人机交互型服务接触、电子服务质量与电子服务价值的关系
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摘要
商品经济向服务经济的转型以及信息通信技术的飞速发展开启了服务业的新纪元，由此驱动电子服务取代物理服务，成为众多行业中的主流服务形式。人机交互型服务接触是顾客主导电子服务的主要方式，对顾客感知电子服务质量、与企业共创电子服务价值具有重要影响，是企业进行服务运营管理的关键。理清人机交互型服务接触的内部机理，探讨它与电子服务质量、电子服务价值的关系具有重要的理论意义和实践价值。
本文对人机交互型服务接触、电子服务质量、电子服务价值等核心概念，以及任务技术匹配理论、手段目的链理论、服务主导逻辑理论等相关理论进行了述评，在此基础上构建了人机交互型服务接触、电子服务质量与电子服务价值的理论模型，从人机交互型服务接触内部机理、人机交互型服务接触对电子服务质量的影响、电子服务质量对电子服务价值的影响、人机交互型服务接触对电子服务价值的影响4个方面提出了17个假设，对网上银行用户进行问卷调查，收回有效问卷634份，统计结果支持了15个假设。
就人机交互型服务接触、电子服务质量、电子服务价值3个核心概念自身而言，本研究得出如下结论：第一，人机交互型服务接触涉及技术、个人、任务、任务技术匹配4种元素，技术功能性、个人技术准备度、任务常规性对任务技术匹配具有正向影响，任务常规性在技术功能性与任务技术匹配之间起负向调节作用；第二，依据手段目的链理论，可以从电子服务内外部属性、使用者特征、电子服务质量的评价内容、结果等方面对电子服务质量的现有研究成果进行整合，提出电子服务质量理论框架，系统表述电子服务质量各研究模块之间的关系；第三，立足于电子服务背景，可以对服务主导逻辑理论中关于价值共创的3个命题进行发展，提出3个推论，阐明顾客、企业、技术在电子服务价值共创中的角色及其对价值共创的影响，系统表述电子服务价值共创机制。
从人机交互型服务接触、电子服务质量、电子服务价值之间的关系来看，本研究得出如下结论：第一，人机交互型服务接触涉及的4个变量——技术功能性、任务常规性、个人技术准备度、任务技术匹配对电子服务质量均有正向影响，任务技术匹配在技术功能性、任务常规性、个人技术准备度对电子服务质量的影响中均起部分中介作用，任务常规性在技术功能性与电子服务质量之间起负向调节作用；第二，电子服务质量对电子服务价值具有正向影响；第三，任务技术匹配作为人机交互型服务接触所涉及变量的代表对电子服务价值具有正向影响，但是二者之间的关系被电子服务质量部分中介。
总体上看，本研究可以做出如下理论贡献：首先，将管理信息系统领域的任务技术匹配理论引入服务科学领域，用于探讨电子服务背景下服务接触、服务质量与服务价值的关系，促进了该理论向服务科学领域繁衍，同时，将技术准备度——这一在服务经济背景下提出的、全面反映个人技术采纳特质的变量引入任务技术匹配理论，弥补了以往研究在应用任务技术匹配理论时通常采用与个人后天技术体验相关的变量表征个人特征的不足，增强了任务技术匹配理论对电子服务的解释力，促进了它的深化；第二，应用心理学领域的手段目的链理论构建了电子服务质量理论框架，为学术界全面理解现有研究成果之间的逻辑关系提供了参考，为后续研究在一个完整框架内展开进行了铺垫，促进了手段目的链理论向服务科学领域繁衍；第三，将服务主导逻辑理论中关于价值共创的3个命题向电子服务背景延伸，提出了3个推论，使得服务主导逻辑理论在电子服务背景下更加全面和具体，促进了该理论的深化。第四，综合应用管理信息系统、心理学、服务科学等领域的理论，构建和验证了人机交互型服务接触、电子服务质量与电子服务价值的理论模型，理清了各变量之间的关系，深化了各单一理论的内涵及应用范畴，为学者们基于理论整合的视角探讨电子服务背景下的相关问题提供了新思路。
本研究所得结论可以引导电子服务型企业合理区分业务类别，准确把握顾客特质，基于匹配的视角进行交互界面设计，从多个维度对电子服务质量进行测评与管理，确保顾客能够主导电子服务价值共创，由此提高企业绩效，推进服务经济发展。
The new epoch of service industry is opened by the transition from goods economy toservice economy and the rapid development of information and communication technology.Since then, electronic service has been replacing physical service and becoming themainstream service form. Service encounter based on human-computer interaction, the mainform for customers dominating electronic service, has a significant influence on customersperceived electronic service quality and electronic service value, and thus is the key point ofservice operations management. So, clarifying the internal mechanism of service encounterbased on human-computer interaction and analyzing its effects on electronic service qualityand electronic service value can make significantly theoretical and practical contributions.
