| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系碩士在職專班 === 102 === 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.
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