A Study on the Behavioral Intention of Self - service Science and Technology in the Integration of Fictitious and Actual - Taking 7-11 ibon as an Example

• Main Authors: LI, YUN-YU, 李昀育
• Other Authors: HSIAO,CHUN-HUA
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/72824185784527731091

碩士 === 開南大學 === 商學院碩士班 === 105 === With the progress of technology, more and more people adopt self-service technology. Accordingly, 7-11 ibon living station (self-service machine station) has become the widely use of self-service technology product. While ibon has received the popularity among consumers, 7-11 also launched ibon App to provide consumers with better service. Although there are some studies to explore the utility onlinle-offline business model, there is no study applying the studies of onlinle-offline (or from the entity to the virtual) to self-service technology. To my knowledgy, this study is the first attempt to integrate self-service technology and online-offline study. Our attempt is to explore the influential factors of consumer continue to use ibon and download ibon App, as well as the impact of physical ibon experience on the use of virtual ibon (i.e., ibon App). This study focuses on the impact of virtual and reality integration on the behavioral intention of self-service technology (i.e., 7-11 ibon). The relationships of post-adoption factors (i.e., satisfaction and continuance intention) and their antecedents (i..e, between system quality (both phycial and virtual ibon), location convenience, and the mobility of ibon App) were examined. A total of 390 ibon users are recruited as the research object in a questionnaire survey. After analyzing the data with structural equation model (SEM), the empirical results are as follows. On the side of phycial ibon: system quality and location convenience have significant impact on satisfaction, which in turn, affects the contiuance usage of ibon; on the other side of virtual ibon: attitude has a significant effect on the willingness to use ibon App; ibon system quality and perceived mobility have significant impact on attitude. Furthermore, on the effect of offline to online, only system service quality has an effect on virtual ibon attitude. This study gives some suggestions on the aspects of management implications and future research.