The Probe Into The Relationship Between Behavior Intention And Self-Efficiency Of Consumer On Self-Service Technology

Nowadays competition in the service industry of our country is fierce gradually. Science and technology are changing rapidly with each passing day. Customer demands are becoming more and more complex cases. Service enterprises shall be continuously improving and innovating the service system. With the development of technology, the growth of investment about information technology services in the service industry is rapid, how to get users’acceptance, the issues of technology and management are becoming more and more important. Many manual operations with low cost of self-service appear in enterprises, instead of high labor cost. So, more and more self-service technologies are used in Service industry, such as the Internet Banking, ATM and automatic ticketing terminal in station and so on. All the enterprises with self-service technologies are aimed to improve the efficiency in service, reduce the operating costs, and reduce the service quality of heterogeneity. Most companies hope that by the use of technology, self-service technology can add customers’participation into service, and the customer can do something instead of part of the staffs’ business. The self-service technology can take some benefit for the organization and customer. By the utilization of self-service technology, the cost of service can become lower, the customer can feel the convenient of the service, and the loyalty of customers can also be improved, and the technology can have a positive impact on the firms’ profitability. Therefore, with the development of economic, more and more fierce challenges and competition the service type business are faced, more and more important the self-service technology is. How to make customers tend to be more and more likely to use the self-service has become an important problem, this problem need to be pay more attention, especially during the development process of enterprise. Nowadays the research on self-service is a very popular topic among many scholars’researches.This article was built based on the literature materials on customer behavior intention at home and abroad, including attitude, perceived usefulness, perceived ease of use and self-efficacy, In this article the perceived value and customers’attitude are regarded as intermediary variables, whereby the perceived value contains perceived usefulness and perceived ease of use. Here the influencing mechanism of intention model was built. On the basis of literature study, five hypotheses were put forward. Through the method of questionnaire survey the mass of data in this research was conducted by the researcher in such an empirical analysis. Totally the researches had received289samples during the research. According to the obtained data, the researcher tested the reliability and validity of the questionnaire, meanwhile the results of the test showed that the authenticity and applicability of the questionnaire are high. Then, the researcher conducted the descriptive statistical analysis of the survey data, and conducted the confirmatory factor analysis and structural equation, and verified hypothesis in the research. The results showed that the fitting results of the model were good, and five hypotheses had been proved in this paper. The results of this research showed that, in the process of using self-service terminals, behavioral intentions of the customers can be promoted through the enhancement of personnel interaction between customer and enterprise to enhance customer self-efficacy. The conclusions of this study are significant, and can be used for the future researches. At the same time, the conclusions can be used in the actual management of enterprises.