研究生: |
洪于婷 Yu-ting Hung |
---|---|
論文名稱: |
影響消費者選擇自助結帳機之因素探討─以統一超商7-11為例 Exploring the Determinants of Consumer to Use Self-Scanning Checkouts -A 7-ELEVEN Case Study |
指導教授: |
鄭仁偉
Jen-Wei Cheng |
口試委員: |
葉穎蓉
none 劉念琪 none |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2011 |
畢業學年度: | 99 |
語文別: | 中文 |
論文頁數: | 63 |
中文關鍵詞: | 自助服務科技 、自助結帳機 、知覺服務品質 、使用意圖 |
外文關鍵詞: | self-service technologies, self-scanning checkouts, perceived services quality, intention to use |
相關次數: | 點閱:581 下載:85 |
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隨著經濟和科技的發展,流通服務業必須不斷改變其服務型態以符合消費者需求。過去研究關於自助式服務的為數不少,但大多都是探討自助服務科技的導入及應用,相對的很少有研究是針對消費者對選擇使用自助結帳機的探討。然而,雖然以科技為基礎的服務之蓬勃發展使消費者蒙受其利,但消費者對其看法及所知覺到的服務品質不一定皆為正向。
本研究以統一超商7-11的自助結帳機為例,探討消費者對自助結帳機的看法與消費者對自助結帳機的知覺服務品質的關係,以瞭解消費者的實際使用狀況並提供日後業者於未來應用自助結帳機的經營參考。本研究以有使過統一超商7-11自助結帳機的消費者為對象,以問卷調查方式進行研究。在資料分析上,採用信度分析、單因子變異數分析、相關分析和線性迴歸分析,來驗證消費者對自助結帳機的看法與其對自助結帳機的知覺服務品質之影響。研究結果顯示,消費者對自助結帳機的看法正向影響消費者對自助結帳機的知覺服務品質。
The retail industry, particularly the self-service businesses, will be more need to change their service style to meet consumers’ need while economy and technology continue to develop. Much extant academic research on self-service, however, has been focused on the introduction and implication of self-service technologies; relatively little attention has been paid to the exploration of customer to use self-scanning checkouts. Although the widespread applications of technology-based services have benefited consumers, in fact, consumers do not completely possess positive attitudes and perceived positive service quality.
This study took a 7-ELEVEN self-scanning checkouts case study, focuses primarily on the relation of consumers’ attributes and preference of self-scanning checkouts and consumers’ perceived services quality of self-scanning checkouts, trying to understand their intention to use self-scanning checkouts and helping for managerial strategy.
Data was collected 124 users of 7-ELEVEN self-scanning checkouts. The results accept hypothesis to consumers’ attributes and preference of self-scanning checkouts has positive relation to consumers’ perceived services quality of self-scanning checkouts.
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