The Effect of Consumers' Characteristics on Users' Willingness per Technology Acceptance Model -- The Case of Integrated Circuits Card in Convenience Stores.

• Main Authors: Hung Tuan Chu, 洪端鞠
• Other Authors: Lee Wen-Chich
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/04487043725817879871

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 99 === The convenience stores show high density in Taiwan, they can be easily found within a few steps distance. This shows such business is considerable. The integrated circuits card issued by convenience stores is IC prepaid card used in dominant channels. Its consumption discounts on popular and new products could increase customers' usage and loyalty. Besides, the card collection can also create topics and thereby increase revenue. According to Technology Acceptance Model modified by Davis (1989) et al, this research aims to study the issues "When will consumers use their IC cards?" What are comments after their use?" and "Will their usage characteristics cause different willing?" Furthermore, the research also uses consumer behavior of IC cards to generalize IC card users' consumers' characteristics, demands and usage status? The questionnaire surveys are distributed to experienced IC card consumers in the convenience stores of Kaohsiung traffic hubs by convenience sampling. There are 437 collected questionnaires in total 500 distributed ones, namely response rate 87.4%. After 41 invalid questionnaires are excluded, there are 396 valid ones, namely 79.2% valid sample rate. The research results are found by the descriptive statistics, reliability, T-test, ANOVA, correlation and regression analyses: 1. There is significant difference between consumers' characteristics and utilitarian susceptibility of IC card usage. 2. There is significant difference between consumers' characteristics and ease of use during IC card usage. 3. There is significant difference between consumers' ease of use and utilitarian susceptibility of IC card usage. 4. There is significant difference between consumers' utilitarian susceptibility and behavior intention of IC card usage. 5. There is significant difference between consumers' ease of use and behavior intention of IC card usage. 6. There is significant difference between consumers' behavior intention and behavior of IC card usage.