered unit consisting of three basic elements （technology functionality, task routines and consumer technology readiness）and two core elements （the interaction between task routines and technology functionality and the interaction between consumer technology readiness and technology functionality）; secondly, three basic elements are contributors to consumer perceived electronic service quality and two core elements are inhibitors, but the inhibitory role of the interaction between consumer technology readiness and technology functionality is only significant in Guangdong sample; thirdly, task technology fit plays a mediating role in the effects of three basic elements and one core element （the interaction between task routines and technology functionality）on consumer perceived electronic service quality, but the mediating role of task technology fit in the relationship between another core element and consumer perceived electronic service quality is only significant in Guangdong sample. These findings enrich the theory accumulation of the antecedents of electronic service quality, promote the development and deepening of task technology fit theory in the service science area, and provide guidance implications for electronic service practitioners to improve service encounter interface and electronic service quality.