||Service Convenience, Customer Participation Readiness and Use Intention of Automated Parcel Station:
Need for Interaction and Technology Anxiety as Moderators
||Department of Transportation & Communication Management Science
customer participation readiness
automated parcel station
提供無人看管自助取貨的智取站(Automated parcel Station, APS)是目前許多國家推出的新型態物流模式，透過自行完成服務來解決使用宅配及提貨點所面臨到的問題。過去的研究證實，APS在不同的環境、不同的文化中似乎有不同的接受程度。然而，關於創新服務特色與使用意願之間的關係尚未獲得一致的結果。考慮到APS目前在台灣仍處於初期階段，沒有人進行更深入的討論。因此，本研究的目的在於了解影響台灣人民使用智取站意願的因素。我們提出的模型表示顧客參與準備有兩個前因（取得便利性和交易便利性）和一個後果（APS的使用意願），並以互動需要和科技焦慮為干擾變數來表現個體差異的特徵。
Unattended self-collection is the new logistics mode promoted by many countries at present, that is, Automated parcel station (APS) to be discussed in this study. It solves the problems faced by home delivery and pick-up points by completing services on one's own. In previous studies, APS seems to have different acceptance levels in different environments and different cultures. However, it is still inconclusive in the relationship between the advantages of self-service and use intention. Considering that APS in Taiwan is now in the early stage, no one has made a more in-depth discussion. Therefore, it is worthwhile to know the factors affecting people’s use intention of APS in Taiwan. We denote two antecedents of customer participation readiness (access convenience and transaction convenience) and one consequence (use intention of APS) in the proposed model. Moreover, this study takes need for interaction and technology anxiety as moderators to represent the characteristics of individual differences.
Convenience sampling is used in this study, obtaining a total of 359 valid samples. Results show that access convenience and transaction convenience have positive effect on use intention via customer participation readiness. In addition, access convenience and transaction convenience have significantly positive effect on intention directly. In other words, customer participation readiness plays a partial mediator role. Results also showed that moderating effect indeed. Finally, this study will discuss related implications, suggestions for future research, and several research limitations.
Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 4
1.3 Research objectives 6
1.4 Research procedures 7
Chapter 2 Literature review 8
2.1 Last-mile delivery 8
2.2 Self-service technology 11
2.3 Automated parcel station 15
2.4 Service convenience 20
2.4.1 Access convenience 22
2.4.2 Transaction convenience 23
2.5 Customer participation readiness 25
2.6 Individual Difference 29
2.6.1 Need for interaction 30
2.6.2 Technology anxiety 30
Chapter 3 Research methodology 32
3.1 Research framework 32
3.2 Research hypothesis 33
3.3 The questionnaire design 39
3.3.1 The measures of service convenience 40
3.3.2 The measures of customer participation readiness 41
3.3.3 The measures of use intention 42
3.3.4 The measures of individual difference 43
3.4 Sample and data collection 44
3.5 Data analysis 45
3.5.1 Descriptive statistics analysis 45
3.5.2 Exploratory factor analysis (EFA) 45
3.5.3 Reliability analysis 46
3.5.4 Confirmatory factor analysis (CFA) 47
3.5.5 Structural equation modeling (SEM) 48
3.5.6 Hierarchical regression analysis 50
Chapter 4 Results 51
4.1 Sample characteristics 51
4.1.1 Sample profile 51
4.1.2 Descriptive statistic of measurement items 55
4.2 Uni-dimensionality of customer participation readiness 59
4.3 Reliability analysis 60
4.4 Measurement model analysis 62
4.5 Common method bias check 66
4.6 Structural equation modeling analysis 69
4.7 Moderating effect of individual differences 74
Chapter 5 Conclusions and suggestions 83
5.1 Discussions and conclusions 83
5.2 Practical implications 86
5.3 Research limitations and directions for future research 88
Appendix A Chinese Questionnaire 105
Appendix B English Questionnaire 109
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