The Impact Research of Self-Service Technology on Customer Perceived Value and Cultural Influence

Based on the Technology Acceptance Model (TAM), this thesis built the self-service technology-perceived value-application-culture model to analyze the impact of the self-service technology's safety, usability and usefulness on customer perceived value's experiential and functional value, on how does the customer perceived value influence their using of self-service and on the long-term impact of customer's frequent use of self-service technology to their power distance, uncertainty avoidance and masculinity/femininity cultural dimension. This thesis use SPSS16.0 for data processing and analysis, the conclusion was of positive significance for marketing management and social.