7-ELEVEN便利商店之ibon魅力因子屬性探討

研究生：陳怡蓁 指導教授：陳俊智

國立高雄師範大學工業設計學系
摘要
面對全球自我服務的趨勢，便利商店豐富、多元的通路變革，突破人力服務的侷限性，台灣的便利商店成為世界密度最高的便利商店，不但顛覆了我們對便利商店的認知，如何能增加便利商店多媒體資訊站的滿意度，以7-ELEVEN之ibon為例，進而提升便利商店成功的要素。本研究旨在探討消費者對於7-ELEVEN便利商店之ibon的評價與滿意度，釐清影響消費者ibon滿意評價之重要魅力屬性。藉由二維尺度概念之Kano品質模式的應用，探討消費者魅力屬性評價與滿意度之間的不同品質關係。研究歸納出消費者對於7-ELEVEN便利商店之ibon之評價因子，包括：便利性、易用性、即效性、創新性、廣告效果、貼心的與附加價值等構面，且各因子構面對於滿意度評價具備了不同程度的影響力。同時，在Kano品質分類的結果，並將屬性項目可歸類為不同之品質分類：魅力的、一元的、必要的、無差異等品質類別，說明各魅力屬性項目與滿意度之間確實存在不同線性與非線性之Kano 品質分類之關係，藉由Kano 品質概念可釐清消費者對於ibon之品質需求差異，提供定位、魅力屬性項目取捨間之參考，有效提升消費者的滿意度；最後，藉由不同高低涉入度分析，探討其所屬滿意之相關性，歸納出影響消費者7-ELEVEN便利商店之ibon滿意的重要魅力評價屬性，以為後續研究者之參考。


關鍵字：消費者滿意度、便利商店、Kano 品質模式、ibon

Exploring the attractive attributes of ibon for 7-ELEVEN convenient store.

Graduate：Chen ,Yi-chen Advisors：Dr. Chen, Chun-chin

Department of Industrial Design
National Kaohsiung Normal University
ABSTRACT
Facing the self-service trend around the globe, more and more convenience stores, the reforms of multiple channels, and the breakthrough of the limit of human service, the density of the convenience stores in Taiwan become the highest in the would. This does not only subvert our cognition to the convenience stores, but also compels us to think how to enhance the satisfaction of the multimedia information platform, along with the example of i-bon in 7-Eleven convenience stores. The purpose of the convenience stores is to explore customers’ evaluation and satisfaction of i-bon offered by the 7-Eleven convenience stores, and to tear apart the significant attractive attributes that determine their satisfactory evaluation toward i-bon. Through the application of the two-dimensional scale of Kano quality model, the thesis examines the relationships of different qualities between customers’ attractive attribute of evaluation and satisfaction. The thesis induces the customers’ evaluation factor of i-bon: convenience, utility, efficiency, innovation, advertisement effects, considerate added values, etc. Also, the factor’s dimension to satisfaction has different degrees of impact. Meanwhile, as the results of Kano quality classification suggest, the attribute items can be classified into different qualities: attractive, one-dimensional, must-be, and indifferent. This explains that there is a Kano quality classification relationship of the different linearity and non-linearity between the attractive attributes and satisfaction. Through Kano model, it can clarify customers’ differences of quality needs about i-bon, and provides a reference about the position and the attractive attribute, which effectively enhance customers’ satisfaction. Last, according to the different degrees of involvement, the thesis explores their correlations of the satisfaction, and induces the significant attributes of attractive evaluation of i-bon in order to offer a reference for the researchers to come.

