-
ibon
An Empirical Study on the Use Intention of
Self-Service Technology-A case of the ibon
106 - - -( ) … … 2019 6
ibon
Davis (TAM) Taylor & Todd
(DTPB) 300 265 7 258 86% TAM DTPB SPSS t 1. TAM 2. TAM 3. 4. TAM DTPB ibon
ABSTRACT
The purpose of the study is to explore the views of people who have used ibon on the use self-service technology in convenience stores and focus on customers’ intention of using self-service technology in convenience stores. The study combines the technology acceptance model, decomposed theory of planned behavior as the main basic architecture. We want to explain how the intention of customers to adopt self-service technology. The study questionnaires were distributed to 300 paper questionnaires. The overall returned samples were 265, effective questionnaire 258 copies, effective response rate were 86%. According to the results of the study and provide the suggestion of the customers use self-service technology for reference.
The study tries to explain the external variables of the TAM model with technological readiness and network experience, and add the DTPB model to provide Entrepreneur with a more comprehensive perspective on the customers use self-service technology. The dimensions include technology readiness, web experience, perceived ease of use, perceived usefulness, attitude toward using, self-efficacy, facilitating conditions, perceived behavioral control, behavioral intention. The data collected from the investigation, is examined by independent sample t, analysis of one-way ANOVA, correlation analysis, factor analysis, multiple regression, hierarchical regression. The study finds:
1. Technological readiness partially mediates the effects between technology acceptance model.
2. Web experience partially mediates the effects between technology acceptance model.
3. There is a positive impacts on the dimensions and the dimensions. 4. The examination of model fit appears highly acceptable.
Keywords: Technology Acceptance Model Decomposed Theory of Planned Behavior Self-Service Technology, ibon
...I ... II ... III ABSTRACT ... IV ... V ... VIII ... IX ... 1 1.1 ... 1 1.2 ... 3 1.3 ... 5 1.4 ... 6 1.5 ... 7 ... 8 2.1 ... 8 2.1.1 Kiosk ... 8 2.1.2 Kiosk ... 9 2.1.3 Kiosk ... 10 2.1.4 7-ELEVEn ibon ... 10 2.2 ... 12 2.2.1 ... 12 2.3 ... 17
2.4 ... 20 2.5 ... 21 2.6 ... 25 2.7 TAM DTPB ... 29 ... 30 3.1 ... 30 3.2 ... 31 3.3 ... 36 3.4 ... 40 3.5 ... 41 ... 44 4.1 ... 44 4.2 ... 46 4.2.1 ... 46 4.2.2 ... 47 4.3 ... 50 4.3.1 ... 50 4.3.2 ... 51 4.3.3 ... 52 4.3.4 ... 52 4.3.5 ... 53 4.3.6 ... 53 4.3.7 ... 54 4.3.8 ... 55 4.3.9 ... 55
4.4 ... 56 4.4.1 t ( ) ... 56 4.4.2 ( ) ... 61 4.5 ... 70 4.6 ... 71 4.6.1 ... 71 4.6.2 ... 72 4.6.3 ... 74 4.7 ... 76 4.7.1 ... 76 4.7.2 ... 82 4.8 ... 89 ... 90 5.1 ... 90 5.2 ... 93 5.3 ... 95 5.3.1 ... 95 5.3.2 ... 99 ... 101 ... 108
1-1 ... 6 2-1 ... 13 2-2 ... 17 2-3 ... 20 2-4 ... 21 2-5 ... 28 3-1 ... 30 3-2 ... 31 3-3 ... 32 4-1 ... 73
2-1 Kiosk ... 10 2-2 ... 10 2-3 -ibon ... 11 2-4 ... 14 2-5 ... 16 2-6 ... 23 2-7 ... 26 2-8 ... 26 3-1 ... 36 3-2 ... 42 4-1 ... 45 4-2 ... 48 4-3 ... 50 4-4 ... 51 4-5 ... 52 4-6 ... 53 4-7 ... 53 4-8 ... 53 4-9 ... 54 4-10 ... 55 4-11 ... 55 4-12 t ... 57 4-13 t ... 57
4-14 ... 61 4-15 ... 63 4-16 ... 65 4-17 ... 67 4-18 ... 70 4-19 ... 71 4-20 ... 72 4-21 ... 74 4-22 ... 77 4-23 ... 77 4-24 ... 78 4-25 ... 78 4-26 ... 79 4-27 ... 79 4-28 ... 80 4-29 ... 80 4-30 ... 81 4-31 ... 81 4-32 ... 83 4-33 ... 84 4-34 ... 85 4-35 ... 86 4-36 ... 87 4-37 ... 88 4-38 ... 89
(Technology Acceptance Model, TAM) (Decomposed Theory of Planned Behavior,
DTPB) 7-ELEVEn ibon (Self-Service
Technology, SST) (Technology
Readiness) (Web experience) (TAM)
1.1
…
2003
(Multi-Media Kiosk, MMK)
Life-ET 2005 Fami Port
OK OK go 2006
7-ELEVEn ibon
7-ELEVEn ibon ibon
…
Curran & Meuter(2005), Fitzsimmons & Fitzsimmons(2004)
7-ELEVEn FamilyMart Hi-Life
2018 11 11,000 2,180 2015 Life-ET 7-ELEVEn ibon 7-ELEVEn ibon ( )
(Meuter et al., 2000; Castro et al., 2010) (MMK)
1.2
2018 2,358 2017 ibon 2.6 2018 ibon 3 ibon 10 2007 ibonDavis(1989) (Technology Acceptance
Model, TAM) TAM
Taylor & Todd(1995)
(TAM) (DTPB)
7-ELEVEn ibon
1.3
Davis (TAM) Taylor & Todd
1.4
40
1-1
1.5
Pearson
“Kiosk” “Kiosk” “ ” TAM DTPB TAM DTPB
2.1
(Kiosk) 15 Kiosk Kiosk (ATM) Kiosk2.1.1. Kiosk
(2002) ATM KioskKiosk (2007) 1932 Kiosk Kiosk (2007) Kiosk Kiosk(Interactive Kiosk)
(M. L. Meuter, A.L. Ostrom, R.I.
