自2004年起，隨著業界內競爭的加劇，台灣各家便利商店廠商開始應用自助式服務科技 (self-service technology) 克服時間跟空間限制，提供消費者多樣化服務及擴大服務選擇，滿足消費者在急促生活步調下之多元需求，以增加消費者進入商店的機會，提升消費能力。因自助式服務科技的服務傳遞方式與人員直接服務為主的服務流程存在極大的差異，而且消費者重視與從業人員間之人際互動，以及對於自助式服務科技的認知都會影響消費者對與服務的評價結果。因此，本研究首先探討互動需求(need for interaction)及科技準備度(technology readiness)，以暸解消費者決定其對自助式服務科技之認知對自助式服務科技之知覺服務品質(perceived service quality)及滿意度(satisfaction)之影響。此外，為瞭解當消費者在透過自助式服務科技的過程中對科技的評價，對於後續再使用行為意圖(behavioral intentions)有所影響，此以知覺服務品質-行為意圖之關係為基礎，納入對自助式服務科技之滿意度及知覺價值兩個中介變數。資料分析結果，發現在便利商店的使用情境下，消費者之互動需求將會影響其對服務之評價。科技準備度會直接影響知覺服務品質之形成，而對滿意度僅有間接影響。知覺服務品質對於滿意度及行為意圖之間皆有顯著因果關係。

Form the viewpoint of marketing, new service provision options are considered to be powerful opportunities to decrease the limitations of time and place in the process of service delivery. From 2004, with the increase of
competitiveness within the Taiwan convenient store industry, most firms started to apply a self-service technology, called interactive kiosks, to extend service options, fulfill consumers’ varied needs at all times, and to indirectly increase consumption by means of increasing the frequency with which they enter stores. Because self-service technology applied in convenient stores is different from a traditional service process, the existence of service providers and consumers’ perception of this new technology will influence whether consumers adopt this new service or not. As a result, the need for interaction with service providers and technology readiness is discussed herein in order to demonstrate the effect of these two factors on consumers’ perception of self-service technology. In addition, when consumers have chosen to adopt self-service technology, the subsequent formation of their evaluations will influence their follow-up behavioral intentions. Hence, the perceived service quality- behavioral intentions process and two intermediary factors, satisfaction
and perceived value of self-service technology, were adopted to discuss the determinants of behavioral intentions. The results gave evidence to support the theoretical statement and hence, offer keys to the implementation of both the theory and its direct application by management.

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