臺灣博碩士論文加值系統

本研究探討科技準備(Technology Readiness, TR)的角色於多媒體機(Multi Media Kiosk, MMK)的消費者採用。本研究目標有四：(1) 找出是否更高的科技準備則有正向影響於自助式科技服務(Self-Service Technology, SST)的採用。(2) 了解是否科技準備模型和科技接受與使用之統一理論(Unified Theory of Acceptance and Use of Technology, UTAUT)之間存在任何關係。(3) 藉由科技準備度與科技準備模型和科技接受與使用之統一理論以創造一個新且合適之自助式科技服務採用模型以解釋消費者採用一項新自助式服務科技之前的心理情形。(4) 試驗是否科技接受與使用之統一理論適用於解釋消費者自助式科技服務使用行為的一般行為。
研究結果顯示，使用者的科技準備度和績效期望、努力期望、社會影響和促進條件相對於非使用者是較高的。並且科技準備度扮演直接影響消費者的績效期望、努力期望、社會影響和促進條件的消費者知覺，以及影響消費者的使用行為。本研究建議MMK管理者可從行銷方法和機器或軟體設計上，增加消費者使用MMK的實用性以及降低使用MMK的複雜度及障礙，並且透過社群互動和廣告宣傳帶動風潮，並且建立消費者使用MMK的知識和支援管道，藉以增加MMK的使用(率)。若管理者欲提高使用人次，可針對科技準備度較低的人學習如何設計、激勵及談論MMK自助式服務科技，以增加其使用(率)。

This research explores the role of technology readiness (TR) on customers’ adoption of multi media kiosk (MMK). The research goal is to create an SST adoption model, based on the Unified Theory of Acceptance and Use of Technology Model and the technology readiness concept.
The results suggest that TR, performance expectancy, effort expectancy, social influence, and facilitating conditions are higher among users as opposed to non-users of SST. In addition, TR affected the consumers’ perception of performance expectancy, effort expectancy, social influence, and facilitating conditions, and impacts customers’ use behavior directly. Therefore, we provide the following suggestions for the management of MMK: to increase the practicability of using MMK and reduce the complexity and obstacle of using MMK. To increase the popularity of MMK through effective use of social and on the interaction of marketing communication channels. To build up the relevant knowledge and supportive channels of using MMK to increase the percentage of usage. Consumers with low TR can be taught how to design, inspire themselves and discuss about self-service technology to increase the percentage of usage.

Chinese Abstract................................i
English Abstract................................ii
Acknowledgement.................................iv
Table of Contents...............................vi
List of Tables..................................viii
List of Figures.................................ix
Chapter 1 Introduction.......................1
1.1 7-Eleven in Taiwan..........................1
1.2 FamilyMart in Taiwan........................3
1.3 Hi-Life in Taiwan...........................4
1.4 Multi Media Kiosk (MMK).....................5
1.5 Research Objectives.........................6
1.6 Research Questions..........................6
Chapter 2 Literature Review..................7
2.1 Theory of Reasoned Action (TRA).............7
2.2 Technology Acceptance Model (TAM)...........9
2.3 Motivational Model (MM).....................11
2.4 Theory of Planned Behavior (TPB)............13
2.5 Combined TAM and TPB (C-TAM-TPB)............17
2.6 Model of PC Utilization (MPCU)..............18
2.7 Innovation Diffusion Theory (IDT)...........20
2.8 Social Cognitive Theory (SCT)...............22
2.9 Unified Theory of Acceptance and Use of Technology (UTAUT).........................................25
2.10 Technology Readiness (TR)..................28
2.11 Individual Differences in Technology Use...31
Chapter 3 Research Design....................32
3.1 Research Framework..........................32
3.2 Hypotheses Development......................33
3.3 Operational Definition and Questionnaire
Design..........................................41
3.4 Data Collection.............................42
3.5 Data Analysis Methods.......................43
3.5.1 Descriptive Statistic Analysis............43
3.5.2 Reliability Analysis......................44
3.5.3 Principle Factor Analysis.................44
3.5.4 An Analysis of Variance (ANOVA)...........44
3.5.5 Correlation Analysis......................45
3.5.6 Regression Analysis.......................45
3.6 Pretest.....................................46
Chapter 4 Results and Discussion.............47
4.1 Sample Description..........................47
4.2 Reliability and Validity Analysis...........48
4.2.1 Examination Result of Reliability
Analysis........................................48
4.2.2 Examination Result of Validity Analysis...49
4.3 Average Differences between user and
non-user........................................51
4.4 Correlation Analysis of Constructs..........51
4.5 Hypothesis Test.............................52
4.5.1 The impacts of TR on consumers’
perceptions.....................................52
4.5.2 The impacts of consumers’ perceptions and TR on behavioral intention............................54
4.5.3 The impacts of consumers’ perceptions, TR, and behavioral intention on use behavior, and the moderating effect of TR....................................55
4.6 Mediating Effect............................58
4.6.1 The mediation of TR towards use behavior..59
4.6.2 The mediation of consumers’ perceptions toward use behavior........................................61
Chapter 5 Conclusion.........................64
5.1 Summary of the Finding......................64
5.2 Management Implication......................67
5.3 Limitation and Direction for Future
Research........................................68
Reference .......................................69
Chinese Reference...............................69
English Reference...............................69
Appendix A......................................75
Appendix B......................................78

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