| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 103 === There are few previous studies that explored the self-service of multimedia machine in the convenience store. Therefore, we examine the factors that affecting consumers to use multimedia machines in the convenience store. Moreover, 711 is the largest convenience store in the domestic market, so we select 711 as the research object. We hope to be able to provide industry and academia to do different angle reference.
In this research, a total of 133 questionnaires were distributed, and the survey samples were mainly college students in Taipei. The methodologies of this research were descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis, cluster analysis and linear regression analysis. The results reveal that exploratory acquisition of products (EAP) and exploratory information seeking (EIS) are partial significant influence on the users’ intention in different clusters. Finally, this research is helpful for the development of academic theory and the applications for managerial.
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