摘要
随着信息技术的发展和互联网的广泛运用,自助服务技术(SSTs)环境下的顾客行为研究已经成为服务营销领域倍受关注的热点。本文以网上旅游预订为例,结合技术接受模型(TAM)和动机理论,系统探讨了角色清晰、动机、自我效能对顾客参与的影响,并得出以下结论:(1)网上旅游预订环境下,顾客参与可以分为信息搜寻、付出努力和信息分享三个维度。(2)感知愉悦、感知行为控制、自我效能和感知易用对顾客参与产生显著的正向影响,其中感知愉悦的影响最大。(3)各前置变量对顾客参与子维度的影响程度各不相同。根据研究发现,本文提出了相关的营销建议以供实际运用。
With the development of information technology,the study of consumer behavior in self-service technologies（SSTs）has become a hot issue in field of service marketing.This thesis makes Technology Acceptance Model（TAM）and motivation theory as platform,and discusses the impact of role clarity,motivation,self-efficacy on customer participation,taking online tourism reservation for example.The conclusions are listed as follows：（1）Customer participation has three dimensions,including information search,perceived effort and information sharing.（2）The factors of perceived enjoyment,perceived behavioral control,self-efficacy and perceived ease of use had positive significant influence on customer participation.Among these factors,the most significant one is perceived enjoyment.（3）Antecedents of customer participation have different impact on its dimensions.Based on the findings,the managerial implications for marketers are given in the end of the paper.
出处
《预测》
CSSCI
北大核心
2011年第2期21-27,共7页
Forecasting
基金
国家自然科学基金资助项目(70802064)