This paper first reviewed the core concepts (service encounter based onhuman-computer interaction, electronic service quality and electronic service value) andtheories (task technology fit theory, means end chain theory and service dominant logictheory). Then, it proposed a conceptual model comprised of service encounter based onhuman-computer interaction, electronic service quality and electronic service value with17hypotheses derived from3aspects. Based on the empirical results from634validquestionnaires from internet banking users,15hypotheses were supported.
As for the core concepts, the following conclusions are drawn:(1) Service encounterbased on human-computer interaction involves4elements (technology, user, task and tasktechnology fit). Technology functionality, user technology readiness and task routineness allhave positive effects on task technology fit. Task routineness negatively moderates therelationship between technology functionality and task technology fit.(2) From the lens ofmeans end chain theory, the theoretical framework can be proposed to systematicallyinvestigate the relationships among research modules of electronic service quality,incorporating existing research aspects of inside and outside attributes and users’characteristics of electronic service and evaluation contents and results of electronic servicequality.(3) In the electronic service context,3propositions about value co-creation in servicedominant logic theory are developed and3deductions are proposed. These deductions canexplain the roles of customer, enterprise and technology in electronic service valueco-creation and the influences of these roles on value co-creation. Through this, the electronicservice value co-creation mechanism is systematically addressed.
As for the relationship among service encounter based human-computer interaction,electronic service quality and electronic service value, the following conclusions are obtained:(1)4variables of service encounter based on human-computer interaction (technology functionality, task routineness, individual technology readiness and task technology fit) allpositively affect electronic service quality. Task technology fit is a partial mediator betweentechnology functionality (task routineness/individual technology readiness) and electronicservice quality. Task routineness negatively moderates the relationship between technologyfunctionality and electronic service quality.(2) Electronic service quality has a positive effecton electronic service value.(3) Task technology fit positively affects electronic service value,and electronic service quality is a partial mediator in this relationship.
Overall, this research makes the following theoretical contributions:(1) This study usesthe task technology fit theory from management information system (MIS) area to investigatethe relationship among service encounter, service quality and service value in the electronicservice context, so the application of task technology fit theory is extended to service sciencearea. Besides, technology readiness, which is put forward in service economy and expressinghuman natures of individuals adopting new technologies, is introduced to task technology fittheory. Thus, the explanatory power of task technology fit theory is enhanced, and this theoryis elaborated.(2) The theoretical framework of electronic service quality is proposed from theperspective of means end chain theory. This framework provides a path to distinguish andintegrate the existing research achievements in electronic service quality area. Means endchain theory from the psychology area is proliferated to service science area.(3)3propositions about value co-creation in service dominant logic theory are extended to theelectronic service context. Service dominant logic theory is also elaborated.(4) Theconceptual model of service encounter based on human-computer interaction, electronicservice quality and electronic service value is put forward and test by the theories from MIS,psychology, and service science areas. The relationships among related variables are clarified.The connotations and applications scopes of these theories are elaborated. An integrationresearch thought is provided to the scholars for conducting further studies in the electronicservice context.