Roundtree, & M.J. Bitner, 2000) Gartner Kiosk
(Self-Service Devices) (Multi-Media Kiosk MMK)
2.1.2. Kiosk
Kiosk Kiosk Kiosk KioskSummit Research Kiosk
Frost and Sullivan Research
Kiosk Kiosk
2.1.3. Kiosk
(Institute for Information Industry
III) 1994 2004 kiosk 195% 2004 2014 138% 7-ELEVEn 2017 10,478 2007 2017 15% 2-1 2-2 2-1 Kiosk 1994 171,000 - 2004 504,000 195% 2014 1,200,000 138% Market-wide survey of Kiosk and self-service user/deployers and suppliers
(2004) 2-2 2007 9,079 - 2012 9,897 9% 2017 10,478 6% ( ) 10 Kiosk
2.1.4.
7-ELEVEn ibon
Kiosk (ATM)
(Multi-Media Kiosk MMK)
2003 Life-ET 2005
OK OK go 2006
7-ELEVEn ibon FamiPort
7-ELEVEn ibon 7-ELEVEn ibon ibon ... 2015 APP 2-3 2-3 ibon
ibon 1.0 ibon 2.0 ibon 3.0
2006 2015 2016
ibon APP
( )
2.2
Ajzen &
Fishbein(1980) (Theory of Reasoned Action, TRA)
Ajzen(1975) (Theory of Planned Behavior, TPB)
Davis et al.(1989) (Technology Acceptance
Model, TAM)
TRA
TAM TPB
TPB DTPB
2.2.1
(Theory of Reasoned Action, TRA)
Ajzen & Fishbein(1980) (Theory of
Reasoned Action, TRA)
(Attitude, A) (Subjective Norm,
SN) (Behavioral Intention, BI) Ajzen &
Fishbein(1980)
Fishbein
Fishbein
(2008)
SN)
Ajzen, I. & Fishbein, M.(1980)
(Actual
Behavior) (Behavioral Intention, BI)
(Behavioral Intention, BI)
(Attitude, A) (Subjective Norm, SN)
2-1
2-1 (Theory of Reasoned Action, TRA)
Ajzen & Fishbein(1980) Theory of Reasoned Action
2.2.1.1
(Attitude)
Dictionary Lexicon(1992) posture a mental position
G.W. Allport(1935)
Day(1970)
(Cognition) (Affect) (Conation)
Ajzen & Fishbein(1980)
Ajzen(1991)
2-4
2-4
Thomas & Znaniecki 1918
Allport 1954
Ajzen & Fishbein 1975
1976 1978
Walter 1978
Ajzen & Fishbein 1980
1986 1991
Ajzen 1991
Peplau & Taylor 1991
2000 2002
Ajzen, I 2003
2.2.1.2
(Subjective Norm)
Fishbein(1975)
Werner(2004)
Cialdini, Reno & Kallgren(1990)
(descriptive norm) (injunctive norm)
2.2.1.3
(Behavioral Intention)
Ajzen & Fishbein(1975)
Peter & Olson(1987)
2-5 2-5
Ajzen & Fishbein 1975
Triandis 1977
Bearden & Woodside 1978 (favorable)
(unfavorable)
Fishbein 1980
Steel & Ovalle 1984
Ajzen & Driver 1991
Engel 1995
Ajzen 2003
(2005)
(Harrison et al.,1997) (Ajzen & Fishbein,1975)
2.3
(Technology Acceptance Model, TAM)
Davis(1989)
Davis(1989) TAM
perceived usefulness perceived
ease of use
TRA (Normative Beliefs)
(Motivation to Comply) Taylor & Todd(1995)
TAM
(2012)
? 2-2
2-2 (Technology Acceptance Model, TAM)
(2007) 7-ELEVEn ibon TAM
2.3.1
(External Variables, EV)
2.3.2
(Perceived Ease of Use, PE)
Davis(1989)
(Perceived Ease of Use, PE) (External Variables, EV)
2.3.3
(Perceived Usefulness, PU)
Davis(1989)
TAM
(Perceived Usefulness, PU) (Perceived Ease of
2.3.4
(Attitude toward Using, A)
Ajzen & Fishbein(1975)
(Attitude,
A) (Perceived Usefulness, PU)
(Perceived Ease of Use, PE)
2.3.5
(Behavioral Intention, BI)
Ajzen & Fishbein(1975) (BI) Davis(1989)
(Intended use) TAM
(Attitude toward Using, A) (Perceived Usefulness, PU)
2.3.6
Davis(1989)
- 7-ELEVEn
ibon Davis(1989)
2.4
(Theory of Planned Behavior, TPB)
Ajzen(1985) (Theory of Planned
Behavior, TPB) (Theory of Reasoned Action; TRA)
TRA
TPB
(Attitude, A) (Subjective Norm, SN)
(Perceived Behavioral Control, PBC) Ajzen(1985)
