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研究生:林家瑜
研究生(外文):Lin, Chia-Yu
論文名稱:消費者在虛實整合與全通路零售環境下使用物聯網數位看板系統意願之探討
論文名稱(外文):Usage intention toward IoT-based digital signage system in an online to offline (O2O) and omni-channel retailing environment
指導教授:杜孟儒杜孟儒引用關係
指導教授(外文):Tu, Meng-Ru
口試委員:林淑萍桑國忠
口試委員(外文):Lin, Shu-PingShang, Kuo-Chung
口試日期:2015-12-17
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:運輸科學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:83
中文關鍵詞:行動商務虛實整合全通路零售物聯網數位看板
外文關鍵詞:M-CommerceO2OOmni-Channel RetailingIoTDigital Signage
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隨著物聯網與行動媒體技術的迅速發展,近年來個人智慧型裝置(例如智慧型手機)已經相當普及。智慧型裝置的普及帶動了行動商務(M-Commerce)的快速發展。消費者對智慧型裝置的高黏著度儼然已經改變了消費者的生活習慣與消費行為,在虛實整合(O2O)與全通路零售(Omni-Channel Retailing)的環境中,消費者得以自由的在線上商店與線下實體店面間穿梭。為因應消費者購物行為轉向行動商務的改變,企業紛紛推出能夠與消費者行動裝置互動的創新物聯網系統。IoT數位看板(Digital Signage)富含多媒體效果,是近年來許多零售企業爭相開發能與消費者互動的廣告行銷工具。然而,目前關於消費者採用IoT數位看板意願之研究非常稀少,因此業界不易評估開發與建置IoT數位看板的效益。故本研究欲探討有那些可能因素會影響消費者在虛實整合與全通路零售環境下使用物聯網IoT數位看板系統之意願,以彌補這部分相關研究的不足。

本研究屬於探索性研究,旨在探討影響消費者使用數位看板系統的因素;本研究欲建立一套理論架構,以利日後學術研究與企業發展數位看板系統之參考。本研究採用混合型研究方法,藉由質性研究方法與文獻探討建立量化研究模型架構,並針對有數位看板使用經驗的消費者進行問卷調查,最後以PLS結構方程模型驗證本研究之模型假設。分析結果發現消費者的採用意願會受到情感涉入、專注與愉悅度、認知涉入影響,上述三個影響構面又會分別受到IoT數位看板的三外部特性-互動性、個人化、設計美學之影響,建議企業若想提升消費者的使用意願,應注重IoT數位看板外部特性的設計以提升消費者對物聯網IoT數位看板之喜好與黏著度。

With the rapid advancement of internet of things (IoT) and mobile media technology, smart device has been popularized in recent year. The popularity of smart device drives the rapid development Mobile Commerce (M-Commerce). Consumers’ attachment of mobile devices has changed their habits and behavior. In the online-to-offline (O2O) and omni-channel retailing environment, consumers can switch among different channels with little effort. In response to the change of consumer shopping behavior toward M-Commerce, enterprises strive to develop novel interactive IoT systems to engage consumers. IoT-based interactive digital signage usually has rich multimedia effects, making it a good marketing tool for many retail firms; they can use the digital signage to interact with customer’s mobile devices and sell products to them. However, very few research works concerning the consumers’ willingness to use the interactive digital signage can be found, making it difficult for industry to evaluate the benefits of developing and deploying digital signage system. This research would like to explore the possible factors affecting consumers’ willingness to adopt the interactive digital signage system in the online-to-offline and omni-channel retailing environment.
This study is an exploratory research that tries to construct a theoretical framework which allows academic and industry researchers to evaluate a digital signage system. To explore the factors affecting consumers’ intention to use digital signage system, this study adopt a mixed research method that combines quantitative survey studies and qualitative grounded theory method. A quantitative research model is built based on qualitative research and literature review. A survey is then conducted with participants having experience interacting with digital signage. Finally, PLS structural equation modeling is used to test the research model. Finding of the research shows that consumers’ adoption intention is affected by affective involvement, flow, and cognitive involvement. The three aforementioned constructs also affected by three external attributes of digital signage-interactivity, individuality, and design aesthetics. This research suggests that enterprises should pay more attention to enhance the external features of digital signage to attract consumers to use such system.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究架構與流程 3
第二章 文獻回顧 5
2.1 行動商務之虛實整合模式 5
2.1.1 行動商務 5
2.1.2 虛實整合 6
2.2 全通路零售 6
2.3 物聯網IoT數位看板系統 7
2.3.1物聯網(Internet of Thing,IoT) 7
2.3.2 整合物聯網技術之IoT數位看板系統之架構 8
2.3.2.1 應用程式(App) 9
2.3.2.2 IoT數位看板(Digital Signage) 9
2.4 資訊科技採納理論 11
2.4.1 理性行為理論 12
2.4.2 期望確認理論 13
2.4.3 計畫行為理論/分散式計畫行為理論 15
2.4.4 社會認知理論 17
2.4.5 科技接受模型/科技接受模型II 19
2.4.6 動機模型 21
2.4.7 結合科技接受模型及計畫行為理論 22
2.4.8 創新擴散理論 23
小結: 25
第三章 研究設計 26
3.1 質性研究 28
3.1.2 質性研究方法之研究架構 29
3.1.3 質化資料蒐集 30
3.1.4 質化資料分析與整理 31
3.2 建立模型架構 33
3.2.1 操作變數定義 37
3.2.2 問卷設計 38
3.2.3 研究假設 41
3.2.3.1 互動性(Interactivity, INT) 41
3.2.3.2 個人化(Individuality, IND) 42
3.2.3.3 設計美學(Design Aesthetics, DA) 42
3.2.3.4 情感涉入(Affective Involvement, AI) 43
3.2.3.5 專注與愉悅度(Flow, F) 43
3.2.3.6 認知涉入(Cognitive Involvement, CI) 44
3.2.3.7 產品經驗導向(Product Experience Oriented, PEO) 44
3.2.3.8 年齡(Age) 44
3.2.3.9 性別(Gender) 45
3.2.3.10 滿意度 45
3.2.4 資料驗證方法 46
第四章 資料分析 47
4.1 敘述性統計分析 47
4.2 測量模型分析 51
4.3 區別效度 53
4.4 結構模型分析與檢定 54
4.5 干擾變數 57
4.5.1 產品經驗導向 57
4.5.2 年齡 58
4.5.3 性別 59
第五章 結論與建議 62
5.1 研究結論 62
5.2 管理意涵 63
5.3 研究限制與建議 64
參考文獻 65
附錄 問卷 76

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