以科技為基礎的線上自助式服務(online TBSS)例如Google搜尋和線上購物，已經成為目前許多企業用來與顧客接觸並促成消費行為的主要手段，這一類型的服務大幅改變了企業自身的商業流程以及與顧客連結的方式。然而，並非所有的企業都能夠使用自助式服務或者透過自助式服務來提升顧客滿意度，有鑑於此，本研究以群眾外包的方式去探索線上自助式服務的可能效果，同時我們建置一個自助式服務網站來藉此找出在服務設計的過程中可行的元素。
本研究以情境的方式來進行實驗並蒐集了307份有效樣本，結果顯示認知有用性及認知客觀性會正向的顯著影響使用意願，而社會臨場感則會正向的調節認知有用性與使用意願之間的關係。此外，在網站中對於資料來源的存取程度以及利用社會網路分析資料都會正向的顯著影響認知客觀性及社會臨場感，根據這些結果，本研究可作為研究及意圖導入線上自助式服務者的導引。

Online technology based self-services (TBSS), such as Google search and online shopping, stand to become the primary touch point used by firms to facilitate custom-er buying decisions. This kind of service has significantly changed the way firms manage their business process and deal with customers. Yet, not all firms are able to use the TBSS nor do all firms see these technologies as a good way to improve cus-tomer satisfaction. In this paper, we propose a Crowdsourcing approach to explore the possible effects of online TBSS. We also build an online TBSS website to find out the key factors during the design of TBSS. We conduct a scenario-based experiment and collect a total of 307 usable samples. Result shows that perceived usefulness and per-ceived neutrality can positively affect the intention to use the TBSS, and social pres-ence can positively moderate the relation between perceived usefulness and intention to use. Also, the two factors, accessibility of data source and SNA to process the data, can significantly affect the sense of neutrality and social. This study is the guideline for those who want to study the effect of online TBSS and useful for those who want to implement or improve their online TBSS.

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