摘要
探讨自助服务机器的排列方式及其使用复杂程度对消费者自助服务使用意愿的影响。机器排列方式会影响人们的排队等候方式,而不同的排队等候方式带给消费者的感知社会压力是不同的,这会进一步影响人们的使用意愿。基于346个有效实验样本结果发现,相比队列形排列方式,方形排列方式下消费者对自助服务机器的使用意愿更高;简单的自助服务机器操作会提高消费者的控制感,进而提高使用意愿。使用经验会强化自助机器服务类型对控制感的影响。研究结果验证了传统的技术接受模型,并提出了机器排列方式对使用意愿的影响。零售企业可以基于研究结论来更加合理、有效地提供自助服务,提高自助服务的使用频率,减少空置率。
The retail industry promotes the application of self-service,which helps to enhance the competitive advantage of enterprises.However,at present,how enterprises should design self-service and how to choose the way to provide self-service remains to be answered.Based on this,this study focuses on the influence of the arrangement of self-service machines and the complexity of their use on consumers'willingness to use self-service.The research points out that the arrangement of machines will affect people's way of queuing,and different queuing ways will bring different perceived social pressure to consumers,which will further affect people's willingness to use.Based on the results of 346 valid experimental samples,it is found that compared with the queue-shaped arrangement,consumers in the square arrangement have a higher willingness to use self-service machines.At the same time,the use of simple self-service machine operation will enhance consumers'sense of control,and thus increase their willingness to use.The use experience will strengthen the influence of self-service machine service type on the sense of control.The results validate the traditional technology acceptance model and creatively propose the influence of machine arrangement on willingness to use.Based on the conclusions of this study,retail enterprises can provide self-service more reasonably and effectively,increase the frequency of self-service use and reduce vacancy rate.
作者
李杨
孟美君
王勇
Li Yang;Meng Meijun;Wang Yong(Business School,Beijing Technology and Business University,Beijing 100048,China)
出处
《科技创业月刊》
2022年第3期32-39,共8页
Journal of Entrepreneurship in Science & Technology
基金
国家社会科学基金青年项目“互联网环境下基于创客价值的实体零售商业模式重塑研究”(17CGL063)
北京市社科基金“北京‘一刻钟社区服务圈’零售业态优化研究”(19GLC050)。
关键词
自助服务
排列方式
机器类型
使用经验
使用意愿
Self-service
Arrangement Mode
Type of Machine
Experience in Use
Intention to Use