The findings of this research could help electronic service enterprises reasonably classifytask types and accurately grasp customer idiosyncrasies. Enterprises could also designinteraction interface with the fit perspective, and systematically measure and manageelectronic service quality from several dimensions. In this way, the customers dominatingelectronic service value co-creation is assured. Finally, enterprises performance is improvedand the development of service economy is promoted.
本文对人机交互型服务接触、电子服务质量、电子服务价值等核心概念，以及任务技术匹配理论、手段目的链理论、服务主导逻辑理论等相关理论进行了述评，在此基础上构建了人机交互型服务接触、电子服务质量与电子服务价值的理论模型，从人机交互型服务接触内部机理、人机交互型服务接触对电子服务质量的影响、电子服务质量对电子服务价值的影响、人机交互型服务接触对电子服务价值的影响4个方面提出了17个假设，对网上银行用户进行问卷调查，收回有效问卷634份，统计结果支持了15个假设。
就人机交互型服务接触、电子服务质量、电子服务价值3个核心概念自身而言，本研究得出如下结论：第一，人机交互型服务接触涉及技术、个人、任务、任务技术匹配4种元素，技术功能性、个人技术准备度、任务常规性对任务技术匹配具有正向影响，任务常规性在技术功能性与任务技术匹配之间起负向调节作用；第二，依据手段目的链理论，可以从电子服务内外部属性、使用者特征、电子服务质量的评价内容、结果等方面对电子服务质量的现有研究成果进行整合，提出电子服务质量理论框架，系统表述电子服务质量各研究模块之间的关系；第三，立足于电子服务背景，可以对服务主导逻辑理论中关于价值共创的3个命题进行发展，提出3个推论，阐明顾客、企业、技术在电子服务价值共创中的角色及其对价值共创的影响，系统表述电子服务价值共创机制。
从人机交互型服务接触、电子服务质量、电子服务价值之间的关系来看，本研究得出如下结论：第一，人机交互型服务接触涉及的4个变量——技术功能性、任务常规性、个人技术准备度、任务技术匹配对电子服务质量均有正向影响，任务技术匹配在技术功能性、任务常规性、个人技术准备度对电子服务质量的影响中均起部分中介作用，任务常规性在技术功能性与电子服务质量之间起负向调节作用；第二，电子服务质量对电子服务价值具有正向影响；第三，任务技术匹配作为人机交互型服务接触所涉及变量的代表对电子服务价值具有正向影响，但是二者之间的关系被电子服务质量部分中介。
总体上看，本研究可以做出如下理论贡献：首先，将管理信息系统领域的任务技术匹配理论引入服务科学领域，用于探讨电子服务背景下服务接触、服务质量与服务价值的关系，促进了该理论向服务科学领域繁衍，同时，将技术准备度——这一在服务经济背景下提出的、全面反映个人技术采纳特质的变量引入任务技术匹配理论，弥补了以往研究在应用任务技术匹配理论时通常采用与个人后天技术体验相关的变量表征个人特征的不足，增强了任务技术匹配理论对电子服务的解释力，促进了它的深化；第二，应用心理学领域的手段目的链理论构建了电子服务质量理论框架，为学术界全面理解现有研究成果之间的逻辑关系提供了参考，为后续研究在一个完整框架内展开进行了铺垫，促进了手段目的链理论向服务科学领域繁衍；第三，将服务主导逻辑理论中关于价值共创的3个命题向电子服务背景延伸，提出了3个推论，使得服务主导逻辑理论在电子服务背景下更加全面和具体，促进了该理论的深化。第四，综合应用管理信息系统、心理学、服务科学等领域的理论，构建和验证了人机交互型服务接触、电子服务质量与电子服务价值的理论模型，理清了各变量之间的关系，深化了各单一理论的内涵及应用范畴，为学者们基于理论整合的视角探讨电子服务背景下的相关问题提供了新思路。
本研究所得结论可以引导电子服务型企业合理区分业务类别，准确把握顾客特质，基于匹配的视角进行交互界面设计，从多个维度对电子服务质量进行测评与管理，确保顾客能够主导电子服务价值共创，由此提高企业绩效，推进服务经济发展。
The new epoch of service industry is opened by the transition from goods economy toservice economy and the rapid development of information and communication technology.Since then, electronic service has been replacing physical service and becoming themainstream service form. Service encounter based on human-computer interaction, the mainform for customers dominating electronic service, has a significant influence on customersperceived electronic service quality and electronic service value, and thus is the key point ofservice operations management. So, clarifying the internal mechanism of service encounterbased on human-computer interaction and analyzing its effects on electronic service qualityand electronic service value can make significantly theoretical and practical contributions.
