從科技接受模式探討消費者在Kiosk購票之態度與意願－以7-ELEVEN ibon為例

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Title:	從科技接受模式探討消費者在Kiosk購票之態度與意願－以7-ELEVEN ibon為例 A study of Attitude and Intention to use of Consumers purchase on Kiosk: approach of Technology Acceptance Model－As a Case of 7-ELEVEN ibon
Authors:	林士翔
Contributors:	資訊傳播學系
Keywords:	kiosk 科技接受模式認知便利性 Technology Acceptance Model Perceived Convenience
Date:	2014
Issue Date:	2015-02-04 10:17:45 (UTC+8)
Abstract:	科技發展快速以及資訊量大增的時代來臨，加上Kiosk的技術引進，國內開始出現互動式多媒體資訊平台，常見的台鐵以及高鐵的自動售票機也都是運用Kiosk技術所衍生的機台，而近幾年來各大連鎖超商企業也紛紛引進此技術便在各個超商門市內設立服務機台，例如：7-ELEVEN的ibon、全家便利商店的Fami-port、萊爾富的Life-ET…等等。資料顯示，統一企業的7-ELEVEN在全國擁有4900餘的店數，其次是全家便利商店約2900餘家，故本研究選擇了店數居多的7-ELEVEN ibon作為研究的目標。　　Kiosk技術發展至今，消費者漸漸習慣於便利商店使用多媒體資訊互動平台來完成購票行為，而傳統產業的售票平台也逐漸消失，此一現象顯示消費者在購票上相較於傳統購票模式有了很大的變化，本研究將以7-ELEVEN內所建置的互動式多媒體資訊站(ibon)所提供之購票服務做為研究主題，透過科技接受模式試圖探討消費者於便利商店內使用互動式多媒體資訊平台進行購買行為是否受到心理因素的影響?如果有，其影響是否有共通性?其研究目的在於消費者使用ibon所提供之購票服務時所產生的心理因素進而影響其使用態度與使用意願。本研究將透過科技接受模式中的「認知有用性」、「認知易用性」、「使用態度」與「使用意願」四個構面，並加入「認知便利性」作為其外部變數。研究方法以問卷調查的方式，採用利克特五點量表「非常同意」、「同意」、「普通」、「不滿意」、「非常不滿意」，再依據答案給予分數5、4、3、2、1作為調查的依據，而主要觀察對象為使用過ibon所提供之購票系統的消費者，最後透過統計分析後的數據，加以解釋，以便了解消費者在使用ibon所提供之購票系統時的心理因素，進而探討本研究討論的議題。 As we all know, the amount of information exploded in this high tech era. And with the introduction of the Kiosk's technology, we begin to use interactive multimedia information platform in our daily life. The train and high-speed rail ticket vending machines are also using technology derived Kiosk system. The chain convenience stores have also introduced this technology in recent years, such as :7-ELEVEN's ibon, Fami-port from Family Mart convenience store, Hi-Life's Life-ET ... etc…Research shows there are more than 4900 stores of 7-ELEVEN, and about 2900 stores of Family Mart convenience store in our country. Thus in this research we aim on 7-ELEVEN ibon as the our target , because of the majority of numbers. Kiosk Technology Development date, the Consumer got used to facilitate shop use interactive multimedia information platform to complete ticket, and the traditional industries have gradually disappear ticket platform, the phenomenon indicates that consumers in ticket photogenic relative to traditional ticket model is a lot of change, the study of 7-ELEVEN the establishment of an interactive multimedia kiosks (ibon) the ticketing services made it a research topics, use “Technology Acceptance Model” to explore model consumers use convenience stores interactive multimedia information platform to purchase now conduct of psychological factors? If so, its influence whether there are things in common? The study was designed to consumers to use ibon provided by when ticketing services the psychological factors affect its use attitude and use. The study will use “Technology Acceptance Model” of " Perceived Usefulness," " Perceived Ese Of Use," " Attitude Toward Using " and " Behavioral Intention To Use," four bodies, and the " Perceived Convenience " as its external variables. Study ways to survey the methods that Likert 5 scale is "very consent" and "consent" and "ordinary" and "unsatisfactory" and "very unsatisfactory" to be followed the answer to score 5, 4, 3, 2, 1 as a basis of investigation, and the main target for observation to use the ibon provided by the consumers ticket system which was completed by statistical analysis of data, explained in order to understand consumers use the ibon ticket system, the psychological factors, which in turn on the topic of discussion.
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