臺灣博碩士論文加值系統

近年，亞馬遜正式開幕了無人商店Amazon Go，標榜著拿了就走的快速消費體驗，一開張就立即在全球引起轟動，吸引世界各地的人帶著好奇心來參觀消費，所先帶起的無人商店的新商業型態成為資訊科技中最火紅話題之一。在台灣，超商7-ELEVEN也推出X-Store引起了討論，有報導訪問民眾，有人表示加入會員程序上麻煩或是效率上不如預期。因此本研究目的在於探討影響消費者使用無人商店意圖之因素。
本研究主要是以科技接受模式(Technology Acceptance Model 、 TAM)為基礎，結合 E.M. Rogers(2003)創新擴散理論中的「相對優勢」、「相容性」、「複雜性」、「可試用性」四項變數概念，發展出的研究架構，研究影響消費者使用無人商店進行使用意願之探討，另加入知覺風險、便利性、信任、娛樂性及個人創新性探討無人商店對消費者使用意願之影響。
研究方法採用網路問卷調查法，針對曾看過無人商店之民眾進行問卷調查，透過網路問卷以取得有效問卷，藉由部分最小平方PLS進行驗證，「科技接受模式」、「創新擴散模式」、「知覺風險」、「便利性」、「信任」、「娛樂性」及「個人創新性」之關聯性。驗證結果發現。

1. 「信任」對於無人商店「使用意願」有正向顯著影響。
2. 「個人創新性」對於無人商店「使用意願」有正向顯著影響。
3. 「可試驗性」對於無人商店「使用意願」有正向顯著影響。
4. 「知覺有用性」、「知覺易用性」對於無人商店「使用態度」有正向顯著影響。
5. 「使用態度」對於無人商店「使用意願」有正向顯著影響。
最後依據研究結果，可提供企業創新服務方式規劃參考，提升消費者採用意願。

In recent years, Amazon have officially opened the unmanned store Amazon Go, flaunting the fast-moving experience of buying. That immediately caused a sensation in the world when it opened, many people from all over the world were attracted to visit the consumption with curiosity. There were reports of people that visit to Amazon Go. Some people said that it was troublesome and inefficient to join the membership. The new business model of the store has become one of the hottest topics in information technology.
This research is based on the Technology Acceptance Model (TAM), combined with innovation diffusion theory, that develop a research framework to study the impact of consumers to use unmanned stores.
The research method uses the online questionnaire survey method to conduct questionnaire surveys for people who have used the unmanned store that fueling system’s experience, and obtain valid questionnaires through online questionnaires, and the results are verified by partial least squares PLS.
1. The relationship between the "Trust" and the " Willingness to use " in the unmanned store is significantly positive.
2. The relationship between the "Personal Innovativeness "and " Willingness to use " in the unmanned store is significantly positive.
3. The relationship between the " Testability " and " Willingness to use " in the unmanned store is significantly positive.
4. The effect of Perceived Usefulness and "Perceived Ease of Use" on the "Attitude to use" are significantly positive.
5. The relationship between the " Attitude to use " and " Willingness to use " in the unmanned store is significantly positive .
Finally, based on the research results, it can provide reference for the planning of innovative service methods for enterprises and enhance the willingness of consumers to adopt.

