近年來隨著網路科技的進步與消費行為的改變，各種業態不斷推陳出新，自助服務科技 (Self-Service Technologies, SSTs)提供零售服務所衍生出的資訊服務和產品，似乎改變了消費者的生活型態，但是否為大眾普遍接受，成了值得關注的議題。有別於過去討論使用者對自助服務系統使用意圖之研究，本研究將科技準備度同時從接受面和抑制面觀察對新技術的使用意圖，並且整合自我決定論及現狀偏好理論延展準備度之能力與意願 (Willingness)層面，最後加入情境因素進一步觀察自助和人助關係，以釐清服務接觸影響使用者對科技接受之使用意圖。 本研究採用問卷調查法，共計回收有效問卷 514份，以線性結構方程式進行研究假說之分析。本研究經由實證分析結果發現，自主性與慣性存在中介效果，代表消費者的科技準備取決於消費者的意願，才能促進自助服務系統的使用。勝任感與轉換成本不具有中介效果，此外，轉換成本與使用意圖呈現正相關，表示現代人相信自己的能力能夠完成目標，不會因為轉換成本存在就不去使用自助服務系統，樂於接受新科技的挑戰。另一方面，人際互動具有顯著的調節效果，代表服務人員之推薦引導的使用示範效果，能夠促進消費者的使用意圖。本研究的研究結果能夠提供學術與企業對於未來人機配置的參考方向與建議。;In recent years, because of the advancement of technology and changes in consumer behavior, Self-Service Technologies (SSTs) provides information and products derived from retail services to consumers. It has become a topic worthy of our attention. As far as we know, previous studies have focused on how to enable user’s intention to use self-service technologies. This study is based on Technology Readiness to understand customers’ intention from the drivers and inhibitors, and integrating Self-Determination Theory and Status Quo Bias Theory to extend factor of ability and willingness. Additionally, we use situational factor to clarify the factor service encounter influencing the intention to use. The research model was tested with data collected from 514 potential users, and using structural equation modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. Autonomy and inertia have mediating effect. It means that the acceptance of self-service technology depends on customers’ willingness. Competence and switching cost do not exist mediating effect. Moreover, switching cost has the positive effect on intention to use. It means that people believe that their ability to achieve their goals, they are willing to accept the challenges of new technology not because of existing of switching cost. Besides, need for human interaction has the significant moderating effect. We conclude that demonstration effect of staff’s guidance could increase intention to use. The results of this study could provide a reference on academic and practical aspects.