Ajzen(1985) ( )
(BI) (BI) (Attitude Toward
Behavior, ATB) (Subjective Norm, SN)
(Perceived Behavioral Control, PBC)
(PBC) (BI)
2-3
2-3 (Theory of Planned Behavior, TPB)
2.5 (Decomposed Theory of Planned Behavior, DTPB)
(TPB) (ATB) (SN)
(PBC)
Ajzen(1991) (Unidimensional)
Taylor & Todd(1995) (TPB)
(Multi-dimensional) TAM
(Attitude toward Using, A) (Perceived Usefulness,
PU) (Perceived Ease of Use, PE) Taylor & Todd(1995)
(Multidimensional Belief Structure)
Taylor & Todd(1995) TAM TPB DTPB
DTPB TAM TPB
2-4
2-4 (Decomposed Theory of Planned Behavior, DTPB) Taylor & Todd(1995) Decomposed Theory of Planned Behavior
2.5.1
(Perceived Behavioral Control, PBC)
Ajzen(1985 & 1991)
(Self-Efficacy, SE) (Facilitating Conditions, FC)
(TPB) (DTPB)
(Subjective Norm, SN) Hong et al.(2008)
(DTPB)
(Perceived Mobility) (Perceived Monetary Value)
(2011) GPS
DTPB (Perceived Behavioral Control, PBC)
(Self-Efficacy, SE) (Facilitating Conditions, FC)
2.5.2
(Self-Efficacy, SE)
Bandura(1977)
(Self-Efficacy, SE) (1996)
(2002) ; (2000) (Self-Efficacy, SE) 2-6 2-6 1. ü 2. ü 3. ü 4. ü ü 5. ü (2000) (Self-Efficacy, SE) (Self-Efficacy, SE)
2.5.3
(Facilitating Conditions, FC)
Taylor & Todd(1995)
(Internal) (Self-Efficacy, SE) (External)
Triandis(1979) (2015) TPB
2.5.4
Compeau, D., & Higgins, C. (1995)
Bhattancherjee(2000) 7-ELEVEn ibon
Taylor & Todd(1995) TAM TPB DTPB
DTPB
DTPB
2.6
(External Variables, EV)
TAM (2011) (2014) (2015) (2007)2.6.1
(Technology Readiness, TR)
Mick & Fournier(1998)
/ / / / / / / / Parasuraman Rockbridge Associates Parasuraman(2000) (Technology Readiness, TR) (2002)
Parasuraman & Colby(2001)
2-7 (Optimism) Ø l Parasuraman(2000) l Zeithaml et al.(2002) (Innovativeness) Ø l Parasuraman(2000) l Agarwal & Prasad(1998)
(Discomfort) Ø l Parasuraman(2000) l Meuter et al.(2003) (Insecurity) Ø l Parasuraman(2000) Parasuraman(2000)
Parasuraman & Colby(2001)
2-8 2-8 (Explorers) (Pioneers) (Skeptics) (Paranoids) (Laggards)
Tsikriktsis(2004) TR
( + + [$ − ] + [$ − ])
)
2.6.2
(Web experience)
(2007)
24
(Casalo, Flavia ́n, & Guinal ́ıu, 2007 ; Chen & Dhillon, 2003)
TRA TAM TPB
Castañeda, Muñoz-Leiva, & Luque(2007)
(Web Acceptance Model, WAM) ( 2-5)
2-5 (Website Acceptance Model, WAM)
2.7
TAM
DTPB
(TAM) (DTPB) 7-ELEVEn ibon TAM DTPB 7-ELEVEn ibon Fishbein(1975) Davis(1989) Davis(1989) 7-ELEVEn ibon(TAM) (DTPB) 7-ELEVEn ibon
(TAM) (DTPB)
3.1
Davis(1989) (Technology
Acceptance Model, TAM) Taylor & Todd(1995) (Decomposed Theory of Planned Behavior, DTPB)
3-1
3.2
TAM DTPB 3.2.1 3-2 H1a H1b H1c 3-23.2.2 3-3 H2a
H2b H2c
3.2.3
Davis(1989)
Davis(1989) TAM (Perceived
Usefulness, PU) (Perceived Ease of Use, PE)
Heijiden(2003)
Ong, C.S., Lai, J.Y. & Wang, Y.S. (2004)
Brown, I. & Jayakody, R. (2008) B2C
H3
Lu, Zhou and Wang(2009) (Flow
theory)
Ramayah, Rouibah, Gopi and Rangel (2009) 144
(Perceived Ease of Use, PE) (Perceived Usefulness,
PU)
H5
Terzis and Economides(2011) 173
TAM TPB UTAUT
H6
3.2.4
Betz and Hackett(1981)
Taylor and Todd(1995)
H7 H8
3.2.5
Lu, Zhou and Wang(2009) (Flow theory)
Lin, Wang and Hwang(2010)
550 E-mail
Aggelidis and Chatzoglou(2009)
H9
(2011) DTPB 750
3.3
