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    題名: 以「整合型科技接受模式」探討消費者使用便利商店多媒體複合機之意願
    其他題名: Applying the utaut to explore consumer's intention to use the multiple media kiosk at convenience stores
    作者: 郭威德;Kuo, Wei-tai
    貢獻者: 淡江大學企業管理學系碩士在職專班
    王居卿;Wang, Chu-ching
    關鍵詞: 自助服務科技;多媒體複合機;整合型技接受模型;Self-Service Technologies(SSTs);Multiple Media Kiosk(MMK);Unified Theory of Acceptance and Use of Technology(UTAUT)
    日期: 2009
    上傳時間: 2010-01-11 04:02:25 (UTC+8)
    摘要: 連鎖便利商店在台灣已經與日常生活緊密結合,其眾多的營業據點、多元化的服務與24小時營業的經營模式,滿足了消費者在便利上的需求。過去便利商店以食品和貨架商品為主要銷售項目,但近年來便利商店逐漸加重虛擬商品與加值服務的銷售,這些商品與服務的銷售亦為創造利潤的重要來源。便利商店多媒體複合機(MMK)的導入,擴大形成第二層店舖的銷售競爭;基此,了解消費者對於自助服務科技的接受態度,將會是便利商店業者創造競爭優勢的成功關鍵。
    本研究以「整合型科技接受模型」(UTAUT)為基礎,探討消費者使用便利商店MMK的意願,研究發現如下:
    一、「對績效的期望」、「對付出的期望」和「社會影響」皆會對「使用意願」產生正向的影響;其中,「社會影響」的影響程度最高,其次為「對付出的期望」。
    二、性別並不會干擾「對績效的期望」、「對付出的期望」、「社會影響」對於「使用意願」的影響。
    三、年齡會干擾「對績效的期望」、「對付出的期望」、「社會影響」對於「使用意願」的影響。
    四、教育程度會干擾「對績效的期望」、「對付出的期望」、「社會影響」對於「使用意願」的影響。
    The convenience store (CVS) has already become a very closed part of daily life in Taiwan. The business model of CVS, vast spots, multiple kinds of service and 24 hours operation, was satisfied with consumers'' convenient need. In the past, most revenue is from the sale of food and shelve goods. Furthermore, the CVS increase the sale weight of fictitious goods and value-added service gradually in recent years. Those sale of goods and services are the important profit sources. The CVS''s companies adopt Multiple Media Kiosk(MMK) to their service for expanding “second floor” sales against competitors. It’s important to create the difference of the products with the competitive advantage in this keen competition. Understaning the attitude of consumers'' acceptance toward Self-Service Technologies will be the key for the CVS''s companies creating competitive advantage to success.
    This research applys Unified Theory of Acceptance and Use of Technology(UTAUT)as the basic foundations to explore the intention of using Multiple Media Kiosk at convenience stores. Some major findings of this study as below:
    1.Performance expectancy, effort expectancy and social influence all have significant influence on behavioral intention. Social influence influences the most, and effort expectancy is the second large influential factor.
    2.Gender does not moderate the impact of performance expectancy, effort expectancy and social influence on behavioral intention.
    3.Age moderate the impact of performance expectancy, effort expectancy and social influence on behavioral intention.
    4.Degree of education moderate the impact of performance expectancy, effort expectancy and social influence on behavioral intention.
    顯示於類別:[企業管理學系暨研究所] 學位論文

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