Hybrid convenience stores - the changing role of convenience stores in Taiwan

Purpose – The hybrid convenience store, a convenient shopping as well as dining environment, is an innovative concept in both the convenience store sector and the food service industry in Taiwan. As Taiwan has taken the lead in the development of the convenience store sector, this phenomenon deserves further investigation so as to assist convenience store operators and restaurateurs in Taiwan in formulating strategies to cope with this trend. The purpose of this paper is to investigate the facilitators of the hybrid convenience store concept accepted by consumers within the framework of Rogers' diffusion of innovation (DOI) theory. Design/methodology/approach – The data in the form of self-completion survey are collected in MRT stations in Taipei. In total of 289 questionnaires are collected and used for data analysis. Findings – It is found that the higher the levels of “compatibility”, “observability” and “trialability” are, the higher the likelihood that potential consumers will dine in hybrid convenience stores. It is also found that lower levels of “complexity” also increase the likelihood that potential consumers will dine in hybrid convenience stores. However, the findings do not support “relative advantage” as a facilitator. Practical implications – The research findings reveal that consumers in urban areas of Taiwan have gradually accepted the innovative concept of dining in hybrid convenience stores. According to the findings, a number of strategies might be applied in order to facilitate the adoption of the dining concept in hybrid convenience stores by potential consumers in Taiwan. For example, the dining process of fast food restaurants can be possible to emulate; having meals on a trial basis can be applied; TV commercials and word of mouth marketing strategies can also be employed. Originality/value – This paper extends/validates the DOI theory in the Taiwanese convenience store sector and as a consequence, this paper serves as a basic building block in the formulation of pertinent marketing strategies geared toward sustaining and/or increasing consumer patronage in hybrid convenience stores.