Abstract
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.