The determinants of consumer attitude toward service innovation – the evidence of ETC system in Taiwan

Abstract

Purpose -Innovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. Service innovation offers the potential for substantially improving the performance, but performance gains are often obstructed by users' unwillingness to accept and use available systems. This research aims to use the concept of Reasoned Action Theory to further examine consumer attitudes toward service innovation and its antecedents. Design/methodology/approach -By focus group discussion and literature review, a conceptual model with six postulated hypotheses is proposed. The Electronic Toll Collecting (ETC) system launched by the Taiwanese government is selected as the service innovation to test the model. A structured questionnaire is designed to collect field data. The structural equation model with LISREL VIII program is used to estimate the structural coefficients and to test the hypotheses. Findings -The results show that perceived ease of use, perceived price fairness, risk averseness and satisfaction with existing service significantly influence consumer attitude, and then influence consumer's intention to adopt service innovation. Practical implications -Before introducing a service innovation, the service provider must seriously consider the possible difficulties of usage and risk from the consumer's perspective. Originality/value -Compared with product innovation, research focusing on service innovation is relatively scarce. Services have specific characteristics of intangibility, inseparability, heterogeneity and perishability. Hence, the factors influencing the consumer adoption of service innovation may be different from those of product innovation.

Intervening Effect of Attitude on the Relationship between Selected Determinants and Corporate Image

“…There appears to be a lack of studies using attitude as a mediating variable between predictors (brand architecture, CSR, internet marketing, trust, perceived value) and corporate image in past studies. The common direct predictors of attitude investigated in previous academic research are brand architecture [17], [27], [28], trust [14], [15], [19], [20], CSR [21], perceived value [15], [30], [31], internet marketing [20], [21], [29]. Their direct relationships with consumer attitude are equivocal or mixed.…”

“…The literature has shown that there are many factors that affect consumer attitudes, such as brand architecture [17], [27], [28], internet marketing [29], CSR [14], trust [14]- [16], [19], and perceived value [15], [30], [31].…”

Antecedents Varıables of Intentıon to Use Servıce Innovatıon: An Empırıcal Study of E-Toll Card

“…This study replicate a model of the consumer's intention to use service innovation which was developed by Lee (2012). In the specific, the model is applied to examine people intention to use E-toll card system as a service innovation.…”

“…The fact has shown that there were only 5.88% of all the total transactions in the toll gates which has E-toll card fasility (Jasamarga, 2010, p. 20). Therefore, this study aimed to identify the antecedents factors that influence consumer attitude toward service innovation (Lee, 2012).…”

“…Therefore, the understanding of consumer behavior to adopt sevice innovation is necessary to solve these lack of consumer unwillingness. This study was developed by replicated the research of Lee (2012) that reveal the antecedents factors that affect the consumer intention to adopt service innovation. Respondents of this research were 217 students from a private university in Tangerang.…”