| Summary: | 碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 91 === Because of the number of convenience stores in Taiwan is getting full and the changes of consumer’s shopping custom, convenience stores in Taiwan has to figure out some new ways to get more customers in recent years. 7-ELEVEN, for example, has already completed its own island-wide network system and uses it to provide diversified services like payment of any kind, on-line game, internet shopping, mail order, express delivery and so on.
In this report, I will focus on ATM machines in convenience stores and analysis the effect of this new product towards consumers. I sampled opinion among 552 people about this product. The sample area is bounded in Taipei city.
The result is as below：
1.Consumers who has used ATM machines in convenient stores：
According to factor analysis they use ATM machines in convenience stores, I firstly
separated them into 5 groups: for security, for novelty, for convenience, for efficiency,
and for custom. From these 5 groups, I used cluster analysis conglomerated them into
another 4 groups, they are: customers who are careful, who wants convenience, who
follow the brand, and who are conservative.
2.Consumers who has never used ATM machines in convenient stores：
According to factor analysis they haven’t considered to use ATM machines in convenience stores, they can be separated into: for privacy, for instancy, for information, for price, and for will. From these 5 groups, they can be separated into another 3 groups, they are consumers who follow the time, who follow their will, and who are very careful.
3.Make One-way ANOVA and mean analysis use of the new service type includes7items,the result of my research shows that consumers who have used ATM machines in convenient stores can highly accept this new product. And the averages of consumers who have used it and customers who have never used it are quite different.
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