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  • 學位論文

台北市消費者使用便利商店自動櫃員機之影響因素探討

Factors Affecting Consumers’Willingness to Use ATM in Convenience Stores-Take Metropolitan Taipei as an Example

指導教授 : 葛維鈞
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摘要


近年來,由於台灣便利商店已邁入成熟飽和期加上國人消費習慣的改變,連鎖便利超商業者開始思索如何改變經營模式以增加消費者來店的比率。例如:統一超商在台灣充分掌握住通路商的強大優勢,舉凡網路遊戲、網路購物、快遞服務、郵購甚至是生活上大小瑣碎事務的繳費,都包含在便利商店的顧客服務內容中。 本研究以便利商店內的自動櫃員機為研究主題,以消費者角度探討此項新產品對於一般大眾的影響因素,研究範圍以台北市為主,採用判斷抽樣的方式,共計有552份問卷,透過統計分析其結果如下: 1.曾經在便利商店使用過ATM的消費者方面,利用因素分析萃取出使用原因的五個構面,分別是「安全性」、「新奇性」、「便利性」、「效率性」與「習慣性」。最後利用集群分析區隔為四個集群,分別為「謹慎型」、「便利型」、「認同型」與「保守型」。 2.不曾在便利商店使用過ATM的消費者方面,萃取出未曾使用原因的五個因素構面,分別是「隱密性」、「急迫性」、「資訊性」、「價格性」與「意願性」。最後利用集群分析,區隔為三個集群,分別為「時間導向型」、「意願導向型」與「謹慎導向型」。 3.新服務模式方面共分為七項,以單變異數與平均數進行分析。結果顯示使用與不使用集群之間則有明顯差異,而曾經在便利商店使用過ATM的消費者其對新服務模式之接受意願明顯比較高。

並列摘要


Because of the number of convenience stores in Taiwan is getting full and the changes of consumer’s shopping custom, convenience stores in Taiwan has to figure out some new ways to get more customers in recent years. 7-ELEVEN, for example, has already completed its own island-wide network system and uses it to provide diversified services like payment of any kind, on-line game, internet shopping, mail order, express delivery and so on. In this report, I will focus on ATM machines in convenience stores and analysis the effect of this new product towards consumers. I sampled opinion among 552 people about this product. The sample area is bounded in Taipei city. The result is as below: 1.Consumers who has used ATM machines in convenient stores: According to factor analysis they use ATM machines in convenience stores, I firstly separated them into 5 groups: for security, for novelty, for convenience, for efficiency, and for custom. From these 5 groups, I used cluster analysis conglomerated them into another 4 groups, they are: customers who are careful, who wants convenience, who follow the brand, and who are conservative. 2.Consumers who has never used ATM machines in convenient stores: According to factor analysis they haven’t considered to use ATM machines in convenience stores, they can be separated into: for privacy, for instancy, for information, for price, and for will. From these 5 groups, they can be separated into another 3 groups, they are consumers who follow the time, who follow their will, and who are very careful. 3.Make One-way ANOVA and mean analysis use of the new service type includes7items,the result of my research shows that consumers who have used ATM machines in convenient stores can highly accept this new product. And the averages of consumers who have used it and customers who have never used it are quite different.

參考文獻


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