| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 97 === Recently, service industry is flourishing, environment and the demand of consumer change, thus distribution industry face with intensive market competition. Meanwhile, confronted with globalization and the renovation of technology, it is very essential for businesses to develop innovative service to cope with customers‘ demand, further to create customers‘ value. Therefore, many companies begin to develop new channel and new service skills to create competitive advantage and develop its niche. Self-Service Technologies (SSTs) such as ATM, Multiple Media Kiosk; MMK, Smart vending machine appear to follow the trend, its emergence is revalorizing not only our lifestyle but also the way consumers interacting style with firms. However, comparing to advanced countries, the popularity of SSTs seems not good enough in domestic market.
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Despite companies strive for persuading their customers to adopt new SSTs, all consumers will neither use the new technologies, nor see these changes as improvements and very little is known about factors influencing customer usage of these SSTs options. Thus this study eager to explore the reason of resisting to adopt SSTs base on innovation resistance theory, and adds two factors - perceived control and perceived risk to discuss their impact on innovation resistance. An empirical study was conducted to survey people who had been used SSTs or had not been used it and they live in Kaohsiung, Taizhong and Taipei. A total of 302 effective samples were collected. The research findings are summarized as follows: (1) The higher of perceived control customer has in using SSTs, the lower innovation resistance customer has. (2) The higher of perceived risk customer has in using SSTs, the higher innovation resistance customer has. (3) The higher of perceived control customer has in using SSTs, the lower perceived risk customer has. The result proves the research hypotheses. In final, the conceptual of this study may provide some insights and strategies to practitioner; furthermore, future research directions and limitations are also addressed.
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