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Title page for etd-0806110-145723


URN etd-0806110-145723 Statistics This thesis had been viewed 1921 times. Download 0 times.
Author Yi-chun Chen
Author's Email Address No Public.
Department Management Business Administration
Year 2009 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 137
Title THE MODERATING EFFECT OF PERCEIVED RISK ON CONSUMERS’ USE INTENTION OF KIOSK IN THE CONVENIENT STORE
Keyword
  • Technology Acceptance Model (TAM)
  • Convenient store (CVS)
  • Perceived risk
  • Kiosks
  • Kiosks
  • Perceived risk
  • Convenient store (CVS)
  • Technology Acceptance Model (TAM)
  • Abstract With an average of 2,500 people sharing one convenient store (CVS), the density of Taiwan’s convenient stores is ranked as the number one in the world (the Fair Trade Commission, 2009). The competition of this industry is becoming more and more intense. Kiosks, a typical kind of self-service technology, are strategically placed in shopping-malls and used to provide multimedia services through the Internet in order to improve the speeds of delivery, as well as productivity, and reduce costs to meet the service needs. The first three convenient stores in Taiwan to introduce kiosks after 2004 are Hi-Life’s Life-ET, 7-ELEVEN’s ibon, and FamilyMart’s FamiPort. This study adopts Technology Acceptance Model (TAM) (Davis et al., 1989; 1992) as the research framework to investigate consumers’ use intention of the kiosk in the CVS. In addition, the consumer’s perceived risk of using the kiosk in the CVS is also examined as a moderator to test its influence on the research model. The results indicate that the consumer’s perceived usefulness, perceived ease of use, and perceived enjoyment of the kiosk indeed have positive impacts on the consumer’s attitude toward using the kiosk in the CVS. In addition, the consumer’s perceived ease of using the kiosk in the CVS is found have positive impacts on both the consumer’s perceived usefulness and consumer’s perceived enjoyment of using the kiosk in the CVS. Finally, the consumer’s perceived risk exerts on moderating effect on two paths in the proposed research model. One is the relationship between the consumer’s perceived usefulness and his/her attitude toward using the kiosk in the CVS; the other is the relationship between the consumer’s perceived ease of use and his perceived enjoyment of the kiosk in the CVS. The findings of this study could enhance a better understanding of the consumer’s use intention of kiosks in the convenient stores in Taiwan.
    Advisor Committee
  • Mei-fang Chen - advisor
  • Na-ting Liu - co-chair
  • Pi-chuan Sun - co-chair
  • Files indicate not accessible
    Date of Defense 2010-06-07 Date of Submission 2010-08-18


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