Keywords: customer’s satisfaction, convenience store, Kano model, i-bon

目 錄

誌謝 ------------------------------------------------------------------------------------------ i
中文摘要 ------------------------------------------------------------------------------------------ ii
英文摘要 ------------------------------------------------------------------------------------------ Iii
目錄 ------------------------------------------------------------------------------------------ v
表目錄 ------------------------------------------------------------------------------------------ vii
圖目錄 ------------------------------------------------------------------------------------------ ix
一、 緒論 --------------------------------------------------------------------------------- 1
1.1 研究背景與動機 -------------------------------------------------------------- 1
1.2 研究目的與問題 -------------------------------------------------------------- 3
1.3 研究限制與範圍 -------------------------------------------------------------- 3
1.4 研究流程與架構 ---------------------------------------------------------------- 4
二、 文獻探討 ------------------------------------------------------------------------- 5
2.1 自我服務科技-------------------------------------------------------------------- 5
2.2 Kiosk -------------------------------------------------------------------------------- 7
2.3 相關性研究文獻---------------------------------------------------------------- 9
2.4 服務設計與體驗---------------------------------------------------------------- 12
2.4.1 服務的發展-------------------------------------------------------- 12
2.4.2 服務的定義與特性------------------------------------------------------------- 12
2.4.3 服務設計--------------------------------------------------------------------------- 15
2.4.4 服務體驗--------------------------------------------------------------------------- 17
2.5 魅力工學和評價構造法--------------------------------------------------- 21
2.6 Kano二維品質模式------------------------------------------------------------ 23
2.6.1 雙因子理論----------------------------------------------------------------------- 23
2.6.2 Kano品質模型概念---------------------------------------------------------- 23
2.6.3 Kano Model二維模式--------------------------------------------------------- 25
2.6.4 Kano品質屬性判定------------------------------------------------------------ 26
2.7 7-ELEVEN便利商店概況和ibon便利生活站---------------------- 30
2.7.1 7-ELEVEN便利商店-------------------------------------------------------------------- 30
2.7.2 ibon便利生活站功能說明-------------------------------------------------- 34
三、 研究方法與步驟---------------------------------------------------------------- 37
3.1 研究流程與架構 ---------------------------------------------------------------- 37
3.2 前測「內容分析法」 ----------------------------------------------------------- 38
3.3 實驗問卷樣本--------------------------------------------------------- 41
四、 實驗結果分析與討論---------------------------------------------------- 44
4.1 內容分析法分析結果------------------------------------------------ 44
4.2 問卷樣本基本資料分析結果---------------------------------------------------------------- 46
4.3 整體屬性評價結果---------------------------------------------------------------- 49
4.3.1 整體評價因子分析---------------------------------------------------------------- 49
4.3.2 屬性評價與滿意度關係----------------------------------------------------- 54
4.3.3 屬性與Kano品質判定------------------------------------------------ 59
4.3.4 Kano線性迴歸與一般線性迴歸比較-------------------------------------- 62
4.4.1 不同高低涉入度評價結果比較-------------------------------------------------- 65
4.4.2 不同高低涉入度差異性比較------------------------------------------------- 67
4.4.3 高涉入度----------------------------------------------------- 71
4.4.4 低涉入度----------------------------------------------------- 79
4.5 比較分析結果----------------------------------------------------- 88
五、 結論與建議---------------------------------------------------- 91
5.1 結論-------------------------------------------------------------- 91
5.2 後續研究之建議--------------------------------------------------------- 93
參考文獻 ------------------------------------------------------------------------------------------ 94
附錄一 ------------------------------------------------------------------------------------------ 104
簡歷
------------------------------------------------------------------------------------------ 108


