Applying the UTAUT to Explore Consumer''s Intention to use the Multiple Media Kiosk at Convenience Stores

• Main Authors: Wei-Tai Kuo, 郭威德
• Other Authors: 王居卿
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/44304615656885950722

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 97 === The convenience store (CVS) has already become a very closed part of daily life in Taiwan. The business model of CVS, vast spots, multiple kinds of service and 24 hours operation, was satisfied with consumers'' convenient need. In the past, most revenue is from the sale of food and shelve goods. Furthermore, the CVS increase the sale weight of fictitious goods and value-added service gradually in recent years. Those sale of goods and services are the important profit sources. The CVS''s companies adopt Multiple Media Kiosk(MMK) to their service for expanding “second floor” sales against competitors. It’s important to create the difference of the products with the competitive advantage in this keen competition. Understaning the attitude of consumers'' acceptance toward Self-Service Technologies will be the key for the CVS''s companies creating competitive advantage to success. This research applys Unified Theory of Acceptance and Use of Technology(UTAUT)as the basic foundations to explore the intention of using Multiple Media Kiosk at convenience stores. Some major findings of this study as below： 1.Performance expectancy, effort expectancy and social influence all have significant influence on behavioral intention. Social influence influences the most, and effort expectancy is the second large influential factor. 2.Gender does not moderate the impact of performance expectancy, effort expectancy and social influence on behavioral intention. 3.Age moderate the impact of performance expectancy, effort expectancy and social influence on behavioral intention. 4.Degree of education moderate the impact of performance expectancy, effort expectancy and social influence on behavioral intention.