; ; (Likert Scales) 3-1 3-1 Ø Parasuraman(2000) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Parasuraman (2000)Ø Castañeda, Muñoz-Leiva, & Luque(2007) 1. 2. 3. 4. 5. 6. 7. 8. Castañeda, Muñoz-Leiva, & Luque (2007) Ø Davis(1989) 1. 7-11 ibon 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon Davis (1989) Ø Davis(1989) 1. 7-11 ibon 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon Davis (1989)
Ø Ajzen & Fishbein(1975) 1. 7-11 ibon 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon ( ) Ajzen & Fishbein (1975) Ø Bandura(1977) 1. 7-11 ibon 2. 7-11 ibon 7-11 ibon 3. ( ) 7-11 ibon 4. ( ) 7-11 ibon Bandura (1977)
Ø Taylor & Todd(1995)
1. 7-11 ibon ( ) 2. 7-11 ibon ( … ) 3. 7-11 ibon ( … ) “ ”( … ) Taylor & Todd(1995)
4. 7-11 ibon ( … ) “ ”( … ) Ø Ajzen(1985 & 1991) 1. 7-11 ibon 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon Ajzen (1985 & 1991)
Ø Ajzen & Fishbein(1975) Davis(1989)
1. 7-11 ibon 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon Ajzen & Fishbein (1975) Davis (1989)
3.4
3.4.1
( ) 7-11 ibon3.4.2
40 40 37 300 265 7 258 86% 4-13.5
SPSS 25.0
3.5.1
(Descriptive Statistics)
3.5.2
(Reliability)
(Consistency) (Stability) Cronbach’s Alpha
Cronbach’s Alpha
Cuieford(1965) Cronbach’s Alpha
0.7~0.98 0.35 Cronbach’s Alpha
3.5.3
(Validity)
(2007) Ø (Content Validity)Ø (Construct Validity)
0.5
3.5.4
(Correlation Analysis)
Pearson
Pearson
(Pearson correlation coefficient)
(continuous variables) -1 +1 +1 -1 3-2 3-2 ( ) 1.00 (Perfect correlated) 0.7~0.99 (Highly correlated) 0.4~0.69 (Moderately correlated) 0.1~0.39 (Modestly correlated) 0.1 (Weakly or No correlated)
3.5.5
(One-Way ANOVA)
F ( ) Scheffe3.5.6
(Factor Analysis)
(Factor Analysis) (Explained Variance) Varimax3.5.7
(
Regression Analysis
)
258
4.1
300 265 7 258 86% 4-1 55 142 50.4 130 21~30 28.3 31~40 26 / ( ) 139 53.9 135 52.3 30,001~45,000 84 32.6 21~40 / ( ) 45,0004-1 116 45% 142 55% 130 50.4% 128 49.6% 20 33 12.8% 21~30 73 28.3% 31~40 67 26% 41~50 48 18.6% 51 37 14.3% 23 8.9% / 36 14% / ( ) 139 53.9% ( ) 60 23.3% 64 24.8% 11 4.3% 2 0.8% 20 7.8% 135 52.3% 2 0.8% 24 9.3% 15,000 ( ) 52 23% 15,001~30,000 51 22.1% 30,001~45,000 84 31.1% 45,001~60,000 45 14.4% 60,001~75,000 23 9.5% 75,000 3 1.2%
4.2
4.2.1
(Validity)
(validity) (2007)
4.2.1.1
(Content Validity)
(face validity) (Expert
Validity) 48 40 6 “ ” 10 “ ” 4 “ ” 5 “ ” 6 “ ” 7 “ ” “ ”
4.2.1.2
(Construct Validity)
Kaiser(1974) 0.5 4-20 0.54.2.2
(Reliability)
Cronbach’s Alpha (Reliability) 258 (Reliability Analysis) 40 9 3 4 4 4 4 4 4 4 12 “ ” “ ” 8 4-2Cronbach’s Alpha Cronbach’s
Alpha
0.7
Cuieford(1965) Cronbach’s Alpha 0.7
0.35
Cronbach’s Alpha 0.7
4-2
Cronbach’s Alpha 0.733 Cronbach’s
Alpha 0.793 Cronbach’s Alpha 0.909
Cronbach’s Alpha 0.907 Cronbach’s Alpha
0.908 Cronbach’s Alpha 0.871
Cronbach’s Alpha 0.822 Cronbach’s Alpha
0.897 Cronbach’s Alpha 0.899
4-2 Cronbach’s Alpha 1. 0.733 2. 3. 4. 5. 6. ( ) 7. 8. 9. 10. ( ) 11. 12. ( ) 1. 0.793 2. 3. 4. ( ) 5. ( ) 6. ( ) 7. ( ) 8. ( ) 1. 7-11 ibon 0.909 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon
