電子化服務（相對於傳統非電子化服務）提供更多的功能性價值予消費者，當多 數研究探討科技應用的重要性時，本文提出科技提升之價值效益會受到消費者知識與 知覺風險之強化或弱化。本研究以實驗法確認消費者知識與知覺風險對於知覺價值的 形成具有干擾效果。文末也針對知識管理與行銷策略意涵加以討論。

Technology-based service provides greater functional values for consumers than does traditional non-technology-based service. Most studies stress the importance of technology as an e-service instrument, but some contend that consumers may be incapable or reluctant to interact with technologies, or may experience them negatively while using. Therefore, although technology may increase consumer value, perceived value may be minimized because of inadequate or limited consumer knowledge or risk perceptions associated with its use and application. Through two experimental studies, this paper demonstrates that both perceived knowledge and perceived risk are critical moderators in forming consumer perceived value in e-service contexts. Furthermore, this paper reveals the following: (a) the merely superficial signs of technological innovation may represent value for consumers, (b) consumer knowledge may not always represent an advantage for e-service firms, and (c) risk has asymmetric moderating effects with both positive and negative implications. This paper also discusses suggestions for knowledge management and marketing strategies.