This paper first reviewed the core concepts (service encounter based onhuman-computer interaction, electronic service quality and electronic service value) andtheories (task technology fit theory, means end chain theory and service dominant logictheory). Then, it proposed a conceptual model comprised of service encounter based onhuman-computer interaction, electronic service quality and electronic service value with17hypotheses derived from3aspects. Based on the empirical results from634validquestionnaires from internet banking users,15hypotheses were supported.
As for the core concepts, the following conclusions are drawn:(1) Service encounterbased on human-computer interaction involves4elements (technology, user, task and tasktechnology fit). Technology functionality, user technology readiness and task routineness allhave positive effects on task technology fit. Task routineness negatively moderates therelationship between technology functionality and task technology fit.(2) From the lens ofmeans end chain theory, the theoretical framework can be proposed to systematicallyinvestigate the relationships among research modules of electronic service quality,incorporating existing research aspects of inside and outside attributes and users’characteristics of electronic service and evaluation contents and results of electronic servicequality.(3) In the electronic service context,3propositions about value co-creation in servicedominant logic theory are developed and3deductions are proposed. These deductions canexplain the roles of customer, enterprise and technology in electronic service valueco-creation and the influences of these roles on value co-creation. Through this, the electronicservice value co-creation mechanism is systematically addressed.
As for the relationship among service encounter based human-computer interaction,electronic service quality and electronic service value, the following conclusions are obtained:(1)4variables of service encounter based on human-computer interaction (technology functionality, task routineness, individual technology readiness and task technology fit) allpositively affect electronic service quality. Task technology fit is a partial mediator betweentechnology functionality (task routineness/individual technology readiness) and electronicservice quality. Task routineness negatively moderates the relationship between technologyfunctionality and electronic service quality.(2) Electronic service quality has a positive effecton electronic service value.(3) Task technology fit positively affects electronic service value,and electronic service quality is a partial mediator in this relationship.
Overall, this research makes the following theoretical contributions:(1) This study usesthe task technology fit theory from management information system (MIS) area to investigatethe relationship among service encounter, service quality and service value in the electronicservice context, so the application of task technology fit theory is extended to service sciencearea. Besides, technology readiness, which is put forward in service economy and expressinghuman natures of individuals adopting new technologies, is introduced to task technology fittheory. Thus, the explanatory power of task technology fit theory is enhanced, and this theoryis elaborated.(2) The theoretical framework of electronic service quality is proposed from theperspective of means end chain theory. This framework provides a path to distinguish andintegrate the existing research achievements in electronic service quality area. Means endchain theory from the psychology area is proliferated to service science area.(3)3propositions about value co-creation in service dominant logic theory are extended to theelectronic service context. Service dominant logic theory is also elaborated.(4) Theconceptual model of service encounter based on human-computer interaction, electronicservice quality and electronic service value is put forward and test by the theories from MIS,psychology, and service science areas. The relationships among related variables are clarified.The connotations and applications scopes of these theories are elaborated. An integrationresearch thought is provided to the scholars for conducting further studies in the electronicservice context.
The findings of this research could help electronic service enterprises reasonably classifytask types and accurately grasp customer idiosyncrasies. Enterprises could also designinteraction interface with the fit perspective, and systematically measure and manageelectronic service quality from several dimensions. In this way, the customers dominatingelectronic service value co-creation is assured. Finally, enterprises performance is improvedand the development of service economy is promoted.
引文
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