台灣便利商店發展可謂競爭白熱化,各家便利商店均努力創造附加價值,以彰顯同中求異之競爭趨勢,近期多媒體資訊站的興起即可說明此一現象。有鑑於此,本研究以台灣最大連鎖便利商店者「統一超商」之 ibon 服務平台為個案,探討多媒體服務平台ibon 所提供的服務內容帶給消費者之價值以及其操作過程中所產生的風險,以瞭解消費者對ibon的使用意願。本研究根據Zeithaml(1988)提出顧客知覺價值與 Bauer(1960)提出顧客知覺風險為理論基礎,探討消費者使用意願。研究結果顯示,顧客對ibon提供服務內容之知覺價值與其使用意圖呈現正向關係;反之,顧客對ibon使用過程之知覺風險與使用意圖亦呈現反向關係。本研究結果告訴業者強化ibon服務內容之知覺價值變簡化操作過程,化解使用風險之知覺,可以提高顧客使用意圖而增加營額。
The development of the convenience stores in Taiwan has turned to a competitive white hot. Each store tries its best to create more added value under the same base to show the differences of the competitive advantages. The raising of the recent multi-media kiosk can explain this kind of phenomenon. To take ibon service platform for example, the research is in view of analyzing 7-11, the biggest convenience chain store in Taiwan , which offers ibon service to the consumers. In order to find out if the consumers are willing to use or understand ibon service on both values and risks while operating. The research is based on consumer perceived value of Zeithaml(1988) and consumer perceived risk of Bauer(1960). As the result, the consumers show positive to ibon service on the content of perceived value and intention of using it. On the contrary, the consumers show negative on the content of perceived risk and intention of using it. The finding is telling the enterprisers to strengthen perceived value of ibon service in order to simplify the operation process of its usage. To make it earlier using ibon is to increase their turnovers.