| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === The lifespan of convenience store in Taiwan has entered in the maturity stage, which forms the pattern of oligopoly industry. After the intense competition and merger events, the survivors turn out to be 7-ELEVEN, FamilyMart, Hi-Life and OK, which four systems dominant the industry and share the market size about NT$200 billion each year.The density of convenience store in Taiwan has reached a higher level in the world relatively, that lowers the expanding rate and brings the need of differentiation strategies to tell them apart from each other. At this moment, the introduction of multi-media kiosk implies the opportunity to provide more goods and innovative services in a tiny space. The multi-media kiosk is regarded as an integrated platform of information services, and thought to bring about another server marketing competition.
The concept of this research bases on the technology acceptance model, (Davis et. al,1989) and assumes that perceived price and quality act as the external variables. The purpose of this research is to construct a general framework about the factors contribute to the behavior intention toward the multi-media kiosk. Besides, studying the interaction between these factors and the individual differences such as perceived risk and technology readiness is another cutting-point to understand the customer needs and wants toward using the multi-media kiosk in convenience store. The conclusions of this
research are as follows:
�� Different understanding levels of product information has significant
differences among these research factors
�� Different using frequencies of former experience has no significant differences
among these research factors
�� Different perceived risk levels of individuals has significant differences among
these research factors
�� Different groups of technology readiness has significant differences among
these research factors
�� Constructed framework of this study fits the research topic and it is suitable to
explain and evaluate the behavior intention of customers when using the
multi-media kiosk in convenience store
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