隨著資訊科技的發達，自助服務科技在公司與顧客的交易過程中，扮演著日益重要的角色，然事實上並非所有的消費者皆喜好且願意使用自助服務科技，此議題在目前研究中亦未有充分討論。有鑑於此，本研究試圖結合行銷及資訊相關研究，發展一實證架構，探索消費者科技適應度、自助服務科技之服務收費、廠商公司形象、服務品質、滿意度與行為意圖間之關係。研究結果顯示，顧客對科技的適應度能提升其對服務品質的認知及行為意圖，而自助服務科技廠商的公司形象與服務品質的認知、滿意度、及行為意圖間亦具有直接而正向的關係。同時自助服務科技之服務品質認知與服務收費，除了對滿意度形成正向的影響外，也透過滿意度間接影響行為意圖。

Advances in self-service technologies (SSTs) have increased the role technology plays in customer interactions with the firm. However, not all customers like SSTs, nor are they all ready to use SSTs. This paper developed an empirical framework to explore consumer’s adoption of SSTs. A theoretical framework is proposed to suggest the links among technology readiness, service charge, corporate image, service quality, customer satisfaction and behavioral intentions toward SSTs. Extant research and concepts from various fields, including marketing and information system, are reviewed to derive the hypotheses. The results indicate that customers’ technology readiness enhances perceived service quality and behavioral intentions, while corporate image is positively associated with service quality, satisfaction and behavioral intentions. In addition, SST service quality and service charge also have positive impacts on customer satisfaction. Implications, limitations, and future research are then discussed.

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