Self-service Gas Station In Kunming Willingness To Accept Empirical Study

In recent years, With the competitive era's coming for the Chinese product-oil retailing market, self-service gas-station is quickly produced by the market itself, just like a baby waiting for its birth. But considering the general developing tendency of the self-service gas-station, the consumers will be undoubtedly regarded as the most concentrated part of the system, basing on the consumer's willingness to accept. In order to improve the service in self-service gas-station, offering the better service to the consumers, the practical way is to find out the request made by the consumers that how much it is depended on by people who are going to use it. Only in this way, relative strategies and suggestions for perfecting functions of the station can be acquired and more inclination can be made by consumers at the same time.This paper constructs a relatively integrated model on the basis of planned behavior theory, considering the service characteristics of self-service gas-station and the real thing in the domestic market, through reading the latest relative documents and research papers both home and abroad. The paper just puts focus on the automobile consumers in Kunming region, Asking them to finish some realistic questionnaires, analyzing the output with the help of software SPSS13.0, and the model is being tested, coming to the conclusion that:1, we know from the empirical research that there are altogether 4 factors which influence the self-service willingness, that is, apperceive serviceability, apperceive usability, and apperceive risk along with trust.2, the empirical research proves that apperceive usability, apperceive serviceability and trust are positively correlated to the acceptance willingness; while apperceive risk is negatively correlated to it.3, the empirical research also proves that the relation between the acceptance willingness and influencing factors can be expressed by the regression equation.4, according to the result obtained from the empirical research, the hypothetic model is being corrected, and eventually the acceptance willingness model in Kunming region comes into being.Making a comparison of my output with the previous outputs from others, analyzing and explaining the reason why there could be variable outputs changing with the different situations and objects, which really means a lot to promoting the development of self-service gas-station and improving the service of it.