表 目 錄
表1-1台灣便利商店的總數及市占率------------------------------ 1
表2-1 Kiosk的發展及演進---------------------------------------- 7
表2-2相關性研究文獻------------------------------------------- 9
表2-3服務之基本特性-------------------------------------------- 13
表2-4 Kano品質模型的五種屬性與其定義------------------------ 26
表2-5品質屬性判定的決策矩陣---------------------------------- 27
表2-6迴歸係數顯著性與品質屬性的關係------------------------- 28
表2-7便利商店定義---------------------------------------------- 30
表2-8 ibon便利生活站------------------------------------------- 34
表3-1訪問結果彙整表-------------------------------------------- 39
表3-2樣本回收情形---------------------------------------------- 41
表4-1內容分析彙整表-------------------------------------------- 44
表4-2 ibon涉入度評價結果-------------------------------------------- 47
表4-3 KMO與Bartlett檢定--------------------------------------- 50
表4-4整體轉軸後之因素組成摘要表------------------------------ 52
表 4-5 整體因子得分與滿意度之複迴歸分析表-------------------------- 54
表4-6便利性因子與滿意度之迴歸分析表------------------------ 55
表4-7易用性因子與滿意度之迴歸分析表------------------------- 55
表4-8即效性因子與滿意度之迴歸分析表------------------------- 56
表4-9創新性因子與滿意度之迴歸分析表------------------------- 56
表4-10廣告效果因子與滿意度之迴歸分析表---------------------- 56
表4-11貼心的因子與滿意度之迴歸分析表------------------------ 57
表4-12附加價值因子與滿意度之迴歸分析表--------------------- 57
表4-13整體因子得分與滿意度之迴歸分析結果表----------------- 58
表4-14 Kano線性迴歸分析方法----------------------------------- 59
表4-15 Kano線性迴歸與一般迴歸比較結果----------------------- 63
表4-16集群分析圖表--------------------------------------------- 66
表4-17評價項目主要效果分析摘要表---------------------------- 67
表4-18高低涉入度之平均數與顯著性差異---------------------------- 69
表 4-19高涉入族群轉軸後之因素組成摘要表---------------------------- 73
表4-20廣告效果因子與滿意度之迴歸分析表--------------------- 75
表4-21便利性因子與滿意度之迴歸分析表------------------------ 75
表4-22即效性因子與滿意度之迴歸分析表------------------------ 75
表4-23易用性因子與滿意度之迴歸分析表------------------------ 76
表4-24使用流程因子與滿意度之迴歸分析表--------------------- 76
表4-25附加價值因子與滿意度之迴歸分析表--------------------- 76
表4-26創新性因子與滿意度之迴歸分析表------------------------ 77
表4-27新奇感因子與滿意度之迴歸分析表------------------------ 77
表 4-28高涉入族群因子得分與滿意度之迴歸分析結果表---------------- 78
表 4-29低涉入族群轉軸後之因素組成摘要表---------------------------- 81
表4-30創新性因子與滿意度之迴歸分析表------------------------ 84
表4-31便利性因子與滿意度之迴歸分析表------------------------ 84
表4-32易用性因子與滿意度之迴歸分析表------------------------ 84
表4-33即效性因子與滿意度之迴歸分析表------------------------ 85
表4-34附加價值因子與滿意度之迴歸分析表--------------------- 85
表4-35高知名度因子與滿意度之迴歸分析表--------------------- 85
表4-36多元的因子與滿意度之迴歸分析表----------------------- 86
表4-37品質服務一致因子與滿意度之迴歸分析------------------- 86
表4-38廣告效果因子與滿意度之迴歸分析表--------------------- 86
表 4-39低涉入族群因子得分與滿意度之迴歸分析結果表---------------- 87
表 4-40比較分析彙整表------------------------------------------------- 89


圖 目 錄
圖1-1研究流程架構圖-------------------------------------------- 4
圖2-1 Kiosk雜貨舖示意圖---------------------------------------- 7
圖2-2互動式Kiosk示意圖---------------------------------------- 7
圖2-3服務介面-------------------------------------------------- 17
圖2-4服務體驗分析圖-------------------------------------------- 20
圖2-5 Ｋano品質模型的概念圖---------------------------------- 25
圖2-6 7-ELEVEN標誌--------------------------------------------- 31
圖2-7 7-ELEVEN便利商店示意圖---------------------------------- 31
圖2-8 7-ELEVEN店數成長圖-------------------------------------- 31
圖2-9 7-ELEVEN營業額成長圖------------------------------------ 32
圖2-10 7-ELEVEN ibon示意圖------------------------------------- 33
圖2-11 7-ELEVEN ibon情境圖------------------------------------- 33
圖3-1實驗研究流程規劃----------------------------------------- 37

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8. CH Lovelock, J Wirtz, D Lapert, A Munos(2004). Marketing des services.
9. Moritz, Stefan.(2005).Servicr Design, practical access to an evolving field.
10. Otto, J. E., &; Ritchie, J. R. B. (1995). Exploring the quality of the service experience: a theoretical and empirical analysis. In D. Bowen, T. Swartz, &; S. Brown (Eds.), Advances in services marketing and management: Research and practice (2nd ed). Greenwich, CT: JAI Press.
11. PS Busch, MJ Houston（1985）.Marketing: strategic foundations. RD Irwin.
12. Pine II, B. J., &; Gilmore J. H. (1999). The experience economy: Work is theatre &; every business a　stage. Boston, MA: Harvard Business School Press.
13. Xie, L., Shen, W., &; Zheng, Y. (2011). Examining the effect of service experiences on the attitude towards and intention on using self-service technology. Computer Science and Service System, 2233-2240.
14. Zeithaml V. A.(1981). How Consumer Evaluation Process Differ Between Goods　and Service. In Marketing of Services, in James H. Donnelly and William R.　George. Chicago: American Marketing Association.

