應用計畫行為理論探討量販店消費者對於自助結帳機使用意圖之研究

隨著結帳管道技術面的提升，在許多零售業以機器輔助人力，增添自助結帳方式分流接踵而來的顧客。因此，自助結帳機以擁有使顧客有機會自己掃描到包裝購買的物品、縮短排隊時間等優勢，且被許多企業使用，為消費者增添新的結帳管道，在速度和便利性也能達到快捷的結帳方式。本研究應用計畫行為理論為基礎，運用文獻探討方式找尋並納入合適的調節變數探討是否影響消費者在自助結帳機使用意圖，並透過線上問卷方式進行調查，最終回收有效樣本數為268份，且分別採用SmartPLS 3與SPSS Statistics 兩套軟體進行統計分析。結果顯示態度、主觀規範、知覺行為控制對使用意圖有顯著影響，結果更表明，知覺擁擠更有效影響態度和使用意圖；知覺時間壓力更有效影響態度、知覺行為控制和使用意圖。最後，並於研究最後分別以實務面與學術面提供未來參考建議。

With the improvement of checkout pathway technology, machine assisted manpower is used in many retail industries to increase self- checkout to divert incoming customers. Therefore, the self-checkout has the advantages of giving customers the opportunity to scan the packaged goods and shorten the queuing time. It is used by many enterprises to add a new checkout pipeline for consumers, and can achieve a fast checkout method in speed and convenience. Based on the theory of planned behavior, this study uses literature discussion to find and include appropriate regulatory variables to explore whether it affects consumers' intention to use self-checkout. Through online questionnaire, 268 valid samples were finally collected, and two sets of software SmartPLS version 3 and SPSS statistics were used for statistical analysis. The results show that attitude, subjective norms and perceived behavior control have a significant impact on use intention. The results also show that perceived crowding has a more effective impact on attitude and intention to use; perceived time pressure more effectively affects attitude, perceived behavior control and intention to use. Finally, in the end of the study, it provides future reference suggestions in practical and academic aspects respectively.