台灣連鎖便利商店(Convenience Store, CVS)發展至今，已屬於成熟的寡占型產業，預估每年國內市場規模約新台幣2,000 億元，而平均每2,700 人就有一家便利商店的鋪店密度堪稱全球之冠。因為市場趨於飽和，國內四大便利商店系統(7-ELEVEN，全家，萊爾富與OK 便利店)，競爭策略已由快速展店轉向為差異化策略，各大業者莫不追求新產品與創新服務的差異化以和競爭者有所區隔。研究顯示，便利商店業者在代收服務等手續費的收入已遠超過於零售業務。而近期多媒體資訊站(Multi-Media Kiosk, MMK)的興起，將更加白熱化便利商店業者的行銷創意競爭。
本研究以消費者對便利商店內多媒體資訊站之使用意願為主軸，採用科技接受度模型為主要架構來解釋消費者採用自助服務科技的行為傾向。關於個體對系統產出的知覺品質、價格與價值的認知因素也納入模型考量，以提供行銷人員更全面的觀點來解釋影響消費者使用意願的因素，計有知覺價格、知覺品質、認知有用性、認知易用性、使用態度與使用意願等六個構面。最後，以台灣消費者而言，多媒體資訊站的使用者必須摒除對機器的不信任或不適應感，並擁有自行操作機台以完成其所需服務的信心，在這樣的使用情境之下，本研究導入認知風險以及科技準備度這兩個構面，來討論個體差異在本研究議題上的影響程度。本研究針對台灣的消費者進行問卷調查，於交通樞紐以及大學校園週邊的便利商店外採便利抽樣，樣本經統計分析之後的主要研究結論如下：
一、消費者對於產品資訊的瞭解程度在本研究構面間均呈現顯著差異。
二、消費者個人使用頻率高低在本研究構面間的差異並不顯著。
三、消費者個人認知風險在本研究構面間均呈現顯著差異。
四、消費者個人科技準備度在本研究構面間均呈現顯著差異。
五、本研究架構解釋消費者對於多媒體資訊站之行為意圖的配適度良好。
總而言之，本研究整合科技接受模型以及行銷人員最感興趣的價格與品質構面，而分析結果顯示本研究架構的配適度良好，可提供業者或後續研究者作為策略發展或深入研究的參考依據。而產品資訊的取得與個人認知風險以及科技準備度高低對本研究架構具有顯著的影響力，表示消費者的個人差異對於多媒體資訊站的接受度有顯著的影響。因此，本研究亦針對國內消費者認知風險高低與科技準備度族群的分類依據，對於行銷人員以及後續研究都具有重要的參考價值。

The lifespan of convenience store in Taiwan has entered in the maturity stage, which forms the pattern of oligopoly industry. After the intense competition and merger events, the survivors turn out to be 7-ELEVEN, FamilyMart, Hi-Life and OK, which four systems dominant the industry and share the market size about NT$200 billion each year.The density of convenience store in Taiwan has reached a higher level in the world relatively, that lowers the expanding rate and brings the need of differentiation strategies to tell them apart from each other. At this moment, the introduction of multi-media kiosk implies the opportunity to provide more goods and innovative services in a tiny space. The multi-media kiosk is regarded as an integrated platform of information services, and thought to bring about another server marketing competition.
The concept of this research bases on the technology acceptance model, (Davis et. al,1989) and assumes that perceived price and quality act as the external variables. The purpose of this research is to construct a general framework about the factors contribute to the behavior intention toward the multi-media kiosk. Besides, studying the interaction between these factors and the individual differences such as perceived risk and technology readiness is another cutting-point to understand the customer needs and wants toward using the multi-media kiosk in convenience store. The conclusions of this
research are as follows:
 Different understanding levels of product information has significant
differences among these research factors
 Different using frequencies of former experience has no significant differences
among these research factors
 Different perceived risk levels of individuals has significant differences among
these research factors
 Different groups of technology readiness has significant differences among
these research factors
 Constructed framework of this study fits the research topic and it is suitable to
explain and evaluate the behavior intention of customers when using the
multi-media kiosk in convenience store

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二、網路資料來源
7-ELEVEN網站：http://www.7-11.com.tw
IT IS智網：http://www.itis.org.tw/index.jsp
OK便利商店網站：http://www.okmart.com.tw
WIKIPEDIA維基百科：http://www.wikipedia.org/
全家便利商店網站：http://www.family.com.tw/marketing
資策會FIND網站：http://www.find.org.tw/find/home.aspx
經濟部統計處：http://2k3dmz2.moea.gov.tw/gnweb
萊爾富便利商店網站：http://www.hilife.com.tw

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