1. 7-11 ibon 0.907 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon 1. 7-11 ibon 0.908 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon ( ) 1. 7-11 ibon 0.871 2. 7-11 ibon 7-11 ibon 3. ( ) 7-11 ibon 4. ( ) 7-11 ibon 1. 7-11 ibon ( ) 0.822 2. 7-11 ibon ( … ) 3. 7-11 ibon ( … ) “ ”( … ) 4. 7-11 ibon ( … ) “ ”( … ) 1. 7-11 ibon 0.897 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon 1. 7-11 ibon 0.899 2. 7-11 ibon 3. 7-11 ibon 4. 7-11 ibon
4.3
(Descriptive Statistics)
2584.3.1
4-3 4 11 6.02 9 4.51 5.292 4-3 1. 5.64 1.244 Parasuram an (2000) 2. 4.95 1.628 3. 6.00 1.042 4. 5.22 1.523 5. 5.28 1.358 6. ( ) 4.67 1.532 7. 5.36 1.483 8. 4.65 1.658 9. 4.51 1.921 10. ( ) 4.62 1.745 11. 6.02 0.99 12. ( ) 4.07 1.734.3.2
4-4 4 1 3 5.82 2 5.316 4-4 1. 5.82 1.157 Castañeda, Muñoz-Leiva, & Luque (2007) 2. 5.62 1.304 3. 5.82 1.058 4. ( ) 5.12 1.451 5. ( ) 4.77 1.571 6. ( ) 4.68 1.608 7. ( ) 4.78 1.782 8. ( ) 5.92 1.2414.3.3
4-5 5 1 7-11 ibon 5.95 3 7-11 ibon 4 7-11 ibon 5.898 4-5 1. 7-11 ibon 5.95 1.054 Davis (1989) 2. 7-11 ibon 5.89 1.034 3. 7-11 ibon 5.90 1.094 4. 7-11 ibon 5.85 1.0464.3.4
4-6 6 2 7-11 ibon 4 7-11 ibon 6.08 1 7-11 ibon 3 7-11 ibon 6.055 4-6 1. 7-11 ibon 6.04 0.937 Davis (1989) 2. 7-11 ibon 6.08 0.959 3. 7-11 ibon 6.02 0.937 4. 7-11 ibon 6.08 0.9634.3.5
4-7 6 1 7-11 ibon 6.18 3 7-11 ibon 4 7-11 ibon ( ) 6.1 4-7 1. 7-11 ibon 6.18 0.912 Ajzen & Fishbein (1975) 2. 7-11 ibon 6.09 0.856 3. 7-11 ibon 6.12 1.003 4. 7-11 ibon ( ) 6.01 0.982 4.3.6 4-8 5 2 7-11 ibon 7-11 ibon 5.87 1 7-11 ibon 3 ( ) 7-11 ibon 5.675 4-8 1. 7-11 ibon 5.74 1.225 Bandura (1977) 2. 7-11 ibon 7-11 ibon 5.87 1.125 3. ( ) 7-11 ibon 5.53 1.359 4. ( ) 7-11 ibon 5.56 1.3724.3.7
4-9 5 2 7-11 ibon ( … ) 6.15 4 7-11 ibon ( … ) “ ”( … ) 1 7-11 ibon ( ) 6.02 4-9 1. 7-11 ibon ( ) 5.90 1.184 Taylor & Todd (1995) 2. 7-11 ibon ( … ) 6.15 0.901 3. 7-11 ibon ( … ) “ ”( … ) 5.97 1.219 4. 7-11 ibon ( … ) “ ”( … ) 6.06 1.0894.3.8
4-10 5 4 7-11 ibon 6.05 3 7-11 ibon 1 7-11 ibon 5.938 4-10 1. 7-11 ibon 5.88 1.048 Ajzen (1985 & 1991) 2. 7-11 ibon 5.90 1.003 3. 7-11 ibon 5.92 0.985 4. 7-11 ibon 6.05 1.0884.3.9
4-11 5 1 7-11 ibon 5.92 2 7-11 ibon 4 7-11 ibon 5.865 4-111. 7-11 ibon 5.92 1.088 Ajzen &
Fishbein (1975) Davis (1989) 2. 7-11 ibon 5.90 1.011 3. 7-11 ibon 5.87 1.064 4. 7-11 ibon 5.77 1.170
4.4
t (One-Way ANOVA) t (One-Way ANOVA) Scheffe LSD4.4.1
t
(
)
t“
”
t
4-12 t 6 1 3 3 4 1 2 2 1 4-124-12 t t P N=116 N=142 1. 5.84 5.47 2.390 0.018* 3. 6.20 5.83 2.934 0.004** 4. 5.52 4.97 2.903 0.004** 7. 5.59 5.16 2.385 0.018* 8. 4.96 4.39 2.767 0.006** 11. 6.20 5.88 2.595 0.01** 2. 5.82 5.45 2.323 0.021* 2. 7-11 ibon 6.09 5.73 2.768 0.006** 3. 7-11 ibon 6.09 5.74 2.675 0.008** 4. 7-11 ibon 6.03 5.70 2.686 0.008** 1. 7-11 ibon 6.19 5.92 2.445 0.015* 3. 7-11 ibon 6.16 5.92 2.056 0.041* 4. 7-11 ibon 6.23 5.95 2.360 0.019* 1. 7-11 ibon 6.35 6.04 2.826 0.005** 2. 7-11 ibon 6.22 5.97 2.378 0.018* 3. 7-11 ibon 6.30 5.96 2.717 0.007** 4. 7-11 ibon ( ) 6.17 5.87 2.559 0.011*
4. ( ) 7-11 ibon 5.74 5.41 1.989 0.048* 3. 7-11 ibon ( … ) “ ”( … ) 6.25 5.74 3.568 0.000** 4. 7-11 ibon ( … ) “ ”( … ) 6.31 5.86 3.533 0.000** 2. 7-11 ibon 6.05 5.78 2.237 0.026* 4. 7-11 ibon 6.18 5.94 1.994 0.047* 2. 7-11 ibon 6.04 5.79 2.023 0.044* P <0.05 P <0.01 4-12 ibon ibon ibon ibon ibon ibon ibon ibon ibon ibon
