Abstract
Technology infusion into service procedures has enhanced the rise of self-service technology. Technology-based services help
businesses provide more flexibility, efficiency, and variety to customers. Therefore, it increases the customer’s perceived
value from the business’s viewpoint. However, technology-based services are usually novel to most customers. As a result,
customers who lack sufficient experience with using technology-based services may feel extreme frustration. The purpose of
this study was to empirically examine how technology readiness (TR) affects customer perceived value (CPV). Data were collected
from consumers who took the high speed rail in Taiwan in June 2009. As expected, optimism and innovativeness had positive
impacts on CPV while discomfort and insecurity had negative impacts on CPV. The four TR dimensions all had significant, but
not equal, impacts on CPV. Optimism had the highest impact on CPV. TR had no significant impact on emotional value. Social
value and security value were significantly and positively affected by TR.
businesses provide more flexibility, efficiency, and variety to customers. Therefore, it increases the customer’s perceived
value from the business’s viewpoint. However, technology-based services are usually novel to most customers. As a result,
customers who lack sufficient experience with using technology-based services may feel extreme frustration. The purpose of
this study was to empirically examine how technology readiness (TR) affects customer perceived value (CPV). Data were collected
from consumers who took the high speed rail in Taiwan in June 2009. As expected, optimism and innovativeness had positive
impacts on CPV while discomfort and insecurity had negative impacts on CPV. The four TR dimensions all had significant, but
not equal, impacts on CPV. Optimism had the highest impact on CPV. TR had no significant impact on emotional value. Social
value and security value were significantly and positively affected by TR.
- Content Type Journal Article
- Category Original Paper
- Pages 1-7
- DOI 10.1007/s10834-012-9314-3
- Authors
- Kaili Yieh, Department of Business Administration, National Changhua University of Education, No. 2, Shi-Da Road, Changhua City, 50074 Taiwan, ROC
- Jiun-shan Chen, Institute of Information and Society, National United University, No. 1, Lienda, Miaoli City, 36003 Taiwan, ROC
- Maggie Biwei Wei, Department of Business Administration, National Changhua University of Education, No. 2, Shi-Da Road, Changhua City, 50074 Taiwan, ROC
- Journal Journal of Family and Economic Issues
- Online ISSN 1573-3475
- Print ISSN 1058-0476