摘要 i
ABSTRACT ii
目 錄 iv
表目錄 vi
圖目錄 vii
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
二、 文獻探討 4
2.1 科技接受模式(Technology Acceptance Model) 4
2.2 無人商店 9
2.3 娛樂性 10
2.4 便利性 11
2.5 信任 11
2.6 知覺風險 12
2.7 個人創新性 12
三、 研究方法 14
3.1 研究架構 14
3.2 研究假說 15
3.3 研究變項操作定義 21
3.4 研究對象與抽樣方法 23
3.5 問卷設計 23
3.6 研究對象與抽樣方法 31
3.7 資料分析方法 31
四、 研究結果 32
4.1 樣本基本資料分析 32
4.2 問項敘述性分析 34
4.3 信度與效度分析 37
4.4 假說檢定 44
4.5 分群檢定分析 47
五、 結論與建議 52
5.1 研究結論 52
5.2 研究貢獻 55
5.3 研究限制與未來研究方向 55
文獻參考 56
中文文獻 56
英文文獻 59
附錄一：問卷 64

中文文獻
1.Chang, K.-L，(2009)，科技接受模型下關係慣性，轉換成本與服務便利性之因果關係探討：以金融服務產業中網路銀行為例.，臺北大學國際企業研究所學位論文，1-149。
2.王麒鈞，(2016)，寵物智慧商店服務項目之消費者偏好與品質屬性探討.，淡江大學企業管理學系碩士班學位論文，1-121。
3.朱玨儒，(2012)，以計畫行為理論，科技接受模式及創新擴散理論探討行動電子書之行為意圖研究，臺中科技大學資訊工程系碩士班學位論文，1-113。
4.何淑熏、林裕淩、吳姮憓，檢驗網路銀行之採用意願—創新擴散理論與科技接受模式之貢獻。
5.周君倚、 陸洛.，(2014)，以科技接受模式探討數位學習系統使用態度-以成長需求為調節變項.，Information Management, 21(1)，83-106。
6.林心湄、傅旋，(2001)，新事物採用因素研究：以台北市有線電視寬頻上網潛在採用者為例，中華傳播學會 2001 年學會論文。
7.徐福德，(2017)，台灣公共電視邁向公共服務媒體之組織認知研究，國立中正大學傳播學系電訊傳播研究所學位論文，1-125。
8.翁秀琪，(2013)，大眾傳播理論與實證，第三版，台北，三民書局。
9.翁瑞迪、方盈潔、馬振剛、張蕙蘭（2006），手機使用者對第三 代行動電話創新採用意願之研究:以台北市大學生為例，中華傳播學會論文。
10.莊秋玉，(2010)，外部線索、知覺品質、知覺價值、與再購意圖之研究-以無人商店為例，國防大學管理學院碩士論文，1-83。
11.張彥淳，(2006)，影響消費者採用行動付款因素之研究，中央大學資訊管理學系碩士在職專班學位論文, 1-122。
12.張雅婷、李賜郎、陳芳萍，(2006)，忠誠度方案對知覺價值及忠誠之影響-以涉入干擾變數，行銷評論,，3(1)，665-688。
13.張雅雯，(2018) ，服飾品牌個性與顧客關係之研究，虛實整合的觀點，國立臺中教育大學文化創意產業設計與營運學系事業經營管理碩士論文，1-137。
14.許仁豪， (2014) ，以科技接受模式探討自助加油服務之接受度，中山大學高階經營碩士班學位論文，1-61。
15.陳姿蓉，(2013)，以科技接受模式探討消費者使用 QR Code 行動支付的行為意圖，國立交通大學管理科學系學位論問，1-72。
16.陳意曼、陳柏宏，(2002)，從創新傳佈的角度探討採用 WAP 電信加值服務之影響因素：以新竹市及台北市為例，台北：中華傳播學會2002年年會。
17.陳廣山，(2000)，人格特質與人口統計變數對網路購物知覺風險，降低知覺風險策略之影響，國立交通大學經營管理研究所論文，1-88。
18.劉財龍，(2009)，價格保證與便利性對購買意願之影響：以零售業為例，行銷評論，6(4)，549-589。
19.劉麟書，(2001)，人際信任整合模型之研究，銘傳大學管理科學研究所，1-89。
20.蕭文龍，(2013)，統計分析入門與應用：SPSS 中文版+ PLS-SEM (SmartPLS)：碁峯資訊。
21.蕭銘雄、鄭曉平，(2008)，以延伸式科技接受模型探討消費者線上投保人壽保險之意願，電子商務學報,，10(1)，1-25。
22.鍾佩君，(2010)，社群媒體與網路對整體新聞環境的衝擊與造成的轉變，傳播研究簡訊，60，34-35。
23.鍾興祺，(2015)，以科技接受模式探討使用者採用 NFC行動支付之意圖，國立高雄應用科技大學企業管理系學位論文，1-63。
 
英文文獻
1.garwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information systems research, 9(2), 204-215.