“
”
4-13 t 2 1 2 1 4-13 4-13 t t P N=130 N=128 2. 5.15 4.75 2.003 0.046* 8. 4.93 4.36 2.804 0.005** 3. 7-11 ibon 6.24 5.99 1.983 0.048* 1. 7-11 ibon 5.92 5.55 2.438 0.015* 2. 7-11 ibon 7-11 ibon 6.04 5.70 2.473 0.014* 2. 7-11 ibon 6.04 5.77 2.184 0.03* P <0.05 P <0.014-13 ibon ibon ibon ibon ibon ibon ibon ibon
4.4.2
(
)
Scheffe LSD Scheffe Scheffe LSD {}“
”
4-14 5 1 4-14 4-14 F (1) N=33 (2) N=73 (3) N=67 (4) N=48 (5) N=37 2. 5.67 5.14 4.81 4.63 4.65 2.844* {1>3} {1>4} {1>5} 7. 5.67 4.88 5.52 5.46 5.59 2.856* {1>2} {2<3} {2<4} {2<5} 8. 5.61 4.60 4.52 4.46 4.35 3.442** {1>3} {1>4} {1>5} 9. 5.39 4.51 3.90 4.52 4.84 3.898** {1>2} {1>3} {1>4} {3<5} 11. 6.27 5.88 5.91 5.96 6.38 2.437* {2<5} {3<5}1. 7-11 ibon 6.09 5.99 5.97 5.81 5.43 2.433* {1>5} {2>5} {3>5} 1 P <0.05 P <0.01 2 (1)20 (2)21~30 (3)31~40 (4)41~50 (5)51 4-14 20 20 31~40 ibon ibon ibon ibon
“
”
4-15 4 1 1 1 1 1 4-15 4-15 F (1) N=23 (2) N=36 (3) N=139 (4) N=60 2. 5.87 5.56 4.68 4.87 5.694** {1>3} {1>4} {2>3} {2>4} 5. 6.04 5.00 5.31 5.08 3.472* {1>2} {1>3} {1>4} 8. 5.70 5.17 4.55 4.17 6.48** {1>3} {1>4} {2>3} {2>4} 9. 5.78 4.83 4.34 4.23 4.683** {1>3} {1>4} 3. 5.26 5.94 5.82 5.97 2.745* {1<2} {1<3} {1<4} 1. 7-11 ibon 6.39 5.75 6.25 6.18 3.462* {1>2} {2<3} {2<4} 4. ( ) 7-11 ibon 6.09 5.31 5.68 5.22 3.256* {1>2} {1>4} {3>4}4. 7-11 ibon ( : … ) “ ”( : ... ) 6.09 5.56 6.17 6.12 3.142* {2<3} {2<4} 3. 7-11 ibon 6.22 5.44 5.99 5.92 3.604* {1>2} {2<3} {2<4} 1 P <0.05 P <0.01 2 (1) (2) / (3) / ( ) (4) ( ) 4-15 ibon ibon ibon ibon
“
”
4-16 3 1 2 4-16 4-16 F (1) N=64 (2) N=135 (3) N=59 2. 5.36 4.57 5.39 8.288** {1>2} {2<3} 8. 5.02 4.24 5.17 9.015** {1>2} {2<3} 9. 5.00 4.19 4.71 4.361* {1>2} 1. 7-11 ibon 6.16 5.98 5.64 3.842* {1>3} {2>3} 1. 7-11 ibon 6.17 5.78 5.81 3.296* {1>2} 3. 7-11 ibon 6.22 5.81 5.83 3.771* {1>2} {1>3} 1 P <0.05 P <0.01 2 (1) (2) (3) ( )4-16
ibon
“
”
4-17 3 1 2 1 3 2 3 4-17 4-17 F (1) N=52 N=51 (2) N=84 (3) N=45 (4) N=26 (5) 8. 4.98 5.12 4.42 4.58 3.92 3.333* {1>5} {2>3} {2>5} 9. 5.12 4.78 4.18 4.29 4.23 2.521* {1>3} {1>4} 11. 5.92 6.27 6.01 5.69 6.35 3.025* {2>4} {4<5} 2. 5.35 5.76 5.83 5.84 4.77 4.641** {1<3} {2>5} {3>5} {4>5} 1. 7-11 ibon 6.15 6.14 6.02 5.78 5.19 4.94** {1>5} {2>5} {3>5} {4>5} 4. 7-11 ibon 5.94 6.00 5.95 5.76 5.19 3.345* {1>5} {2>5} {3>5} {4>5}3. 7-11 ibon 6.25 6.20 6.24 5.91 5.65 2.533* {1>5} {2>5} {3>5} 1. 7-11 ibon 5.92 5.94 5.89 5.60 4.73 5.946** {1>5} {2>5} {3>5} {4>5} 2. 7-11 ibon 7-11 ibon 6.00 6.04 6.02 5.69 5.08 4.619** {1>5} {2>5} {3>5} {4>5} 3. ( ) 7-11 ibon 5.83 5.59 5.57 5.49 4.73 3.015* {1>5} {2>5} {3>5} {4>5} 1. 7-11 ibon 6.13 6.06 5.89 5.87 5.04 5.721** {1>5} {2>5} {3>5} {4>5} 2. 7-11 ibon 6.08 5.98 5.93 5.89 5.35 2.546* {1>5} {2>5} {3>5} {4>5} 1. 7-11 ibon 6.17 5.82 5.93 6.04 5.38 2.586* {1>5} {3>5} {4>5} 3. 7-11 ibon 5.94 5.98 5.96 5.89 5.19 3.102* {1>5} {2>5} {3>5} {4>5} 4. 7-11 ibon 5.81 5.88 5.86 5.84 5.04 2.916* {1>5} {2>5} {3>5} {4>5} 1 P <0.05 P <0.01 2 (1)15,000 ( ) (2)15,001 30,000 (3)30,001~45,000 (4)45,001~60,000 (5)60,001~75,000 & 75,000
4-17 30,000 30,001 15,001~60,000 ibon 60,001 ibon ibon 45,000 60.001 ibon 60,000 60.001 60,001 60,000 ibon
ibon ibon ibon
