| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === The development of the convenience stores in Taiwan has turned to a competitive white hot. Each store tries its best to create more added value under the same base to show the differences of the competitive advantages. The raising of the recent multi-media kiosk can explain this kind of phenomenon. To take ibon service platform for example, the research is in view of analyzing 7-11, the biggest convenience chain store in Taiwan , which offers ibon service to the consumers. In order to find out if the consumers are willing to use or understand ibon service on both values and risks while operating. The research is based on consumer perceived value of Zeithaml(1988) and consumer perceived risk of Bauer(1960). As the result, the consumers show positive to ibon service on the content of perceived value and intention of using it. On the contrary, the consumers show negative on the content of perceived risk and intention of using it. The finding is telling the enterprisers to strengthen perceived value of ibon service in order to simplify the operation process of its usage. To make it earlier using ibon is to increase their turnovers.
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