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Abstract
The purpose of this study was to explore impacts of investment attitude on service innovation. According to the literature, impact relationships between investment attitude, the speed of service innovation, worker behaviour, and business performance has been established. In addition, this study further discusses test results from empirical cases. In the methodology, the structural equation model is adopted. According to the test results, investment attitude positively affects the speed of service innovation and worker behaviour, the speed of service innovation positively affects worker behaviour, and worker behaviour positively affects business performance. The speed of service innovation is not found to positively affect business performance; however, it still indirectly affects business performance due to the relationship existing between speed of service innovation, worker behaviour, and business performance.