| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 97 === Abstract
The self-service refuels is one kind of innovation service for the Taiwan’s gas station market. The purpose of this research is to find out how customers cognize self-service refuels of innovation and their acceptance for using it and how to determine the location selections of self-service refuels among existing gas station without self-service refuels.
This research using Davis’s Technology Acceptance Model (TAM) to probe customer behavior acceptance degree of self-service refuels to investigate 11 CPC (Chinese Petroleum Corporation Taiwan) gas stations in Taichung, which already started the implementation of credit card self-service refuel. Also utilizing Saaty’s ANP (Analytic Network Process) to evaluation and choice the location of self-service refuel stations.
This research has empirically found results: First, the SEM (Structural Equation Model) analysis shows that easy using (perceived ease of use) is the main factor for using self-service refuel, which means the easy using toward self-service refuel influence significantly the customer’ usability (perceived usefulness), attitude, intention and acceptance for using self-service refuel. Second, on the evaluation of locations for CPC in the Taichung area, based on the pump island number and the customer swipe card rate, stations in the urban district and those in the mid-north region received a higher score. Thus when making the choice of self-service refuel stations, it still should considered by the original gas station pump island number, the higher customer swipe card rate, and the geographical locations in the mid-north or urban districts as the primarily factors. In the South-north region, the urban district and the cities area gas stations still exists differences for evaluation.
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