2.Amihud, Y., & Lev, B. (1981). Risk reduction as a managerial motive for conglomerate mergers. The bell journal of economics, 605-617.
3.Bauer, R. A. (1960). Consumer behavior as risk taking. Chicago, IL, 384-398.
4.Bontis, N. (1998). Intellectual capital: an exploratory study that develops measures and models. Management decision, 36(2), 63-76.
5.Bruner II, G. C., & Kumar, A. (2005). Explaining consumer acceptance of handheld Internet devices. Journal of business research, 58(5), 553-558.
6.Chao, T.-F., Lip, G. Y., Liu, C.-J., Lin, Y.-J., Chang, S.-L., Lo, L.-W., . . . Chung, F.-P. (2018). Relationship of aging and incident comorbidities to stroke risk in patients with atrial fibrillation. Journal of the American College of Cardiology, 71(2), 122-132.
7.Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
8.Compeau, D., Higgins, C. A., & Huff, S. (1999). Social cognitive theory and individual reactions to computing technology: A longitudinal study. MIS quarterly, 145-158.
9.Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224.
10.Dai, H., Salam, A. F., & King, R. (2008). Service convenience and relational exchange in electronic mediated environment: an empirical investigation. ICIS 2008 Proceedings, 63.
11.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
12.Del Bosque, I. R., & Crespo, Á. H. (2008). Antecedentes de la utilidad percibida en la adopción del comercio electrónico entre particulares y empresas. Cuadernos de Economía y Dirección de la Empresa, 11(34), 107-134.
13.Deutsch, M. (1958). Trust and suspicion. Journal of conflict resolution, 2(4), 265-279.
14.Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information systems research, 13(3), 316-333.
15.Duffy, J. (2000). Knowledge management: What every information professional should know. Information Management, 34(3), 10.
16.Farquhar, J. D., & Rowley, J. (2009). Convenience: a services perspective. Marketing Theory, 9(4), 425-438.
17.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
18.Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Services Marketing, 13(1), 59-72.
19.Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), 51-90.
20.Goeke, L., & Pousttchi, K. (2010). A scenario-based analysis of mobile payment acceptance. Paper presented at the 2010 Ninth International Conference on Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR).
21.Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.
22.Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5-13.
23.Hoyer, W., MacInnis, D., & Pieters, R. (2010). Consumer behavior (5th International ed.). Cengage Learning Inc.
24.Huang, E. (2008). Use and gratification in e-consumers. Internet Research, 18(4), 405-426.
25.Hung, S.-Y., Ku, C.-Y., & Chang, C.-M. (2003). Critical factors of WAP services adoption: an empirical study. Electronic Commerce Research and Applications, 2(1), 42-60.
26.Ihab Ahmed Awais, O. K., & Mahmoud Ayash, S. S. A. (2016). Different concepts of national identity in the Palestinian media.
27.Jackson, C. M., Chow, S., & Leitch, R. A. (1997). Toward an understanding of the behavioral intention to use an information system. Decision sciences, 28(2), 357-389.
28.Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR Special Volumes.
29.Jashapara, A., & Tai, W.-C. (2006). Understanding the complexity of human characteristics on e-learning systems: an integrated study of dynamic individual differences on user perceptions of ease of use. Knowledge Management Research & Practice, 4(3), 227-239.
