Transformations  in
Business & Economics

INFLUENCE OF TASK-TECHNOLOGY FIT ON CONSUMER PERCEIVED VALUE FROM THE PERSPECTIVES OF MAN-MACHINE INTERACTION AND INTERPERSONAL INTERACTION
Hui Zhang, Rongteng Zhang, Azmawani Abd Rahman, Lu Chen, Ziyan Yin, Jie Yin

ABSTRACT. With technology continuously influencing the innovation and transformation of the service industry, the conventional service process has been subverted and the traditional customer consumption experience has been reshaped in recent years. However, only a few empirical studies have been conducted on consumer perceived value under man-machine interaction and interpersonal interaction. Moreover, corresponding effective management measures are not explicit. To investigate the influencing mechanism of technological intervention on consumer perceived value, influencing mechanisms among task-technology fit, perceived usefulness, perceived ease of use, customer-employee interaction, and consumer perceived value were constructed according to the task-technology fit and technology acceptance model and servicescapes theory. Moreover, consumption experiences of 382 customers in Haidilao Intelligent Restaurants in Fujian Province, Guangdong Province and Zhejiang Province were investigated, and effects between task-technology fit, perceived usefulness, perceived ease of use, customer-employee interaction, and consumer perceived value were tested using AMOS 21.0. Results demonstrate that task-technology fit significantly positively affects customer perceived value. Task-technology fit has an indirect impact on customer perceived value through perceived usefulness, yet perceived ease of use has no indirect relation between task-technology fit and consumer perceived value. Customer-employee interaction can moderate effects of perceived usefulness and perceived ease of use on consumer perceived value significantly. A dual mediating effect exists in the manner that task-technology fit affects customer perceived value, which is influenced through perceived ease of use and perceived usefulness in succession. This study reveals the influencing mechanism of task-technology fit on consumer perceived value to some extent. Conclusions obtained in this study can provide technology-involved service enterprises with decision-making references in task-technology fit and theoretical references to consumer perceived value improvement in the service industry.

KEYWORDS:  task-technology fit, customer-employee interaction, perceived usefulness, perceived ease of use, consumer perceived value.

JEL classification:  F23, F40, P25, Q40, R11.