60.001 60,000
4.5
(Correlation Analysis)
Pearson 4-18 4-18 5.174 0.812 0.733 5.753 0.990 0.390** 0.793 5.896 0.937 0.287** 0.457** 0.909 6.054 0.840 0.222** 0.465** 0.736** 0.907 6.097 0.832 0.347** 0.400** 0.678** 0.759** 0.908 5.673 1.082 0.337** 0.323** 0.609** 0.501** 0.594** 0.871 6.020 0.893 0.397** 0.496** 0.654** 0.706** 0.756** 0.615** 0.822 5.938 0.887 0.360** 0.411** 0.581** 0.595** 0.650** 0.600** 0.695** 0.897 5.866 0.950 0.361** 0.374** 0.488** 0.478** 0.623** 0.502** 0.602** 0.666** 0.899 1 * P <0.05 ** P <0.01 2 N=258 3 Cronbach’s Alpha4.6
(Factor Analysis)
KMO(Kaiser-Meyer-Olkin) (Bartlett test of
sphericity) Kaiser(1974)
KMO KMO>0.9 KMO>0.8
KMO>0.7 KMO>0.6 KMO<0.5
(2007) Bartlett’s
4.6.1
KMO Bartlett’s KMO
0.709~0.839 P 0.000 KMO Bartlett’s 4-19 4-19 KMO Bartlett’s P 0.741 732.632 36 0.000* 0.709 234.253 3 0.000* 0.839 679.758 6 0.000* 0.749 774.840 6 0.000* 0.832 693.917 6 0.000* 0.744 604.502 6 0.000* 0.725 406.727 6 0.000* 0.829 640.846 6 0.000* 0.798 648.709 6 0.000* P <0.05
4.6.2
KMO Bartlett’s Varimax 1 0.5 4-20 4-20 1. 0.820* 0.673 4. 0.812* 0.666 2. 0.776* 0.603 8. 0.754* 0.584 3. 0.626* 0.475 11. 0.502* 0.481 5. 0.824* 0.696 9. 0.721* 0.520 3.260 1.723 6.902 36.222 19.146% 36.222% 55.367% : * >0.511 Varimax 1 7 <0.5 Parasuraman(2000) 3.260 1.723 36.222 19.146% 55.367 4-20 ( ) 4-1 4-1
4.6.3
( ) 4-21 4-21 1 * P <0.05 ** P <0.01 2 N=258 5.412 1.001 1 4.895 1.392 0.066 1 5.753 0.990 0.452** 0.064 1 5.896 0.937 0.402** -0.009 0.457** 1 6.054 0.840 0.261** 0.046 0.465** 0.736** 1 6.097 0.832 0.352** 0.152* 0.400** 0.678** 0.759** 1 5.673 1.082 0.408** 0.046 0.323** 0.609** 0.501** 0.594** 1 6.020 0.893 0.429** 0.096 0.496** 0.654** 0.706** 0.756** 0.615** 1 5.938 0.887 0.463** 0.062 0.411** 0.581** 0.595** 0.650** 0.600** 0.695** 14-21 ( )
ibon
4.7
(Regression Analysis )
4.5
(Simple Linear Regression Analysis) (Multiple Regression Analysis)
4.7.1
(Regression Analysis)
4.6 Cronbach’s Alpha 0.7 (Stepwise Regression Analysis) Durbin-Watson Durbin-Watson 1.5~2.5 (tolerance) = (1-) ( 0~1 ) = (VIF, variance inflation faction) VIF4-22 4-23 4-22 R R2 R2 F Durbin-Watson 0.736 0.542 0.540 303.144** 0.000 1.951 P <0.05 P <0.01 4-23 t β β VIF 2.161 9.547** 0.000 0.660 0.736 17.411** 0.000 1 1 P <0.05 P <0.01 4-22 4-23 (R2=0.542 R2=0.54) t 17.411 ( ) ( ) 7-11 ibon ibon ibon H3
4-24 4-25 4-24 R R2 R2 F Durbin-Watson 0.779 0.607 0.604 196.656** 0.000 1.873 P <0.05 P <0.01 4-25 t β β VIF 1.333 5.497** 0.000 0.562 0.567 9.768** 0.000 0.458 2.184 0.231 0.260 4.487** 0.000 0.458 2.184 P <0.05 P <0.01 4-24 4-25 (R2=0.607 R2=0.604) t 9.768 t 4.487 ( ) ( ) 7-11 ibon ibon 7-11 ibon H4 H5
4-26 4-27 4-26 R R2 R2 F Durbin-Watson 0.728 0.530 0.527 143.978** 0.000 1.626 P <0.05 P <0.01 4-27 t β β VIF 1.513 5.712** 0.000 0.521 0.524 9.63** 0.000 0.622 1.608 0.227 0.277 5.095** 0.000 0.622 1.608 P <0.05 P <0.01 4-26 4-27 (R2=0.53 R2=0.527) t 9.63 t 5.095 ( ) ( ) 7-11 ibon ibon ibon 7-11 ibon H7 H8
4-28 4-29 4-28 R R2 R2 F Durbin-Watson 0.711 0.506 0.502 130.52** 0.000 1.597 P <0.05 P <0.01 4-29 t β β VIF 0.702 2.45* 0.015 0.485 0.453 7.81** 0.000 0.577 1.733 0.375 0.328 5.663** 0.000 0.577 1.733 P <0.05 P <0.01 4-28 4-29 (R2=0.506 R2=0.502) t 7.81 t 5.663 ( ) ( ) 7-11 ibon 7-11 ibon H9 H10
