An Empirical Study on the Antecedents of Usage of Self-service Technology: Based on Preference Theory

Abstract

Abstract:

Post-consumption behavior is a key of success when competition becomes increasingly fierce. The focus is shifting to usage behavior which is a quiet different concept from the existing post-purchase behavior such as satisfaction, loyalty, word of mouth, etc. This paper analyzes usage behaviors from two perspectives:usage frequency and usage diversity. By introducing hierarchy customer value theory and preference theory, the present research provides demonstration for the relationship between effective customer value and usage behavior through preference as a mediator. The empirical setting is self-service technology. This research tests the hypotheses and model by the data from an online survey web. The results show that:self-service preference has a directly positive influence on usage behavior; the effective value shows indirect powerful effect on usage behavior by through preference. These results expand the research of usage behavior and its antecedents, and help managers to understand customers by specific usage behavior.

Key words: usage behavior, preference, self-service technology, customer value, e-bank

Jiang Lu, Jin Yufang. An Empirical Study on the Antecedents of Usage of Self-service Technology: Based on Preference Theory[J]. , 2016, 28(4): 201-211.

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