臺灣博碩士論文加值系統

自助服務系統是一種替企業與顧客創造不同關係，並且對企業和顧客雙方都有利的科技手段。企業可以透過自助服務科技的特性來提升利潤，而顧客可以通過使用企業提供的這項服務打破時間與空間限制。7-11的自助服務系統提供許多便利服務，故本文主要研究在台灣密集度很高的7-11，是否因為自助服務系統來提高對客戶對7-11的黏著性，且7-11的自助服務系統是否為大眾消費者可以接受使用，扮演了企業關鍵性的因素。
本研究主要目的是了解目前7-11的自助服務系統ibon的使用狀況，並整理國內外有關主觀規範、自我效能、知覺有用性、知覺易用性與行為意圖的相關理論及文獻並建立本研究之觀念性架構，以及各構面影響的情形。
本研究問卷是以曾經到7-11消費的之民眾為對象，調查期間為民國103 年3 月1 日至103 年 3 月 15 日止，針對研究對象共發放問卷350份。有效問卷回收率達86.57％。本研究利用PASW中文版的統計軟作為資料分析的工具，包含敘述統計分析、信度分析、變異數分析、Pearson相關分析及迴歸分析等方法。
研究發現，主觀規範是不會正向影響知覺易用性，但會正向影響知覺有用性，所以即便是親朋好友推薦ibon後，不一定會認為系統是容易被操作的，但經親友推薦後消費者會認為此系統對於生活上是有幫助的。知覺易用性會影響知覺有用性，故大部分的民眾若認為自己可以輕鬆完成系統的操作，則他就會認為此系統對他來說是容易的也是有幫助的，也會透過自助服務系統來完成他所需要辦理的事情。知覺有用性與知覺易用性皆會影響行為意圖，故當消費者認為此系統是容易操作而且有用時，他也將續使用這個系統。

The self-help service system is a technology which creates advanced relationship between enterprise and customers. This system is beneficial to both enterprises and customers because through using it, enterprise can boost their profits and customers can break the limit of time and space. In 7-11 self-help service system provides many convenient services and is very concentrated in TaiWan. This paper studies whether the utilization of self-help service system in 7-11 increases the customer stickiness, and whether it’s accepted by general customers and thus act as critical roles in Enterprise.
The purpose of this paper is to study the utilization of Ibon self-help service system in 7-11. Firstly it consolidated relevant domestic and international theory and achievements about subjective norm, self-efficiency, Perceived usefulness, Perceived ease of use and Behavioral intention. And then set up theoretical framework for this research.
The questionnaire objects are the customers of 7-11, and the survey period is from Mar1st to Mar15th 2014. 350 questionnaires were distributed to the participants and the collection rate of effective questionnaires is 86.57%. With these data, PASW statistics software is utilized to make statistics analysis, reliability analysis, variance analysis, Pearson analysis and regression analysis.
The result of this research shows that subjective norm does not have a positive influence on perceived ease of use but has positive influence on perceived usefulness. So even though Ibon is suggested by friends, it’s not recognized as easy to use but as useful to life. For most peoples, if they think the system is easy to operate, they will think it’s useful for them and will use it to deal with the things they need. When customers think this system is easy to use and helpful, they will continue to use this system.

摘要 I
ABSTRACT III
目錄 V
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 7-11 IBON自助服務系統 6
第二節 自助服務科技 (SELF-SERVICE TECHNOLOGY, SST) 14
第三節 科技接受模式 17
一、 TAM 17
二、 外生變數 21
三、 小結 24
第三章 研究方法 26
第一節 研究架構 26
第二節 變數的操作性定義 27
第三節 研究假說 29
第四節 問卷設計 30
第五節 資料分析方法 33
第四章 資料分析 35
第一節 樣本結構分析 35
第二節 信度分析 41
第三節 T檢定 42
第四節 變異數分析 43
第五節 卡方檢定 47
第六節 相關分析 49
第七節 迴歸分析 50
第五章 結論與建議 55
第一節 研究結論 55
第二節 研究建議 57
第三節 未來研究建議與研究限制 59
參考文獻 60
附件 66

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