當消費者選擇自助服務科技時，即隱含著對人際式接觸服務的減少使用，而過往文獻較少探討其中的轉換意圖與行為，而知覺價值是消費者行為意圖的重要前因，故本研究的第一個目的即探討知覺價值對採用自助服務科技取代人際式接觸服務轉換意圖之影響。此外由PPM模型架構的過往研究，可知轉換障礙會形成繫住力，進而影響轉換意圖，本研究第二個研究目的為了解轉換障礙對知覺價值對採用自助服務科技取代人際式接觸服務轉換意圖之間的干擾效果。本研究採用問卷調查法，使用網路問卷，進行便利抽樣，研究對象為台灣地區共同基金投資人，有效樣本共408份。資料統計結果顯示，知覺價值對轉換使用自助服務科技行為意圖有正向的影響，此外本研究加入轉換障礙作為干擾變數，而研究結果顯示轉換障礙會降低轉換使用自助服務科技之意圖，進而弱化知覺價值對於轉換意圖的正向影響。最後，本研究將討論理論及實務上之意涵，並對未來研究提出建議。
Self-service technology is influencing and changing consumer behavior. Consumers choose self-service technology, implying that consumers reduced use of interpersonal-based service. In the past, there were many self-service technology acceptance studies, but less discussion about the switching intention and switching behavior between the two of self-service technology and interpersonal-based service. Perceived value is one of the important presage factors of consumer behavior and consumer intention. The first objective of this study is to explore the perceived value effect on customer switching intention from self-service technology to interpersonal-based service. In addition, previous studies of PPM model of migration theories indicates that the switching barriers will become mooring effect, which will affect the switching intention. Therefore, the second research objective of this study is to explore the moderating effect of switching barriers on perceived value effect on customer switching intention from self-service technology to interpersonal-based service.
This study is conducted through the questionnaire and uses an online questionnaire to convenience sampling. The subjects is mutual fund investors in Taiwan. The total number of valid questionnaires is 500. The statistical results of this study show that perceived value has a positive effect on switching intention of the use of self-service technology. That means increasing the perceived value of self-service technology will help increase the switching intention of the use of self-service technology. In addition, this study added switching barriers as a moderator. The results of this study show that switching barriers will reduce the switching intention to using self-service technology and reduce the positive impact of perceived value on switching intention. The article concludes with management implications of the study and recommendations form future research based on thd result.
