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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/75955
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/75955

    Title: 電子化服務價值:消費者知識與知覺風險之干擾效果
    Other Titles: E-Service Value: Moderating Roles of Consumer Knowledge and Risk Perceptions
    Authors: 林穎青;林建信;施信佑;佘日新
    Lin, Ying-Ching;Lin, Chien-Hsin;Shih, Hsin-Yu;Sher, Peter J.
    Contributors: 廣告系
    Keywords: e-service;value;knowledge;risk
    Date: 2006
    Issue Date: 2015-06-18 15:14:10 (UTC+8)
    Abstract: Technology-based service provides greater functional values for consumers than does traditional non-technology-based service. Most studies stress the importance of technology as an e-service instrument, but some contend that consumers may be incapable or reluctant to interact with technologies, or may experience them negatively while using. Therefore, although technology may increase consumer value, perceived value may be minimized because of inadequate or limited consumer knowledge or risk perceptions associated with its use and application. Through two experimental studies, this paper demonstrates that both perceived knowledge and perceived risk are critical moderators in forming consumer perceived value in e-service contexts. Furthermore, this paper reveals the following: (a) the merely superficial signs of technological innovation may represent value for consumers, (b) consumer knowledge may not always represent an advantage for e-service firms, and (c) risk has asymmetric moderating effects with both positive and negative implications. This paper also discusses suggestions for knowledge management and marketing strategies.
    Relation: 電子商務學報 ,8(4) , 447-467
    Data Type: article
    DOI 連結: http://dx.doi.org/ 10.6188/JEB.2006.8(4).01
    DOI: 10.6188/JEB.2006.8(4).01
    Appears in Collections:[廣告學系] 期刊論文

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