When E-Commerce confronted with the renovation of technology, it is very essential for businesses to develop innovative services to cope with customers' evolving demands and to create customers' value. Self-Service Technologies (SSTs), such as Multiple Media Kiosks (MMK) and Smart vending machines (SVM) appear to follow this trend. However, despite companies' efforts to persuade their customers to adopt the new SSTs, consumers will neither use the new technologies nor see these changes as improvements, especially in Taiwan. According to the literature review, very little is known about factors influencing customer usage of these SSTs options. Therefore, this study would like to explore the reasons why there is resistance in adopting the usage of SSTs based on the innovation resistance concepts. With two factors -perceived control and perceived risk to navigate the impacts on innovation resistance. The study used Q-shop in Taiwan as an example. An empirical study was conducted which the total of 302 effective samples were collected. Results show all the research hypotheses supported. At the end of this paper have some discussions which may provide some insights and strategies to practitioners. Future research directions and limitations are also addressed.
More and more E-Commerce's issues be studied these days, specially for the price promotion. Due to customers have different thinking process; their perceived value is different too. Some researches study the impact of consumer behavior by price promotion type or frequency, yet these researches seldom examine the mental processing before purchase decision making by the promotion factors. Mental simulation can be used as a heuristic for estimating probabilities or assessing causality. Therefore, based on the perspective of consumers' heuristics, this paper fills that gap by focusing on the impact of E-Commerce's Price Promotion on Perceived Value. With quasi-experimental design, the study used the repeated measures and covariates to examine the combined interactive effects of mental simulation and discount rate on perceived value. Results show that (1) When faced with promotion situations, may invoke the consumers through the process of mental simulation to interpretation of discount and found that the heuristics will interfere with the mental simulation on effect of perceived value. (2) Under high discount rate and percent-off discount, the consumers will have the highest level of perception value, but lowest level at low discount rate and price-off situation.
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