中文摘要：

已有研究探讨了顾客技术准备对顾客采用、尝试自助服务技术（SSTs）的影响,而忽视了其引发的结果。研究借鉴人力资源管理当中相关概念和成果,构建自助服务技术情境下顾客技术准备的结果模型,并通过收集248名网上银行使用者的数据,利用偏最小二乘法（PLS）进行结构方程建模来验证假说。研究结果表明在自助服务技术情境下,顾客技术准备对顾客感知的SSTs服务质量、感知价值、顾客满意有显著的正向作用;而对感知风险则有负向影响。各个结果变量之间的关系也都符合传统服务营销领域中的研究结果,除了感知价值和感知风险之间的关系。由于受到性别的调节作用,感知价值与感知风险没有出现研究所期望的负向关系。研究结论为未来自助服务技术研究和实施有效的自助服务技术管理提供借鉴。

英文摘要：

Extant researches have explored the effects of customer technology readiness on the trial and adoption of self-service technology（SSTs）,but the consequences of customer technology readiness are ignored.Based on the constructs and results of human resources management,this study proposes the model which examines the relationships between customer technology readiness and its consequences in SSTs context.Data collected from 248 online banking users is analyzed by Partial Least Square（PLS） to test the proposed hypotheses.The results show that customer technology readiness has significant and positive effects on SSTs service quality,perceived value,and customer satisfaction.Moreover,its influence on perceived risk is significantly negative.The relationships among these consequences are consistent with the traditional service research except for the link between perceived value and perceived risk.Unlike the expected,the negative relationship is not significant because of the moderating effect of gender.Implications for academic research and management of SSTs are discussed.