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  • 學位論文

自助服務系統使用意圖之決定因素-以7-11 ibon為例

Determinants of the intention to use self-service systems:The case of the 7-11 ibon

指導教授 : 程永明
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摘要


隨著科技的進步,在便利商店中自助服務系統扮演著便利且提供民眾資訊服務的資訊導覽功能的角色。基於解構式計劃行為理論,本研究目的乃是探討系統安全性與使用者信任度對於Kiosk使用意圖之影響。本研究共發放750份問卷,回收730份問卷,其中,有效問卷共計714份,有效回卷率為95.2%。本研究以多元迴歸分析方法對研究架構進行路徑分析。 研究結果歸納如後:首先,安全性對知覺易用性、知覺有用性皆有顯著的正向影響。其次,信任對知覺有用性、態度、主觀規範、知覺行為控制皆有顯著的正向影響,知覺易用性對信任有顯著的正向影響,主觀規範對知覺易用性、知覺有用性、使用意圖皆有顯著的正向影響。而後,相容性、知覺有用性對使用意圖皆有顯著的正向影響,相容性、知覺易用性、知覺有用性對態度皆有顯著的正向影響。最後,自我效能、資源助益條件、技術助益條件對知覺行為控制皆有顯著的正向影響,知覺行為控制對使用意圖有顯著的正向影響。 本研究建議如後:首先,7-11 應保有ibon系統給使用者的安全感,並建立更良好的安全機制(如:數位簽章)及強化其系統功能(如:下載功能),藉此增加使用ibon認知與使用意圖。其次,7-11應保有ibon給使用者的信任感,並宣導更多有關詐欺和隱私權的保護措施,藉此增加使用者對系統的認知與使用態度等。而後,7-11應改變ibon系統網頁瀏覽方式並提供淺顯易懂的版面、操作與指引,加強使用者使用ibon的信心,讓使用者深信自己有足夠能力使用ibon,藉此增加使用ibon使用意圖。最後,7-11應更新ibon系統與其他支援系統(如:Office作業系統),跳脫現有單向的資訊傳遞功能以及增加觸控技術(如:多點觸控),藉此增加使用ibon使用意圖。

並列摘要


With the rapid growth of technologies, Kiosk offers suitable information navigating to people in convenient store. Hence, based on the Decomposed Theory of Planned Behavior this study’s purpose is to explore the impacts of security and trust on the usage intention of Kiosks. A total of 750 questionnaires were delivered, retrieving 730 questionnaires from subjects, a total of 714 responses were deemed usable for the analyses, a 95.2% usable response rate. The research framework was demonstrated by the path analysis of multiple regression analysis method. The results of this study are summarized as below: First, security has positively effects on perceived ease of use and perceived usefulness. Second, trust has positively effects on perceived usefulness, attitude, subjective norm, perceived behavioral control; perceived ease of use has significantly positive effects on trust; subjective norm has statistically significant and positive effects on perceived ease of use, perceived usefulness, and intended use. Then, compatibility and perceived usefulness have statistically significant and positive effects on intended use; compatibility, perceived ease of use and perceived usefulness have statistically significant and positive effects on attitude. Finally, self efficacy, resources facilitating condition and technology facilitating condition have statistically significant and positive effects on perceived behavioral control; perceived behavioral control has statistically significant and positive effects on intended use. The proposals of this study are summarized as below: First, 7-11 should develop ibon system to build up the security of user (ex. digital signature) and increase the functions (ex. downloading), facilitating usage of ibon belief and intention. Second, 7-11 need to maintain the user’s trust, providing more information to avoid deception and protecting their privacy; it can increase the trust and positive attitude of users. Then, providing simple manipulation page and instructions are important for increasing the users’ confidence to use ibon. The final results suggested that ibon should renew their own or other supporting systems (ex. Office) to get rid of one-way communication and increase the touching functions (ex. Multi-touch), in order to raise the use of intention.

參考文獻


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