| Summary: | 碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 107 === The purpose of this study is to explore the consumer behavior and mastery antecedent of self-service technology, and the subsequent behavior and emotional response to consumers when they encounter service failure, and to explore the effects of time pressure and performance goal. In this study, questionnaires were collected in the form of a convenient online questionnaire, and a total of 339 valid samples were collected. The hypotheses were verified by statistical analysis of structural equation models. The results show that the MOA model (motivation, opportunity, ability) of self-service technology has a significant positive relationship with consumer behavior and mastery. Among them, motivation has positively influenced self-service technology quality perception and meta-cognition ability. Self-service technology usage behavior has positively influenced the expression coping strategy when consumers encounter service failure. Self-service technology mastery has positively affected active coping strategy when consumers encounter service failure. consumer self-service technology has a significant positive relationship with positive emotional response, but has a negative relationship to negative emotional response.
Finally, based on the research results, this study proposes relevant practical and academic recommendations for future research.
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