Abstract Mobile commerce still experiences high drop-out rates throughout the sales process. This is especially evident for complex products such as insurance, which consumers often initially explore online but complete the purchase offline to enjoy direct human assistance, helping them to better understand the product and reduce associated risks. To facilitate complex product purchases online, this article highlights the need for fit between the type of service and the type of technology used for the purchase, termed as service-technology fit (STF). In particular, the article proposes a comprehensive technological service (CTS); that is, the combination of a technology-mediated service (TMS) and a technology-generated service (TGS) as a central element of a face-to-screen service (FtoS). This experimental study found a significant superiority for CTS in terms of service quality and information quality as well as concerning consumers’ perceived financial risk, psychological risk, ease of use, and purchase intention. In contrast, relying solely on either TMS or TGS reduces the perceived service and information quality and reinforces the perception of several risks. These findings extend the theoretical knowledge on the mechanisms that are inherent to an FtoS service and give concrete practical implications for the future design of service in mobile commerce.

中文翻译：

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减少移动商务中的服务赤字：服务技术契合如何支持复杂产品的数字销售

摘要 移动商务在整个销售过程中仍然存在较高的流失率。这对于保险等复杂产品尤为明显，消费者往往最初在网上探索，然后在线下完成购买，以享受直接的人工协助，帮助他们更好地了解产品并降低相关风险。为了便于在线购买复杂的产品，本文强调了服务类型与用于购买的技术类型之间的匹配需求，称为服务技术匹配 (STF)。文章特别提出了综合技术服务（CTS）；也就是说，技术中介服务 (TMS) 和技术生成服务 (TGS) 的组合作为面对屏幕服务 (FtoS) 的核心元素。本实验研究发现，CTS 在服务质量和信息质量以及消费者感知的财务风险、心理风险、易用性和购买意愿方面具有显着优势。相比之下，仅依赖 TMS 或 TGS 会降低感知的服务和信息质量，并增强对多种风险的感知。这些发现扩展了 FtoS 服务固有机制的理论知识，并为移动商务中的未来服务设计提供了具体的实际意义。仅依赖 TMS 或 TGS 会降低感知的服务和信息质量，并增强对多种风险的感知。这些发现扩展了 FtoS 服务固有机制的理论知识，并为移动商务中的未来服务设计提供了具体的实际意义。仅依赖 TMS 或 TGS 会降低感知的服务和信息质量，并增强对多种风险的感知。这些发现扩展了 FtoS 服务固有机制的理论知识，并为移动商务中的未来服务设计提供了具体的实际意义。