4-30 4-31 4-30 R R2 R2 F Durbin-Watson 0.478 0.228 0.225 75.645** 0.000 1.451 P <0.05 P <0.01 4-31 t β β VIF 2.595 2.45* 0.015 0.540 0.478 8.697** 0.000 1 1 P <0.05 P <0.01 4-30 4-31 (R2=0.228 R2=0.225) t 8.697 ( ) ( ) 7-11 ibon 7-11 ibon H6
4.7.2
(Hierarchical Regression Analysis)
4.6 (1999) (Full Mediation) (Partial Mediation) Baron Kenny(1986) (1) STEP 1 (X) (Y) (2) STEP 2 (X) (M) (Y) (3) STEP 3 (M) (Y) (4) STEP 4 (X) (M) (Y) (X)→ (M)→ (Y) (X) (Y) (X) (M) (M) (Y) (X) (Y) (4) (1) A. (M) (X) (Y) (Full Mediation) B. (M) (X) (Y) (Partial Mediation)(M) (X) (Y) 4-32 F 217.639 (R2) 0.46 F 119.604 (R2) 0.484 β 0.678 0.619 (Partial Mediation) H1a 4-32 (Y) (M) (X→Y) (M→Y) (X+M→Y) (X→M) (X) 0.678** 0.619** 0.350** (M) 0.384** 0.167** F 217.639** 44.226** 119.604** 35.689** R2 0.46 0.147 0.484 0.122 P <0.05 P <0.01
(M) (X) (Y) 4-33 F 347.237 (R2) 0.576 F 201.607 (R2) 0.613 β 0.759 0.707 (Partial Mediation) H1b 4-33 (Y) (M) (X→Y) (M→Y) (X+M→Y) (X→M) (X) 0.759** 0.707** 0.261** (M) 0.384** 0.199** F 347.237** 44.226** 201.607** 18.755** R2 0.576 0.147 0.613 0.068 P <0.05 P <0.01
(M) (X) (Y) 4-34 F 75.645 (R2) 0.228 F 53.651 (R2) 0.296 β 0.478 0.407 (Partial Mediation) H1c 4-34 P <0.05 P <0.01 (Y) (M) (X→Y) (M→Y) (X+M→Y) (X→M) (X) 0.478** 0.407** 0.261** (M) 0.361** 0.270** F 75.645** 38.367** 53.651** 18.755** R2 0.228 0.13 0.296 0.68
(M) (X) (Y) 4-35 F 217.639 (R2) 0.46 F 113.015 (R2) 0.472 β 0.678 0.626 (Partial Mediation) H2a 4-35 P <0.05 P <0.01 (Y) (M) (X→Y) (M→Y) (X+M→Y) (X→M) (X) 0.678** 0.626** 0.457** (M) 0.400** 0.115* F 217.639** 48.877** 113.015** 67.561** R2 0.46 0.16 0.47 0.209
(M) (X) (Y) 4-36 F 347.237 (R2) 0.576 F 175.025 (R2) 0.579 β 0.759 0.730 (Partial Mediation) H2b 4-36 (Y) (M) (X→Y) (M→Y) (X+M→Y) (X→M) (X) 0.759** 0.730** 0.465** (M) 0.400** 0.061 F 347.237** 48.877** 175.025** 70.481** R2 0.576 0.16 0.579 0.216 P <0.05 P <0.01
(M) (X) (Y) 4-37 F 75.465 (R2) 0.228 F 44.200 (R2) 0.257 β 0.478 0.388 (Partial Mediation) H2c 4-37 P <0.05 P <0.01 (Y) (M) (X→Y) (M→Y) (X+M→Y) (X→M) (X) 0.478** 0.388** 0.465** (M) 0.374** 0.193** F 75.465** 41.519** 44.200** 70.481** R2 0.228 0.14 0.257 0.216
4.8
4-38 4-38 H1a H1b H1c H2a H2b H2c H3 H4 H5 H6 H7 H8 H9 H10TAM DTPB
5.1
(Research Conclusion)
II.
III.
IV.
V.
TAM DTPB 7-11 ibon 7-11 ibon TAM t ANOVA H1a H1b H1c H2a H2b H2c H3 H4 H5 H6 H7 H8 H9 H10
5.2
(Limitations of the Study)
( )7-11 ibon ( ) 48 TAM 7-11 ibon 15/ ( ) 53.9%
52.3% 7-11 ibon
5.3
(Research Suggest)
5.3.1
(2)
TAM
(1)
(3)
DTPB
(1)
(3)
5.3.2
TAM DTPB TAM ( AI VR … ) ( ) TAM DTPB(Unified Theory of Acceptance and Use of Technology; UTAUT)
TAM TAM
(R2=0.147 F=44.226** t=6.650**
** P<0.01) (R2=0.160
TAM
(R2=0.238 F=79.923** t=8.94** ** P<0.01)
TAM DTPB
TAM DTPB
1. (2008) pp.796-802 2. (2005) — 3. (2011) GPS pp.29-60 4. (2012) 5. (2008) kiosk -IPC DIGITIMES 6. (1999) — 7. (1986) -8. (2015) - Google pp.315-334 9. (2011) — 7-11 ibon 10. (2014) kiosk — 7-ELEVEN ibon 11. (2015) 12. (2007) -SPSS 13. (2002) 14. (1991) 15. (2002) —
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