台北市消費者使用便利商店自動櫃員機之影響因素探討

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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

吳明修 , Masters　　Advisor：葛維鈞　　

繁體中文

便利商店；自動櫃員機；因素分析；集群分析； Convenience Stores ； ATM ； Factor Analysis ； Cluster Analysis

Abstract │ Reference (61) │ Times Cited (5) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 61 ) 〈TOP〉

7.司徒達賢，策略管理，台北遠流出版公司，1995。
連結：
9.辛岳峰，「購物環境、產品屬性、知覺風險與網路購物行為之研究」，淡江大學碩
連結：
24.榮泰生，消費者行為，五南圖書出版公司，2000。
連結：
1.Belk, Russell W., ”An Exploratory Assessment of Situational Effect in Buyer”, Journal of Marketing Research, 11(May), 156-163, 1974.
連結：
2.Belk, Russell W., ”Situation Variables and Consumer Behavior”, Journal of ConsumerResearch, pp.235-236, December,1975.
連結：

Times Cited (5) 〈TOP〉

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