30.Johnson, T. J., & Kaye, B. K. (2004). Wag the blog: How reliance on traditional media and the Internet influence credibility perceptions of weblogs among blog users. Journalism & Mass Communication Quarterly, 81(3), 622-642.
31.Kim, S., & Garrison, G. (2009). Investigating mobile wireless technology adoption: An extension of the technology acceptance model. Information Systems Frontiers, 11(3), 323-333.
32.Kini, A., & Choobineh, J. (1998). Trust in electronic commerce: definition and theoretical considerations. Paper presented at the Proceedings of the thirty-first Hawaii International conference on System sciences.
33.Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & management, 41(3), 377-397.
34.Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision support systems, 29(3), 269-282.
35.Lieberman, J. N. (2014). Playfulness: Its relationship to imagination and creativity: Academic Press.
36.Lu, J., Liu, C., Yu, C.-S., & Wang, K. (2008). Determinants of accepting wireless mobile data services in China. Information & management, 45(1), 52-64.
37.Lu, J., Yao, J. E., & Yu, C.-S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. The journal of strategic information systems, 14(3), 245-268.
38.Luo, M. M., Chea, S., & Chen, J.-S. (2011). Web-based information service adoption: A comparison of the motivational model and the uses and gratifications theory. Decision support systems, 51(1), 21-30.
39.Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. The journal of strategic information systems, 16(4), 413-432.
40.McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The journal of strategic information systems, 11(3-4), 297-323.
41.McLain, D. L., & Hackman, K. (1999). Trust, risk, and decision-making in organizational change. Public Administration Quarterly, 152-176.
42.Mehrtens, J., Cragg, P. B., & Mills, A. M. (2001). A model of Internet adoption by SMEs. Information & management, 39(3), 165-176.
43.Min, H., & Galle, W. P. (2003). E-purchasing: profiles of adopters and nonadopters. Industrial Marketing Management, 32(3), 227-233.
44.Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350-1359.
45.Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
46.Peiris, J., Chu, C., Cheng, V., Chan, K., Hung, I., Poon, L., . . . Chan, C. (2003). Clinical progression and viral load in a community outbreak of coronavirus-associated SARS pneumonia: a prospective study. The Lancet, 361(9371), 1767-1772.
47.Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
48.Rogers, E. M. (1995). Lessons for guidelines from the diffusion of innovations. Joint Commission Journal on Quality and Patient Safety, 21(7), 324-328.
49.Rogers, E. M. (2004). A prospective and retrospective look at the diffusion model. Journal of health communication, 9(S1), 13-19.
50.Rogers, E. M. (2010). Diffusion of innovations: Simon and Schuster.
51.Rotter, J. B. (1980). Interpersonal trust, trustworthiness, and gullibility. American psychologist, 35(1), 1.
52.Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.
53.Tang, S.-M. (2000). An impact factor model of Intranet adoption: an exploratory and empirical research. Journal of Systems and Software, 51(3), 157-173.
54.Taylor, J. W. (1974). The role of risk in consumer behavior: a comprehensive and operational theory of risk taking in consumer behavior. Journal of marketing, 38(2), 54-60.
55.Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings. IEEE Transactions on engineering management(1), 28-45.
56.Triandis, H. C. (1971). Attitude and attitude change (Vol. 8): Wiley New York.
57.Tsai, H.-h. (2012). A Study on the Marketing Strategies of Smart Shops.
58.Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information technology theory and application, 11(2), 5-40.
59.Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.
60.Williams, L. R., Magee, G. D., & Suzuki, Y. (1998). A multidimensional view of EDI: testing the value of EDI participation to firms. Journal of Business Logistics, 19(2), 73.
61.Yang, K. C. (2005). Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and informatics, 22(3), 257-277.
62.Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly journal of electronic commerce, 2(1), 31-45.
63.Yoon, H. J., & Kim, Y. J. (2016). Understanding green advertising attitude and behavioral intention: An application of the health belief model. Journal of Promotion Management, 22(1), 49-70.