自助服务VS人工服务：消费内隐态度影响因素研究

发布时间：2018-01-04 01:09

本文关键词：自助服务VS人工服务：消费内隐态度影响因素研究　出处：《南京大学》2014年硕士论文　论文类型：学位论文

【摘要】：服务行业的激烈竞争和科学技术的发展促使了自助服务技术(self-service technology)的急速发展,越来越多行业尝试用自助服务技术来替代人工服务并最终获取消费者的欢心。国内外对自助服务展开广泛研究,企业在管理和力求优化自助服务技术时,比想象的要难。为此,我们需要更加深入地了解自助服务的作用机制和真实的消费者认知。然而,自助服务如何获得消费者的青睐?自助服务能给予消费者怎样的消费感知?消费者对自助服务的态度又是怎样的?带着这些疑问,我们开展了本文所述的研究。本文研究涉及的消费者人口变量有性别、学历、年龄、收入、地域以及网龄,并创新地从社会心理学的视角来探讨自助服务的特点和给人的心理感知,并运用社会心理学的实验方法——内隐联想测试(IAT, Implicit Association Test)测量不同消费者对自助服务的内隐态度,并运用t检验和单因素方差检验的数据分析方法以期分析不同人群对自助服务的内隐态度的差异。本文研究发现,不同性别、不同收入或不同网龄对消费者自助服务的内隐态度存在显著影响；而学历、年龄、地域三个维度则不存在显著差异。具体来说,收入较高,网龄较长的女性比其他群体更偏好于自助服务。本文通过结合社会心理学的研究实验方法和市场营销学传统的数据分析方法(t检验以及单因素方差检验)从消费者的内在动机出发研究不同人口特征对自助服务的内隐态度的差异是否显著,指出企业在发展自助服务时应该更重视消费者的内隐态度,并驱动消费者的内在动机。在文章最后,我们对自助服务的未来理论研究方向和时间发展方向进行了大胆而不失理智的展望。
[Abstract]:The fierce competition in service industry and the development of science and technology promote the rapid development of self-service technology. More and more industries try to use self-service technology to replace artificial services and ultimately gain consumer favor. Domestic and foreign research on self-service, enterprises in the management and strive to optimize self-service technology. It's more difficult than we thought. To do this, we need to understand more deeply the mechanism of self-service and the real consumer perception. However, how can self-service get the favor of consumers? What kind of consumer perception can self-service give consumers? What is the attitude of consumers to self-service? With these questions in mind, we have carried out the research described in this paper. The consumer population variables involved in this study are gender, education, age, income, region and age. And from the perspective of social psychology to explore the characteristics of self-service and psychological perception, and the use of social psychology experimental method-implicit association test IAT. Implicit Association Test measures the implicit attitudes of different consumers towards self-service. The data analysis method of t test and single factor variance test is used to analyze the difference of implicit attitude of different population towards self-service. The implicit attitude of consumer self-service is significantly affected by different income or different age of Internet; However, there were no significant differences among the three dimensions of education, age and region. Specifically, the income was higher. Older women prefer self-service to other groups. In this paper, by combining the social psychology research experimental method and the traditional data analysis method of marketing, the t-test and the univariate variance test are used. Based on the intrinsic motivation of consumers, this paper studies whether the implicit attitude of different population characteristics to self-service is significant. It is pointed out that enterprises should pay more attention to the implicit attitude of consumers and drive the intrinsic motivation of consumers when developing self-service. At the end of the article. We have a bold and rational outlook on the future theoretical research and time development of self-service.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F719;F713.55

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