c.專題研討會論文：
1. 唐硯漁、陳俊智、李添壽（2013）。探討7-ELEVEN ibon便利生活站之魅力因子。陳俊智（主持人），2013文化創意產業論壇暨學術研討會，國立高雄師範大學。
2. Liu, J., &; Liu, J. (2008). An empirical study on the relationship between service encounter, customer experience and repeat patronage intention in hotel industry. In: The 4th Wireless Communications, Networking and Mobile Computing Conference, Dalian, China.

d.學位論文：
1. 王婷婷（2011）。便利商店多媒體資訊站服務價值與風險之研究-以ibon為例，國立臺北大學企業管理學系研究所碩士論文。
2. 吳昆家（2004）。產品感性意象的品質模型初探-以手機為例。交通大學應用藝術研究所碩士論文。
3. 馬敏元、曾麗丹（2007）。台灣地方文化創意產業魅力評價－以宜蘭童玩節為例，中華民國設計學會第12 屆研討會論文集－前瞻設計：科技與人文的整合 (光碟版論文集)，No. 268，pp. 6。
4. 張世勳（2009）。影響消費者對自助服務科技接受度之研究-以連鎖便利商店內多媒體資訊站為例，成功大學企業管理研究所碩士論文。
5. 張彥輝（2009）。商業技術的突破性創新—以臺灣連鎖便利商店為例，雲林科技大學企業管理系博士論文。
6. 溫政一（2013）。應用創新服務設計於城市意象之建構 - 以高雄市藝文場域為例，高雄師範大學工業設計研究所碩士論文。
7. 葉明東（2008）。服務設計-瓜地馬拉市公共汽車系統。清華大學科技管理研究所碩士論文，未出版，新竹。
8. 廖敏伶（2011）。多媒體機介面使用性之研究-以統一超商ibon 生活便利站為例，雲科大視覺傳達設計系研究所碩士論文。
9. 蔡宜恬（2008）。古坑咖啡文化創意產業之魅力因子，雲科大工業設計系研究所碩士論文。
9. 賴燊標（2007）。自助服務技術(SSTs)使用者接受度之研究—以航空公司報到自助服務櫃台為例。台灣科技大學企業管理系研究所碩士論文。
10. Bateson, J. (1997).Do We Need Service Marketing. In Marketing Service: New　Insights. in P. Eiglier, E. Langeard, C. Lovelock and J. Bateson, Cambridge:Marketing Science Institute.
11. Evenson, S. (2006). Theory and Method for Experience Centered Design. Pittsburg: Carnegie Mellon University.
12. Meuter, M.L., and Bitner, M.J. (1998), “Self-service Technologies: Extending Service Frameworks and Identifying Issues For Research.” American Marketing Association.Conference Proceedings; 1998; 9, Winter, pp.12-19.
13. Ujigawa, M. (2000). The evolution of preference-based design, Research and Development Institute.

e.研究報告：
1. 馬敏元、洪嘉永、曾麗丹，2005。台灣地方文化創意產業魅力評價研究－以觀光節產業為例。行政院國家科學委員會補助專題研究計畫成果報告。

f.網路等電子化資料：
1. 7-ELEVEN網站(http://www.7-11.com.tw)。
2. 便利商店的定義(http://www.allergen.com.tw/convenience_store.php)。
3. Whither services marketing? In search of a new paradigm and fresh perspectives(http://jsr.sagepub.com/content/7/1/20.short)。
4. Kiosk雜貨舖示意圖(http://pl.wikipedia.org/wiki/Kiosk_(architektura))。
5. Services Marketing ( http://www.gremler.net/personal/research/Textbook_Flier_6th_Edition.pdf)
6. live|work. "Service Thinking".
( http://www.livework.co.uk/articles/service-thinking)
7. wikipedia：Service design ( http://en.wikipedia.org/wiki/Service_design)
8. Hollins, Bill. “Service Design”. (http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/Service-design-by-Bill-Hollins/).