一種不需要服務人員隨時在旁待命，即可讓使用者自行滿足需求的「自助服務科技」已成為各企業組織相繼投入使用的服務技術。根據顧問公司的調查，使用此技術可為組織節省十分之一的人力成本；企業經理人雜誌中也提到，若能有效地讓使用者進行自助式服務，除了可降低成本、增加營收，亦可提高顧客的忠誠度。然而過去文獻中普遍由科技接受模式與科技準備度等內在觀點探討使用者對自助服務科技的使用目的或滿意度，而缺乏同時對使用者內外部因素的檢視。
因此，本研究以使用者對醫院自助批價繳費機的涉入程度與使用者對一般科技的從眾行為來探討使用者使用自助服務科技的動機，並以消費價值理論的五個構面探討使用者對自助批價繳費機的認知價值，藉由上述各理論發展出本研究的理論模型，嘗試以此模型來解釋使用者之涉入程度與從眾程度的特性對自助服務科技認知價值中各個構面所造成的影響及對其態度間的關係。
經由本研究結果分析顯示，整體而言：（1）使用者對自助批價繳費機的「涉入程度」與使用者對自助批價繳費機的「認知價值」各個構面間皆有顯著正向關係。（2）使用者對於使用一般科技的「從眾行為」與使用者對自助批價繳費機的「認知價值」間，除了功能性價值外，其餘皆有顯著正向關係。（3）使用者對自助批價繳費機的「認知價值」與使用者對自助批價繳費機的「態度」間，除了新奇性價值與條件性價值外，其餘皆有顯著正向關係。

A service technology which can fulfill customers’ needs by themselves is called “self-service technology”. Recently, it becomes a popular concept for many organizations. Using this technology can save one tenth labor costs from organizations according to Summit Research Associates’ survey. CIO magazine reports that SST also can promote customer’s loyalty. However, past studies generally focus on the internal views of users, such as technology adoption model and technology readiness, to investigate self-service technology intention or satisfaction. Therefore, previous results are lack of the investigation of both external and internal factors in the same time.

We are based on the degree of user involvement on using hospital self-payment technology and the degree of user herd behavior on technologies to discuss their motivation. Then use consumption values theory as user’s perceived values. In accordance with these theories, this study develops a theoretical model to try to explain the effects between user’s characteristics of involvement and herding behavior and five dimensions of the perceived values on self-service technology and the relationships between perceived values and attitudes.

On the whole, our empirical results reveal that: (1) the degree of user involvement positively affects all the dimensions of the perceived values; (2) the degree of user herd behavior positively affects all the dimensions of the perceived values except of functional value; (3) all the dimensions of the perceived values positively affect the user attitude except of epistemic value and conditional value.

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