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研究生:何佩璇
研究生(外文):HO, PEI-HSUAN
論文名稱:影響無人零售商店使用意願之因素
論文名稱(外文):Factors Influencing the Use Intention of Unmanned Retail Stores
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):CHIU, YEN-TING
口試委員:陳宥杉李婉怡
口試委員(外文):CHEN,YU-SHANLEE,WAN-I
口試日期:2020-06-17
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:82
中文關鍵詞:無人商店UTAUT感知價值智慧零售X-Store
外文關鍵詞:Unmanned StoreUTAUTPerceived ValueSmart RetailingX-Store
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隨著新技術的發展,工作力短缺問題也隨著出生率的下降而出現。技術有助於改善人類的生活,減輕員工的負擔,用技術為人們帶來方便。這就是為什麼在臺灣建立無人商店X-Store,以智慧零售概念創造更有價值的服務和購物體驗。本研究影響無人零售商店使用意願之因素,以台灣X-Store為資料。本研究的目的是以整合性科技接受度模型(UTAUT)來探討消費者對於使用無人商店(X-Store)使用意願進行實證性的研究與討論。本研究以台灣消費者為對象,利用 UTAUT 模型與作為基礎,並加上感知價值因素構面來解釋消費者對於在X-Store消費的使用意願。此外,本研究亦進一步將研究樣本分群為性別與年齡族群藉此比較不同群體之間的行為差異。 本研究透過網路問卷進行問卷收集及發放,共收集214份有效問卷。研究使用 SPSS 作為統計分析工具,研究結果發現: 「努力期望」、「社會影響」、「配合條件」和「感知價值」對於使用意願有顯著影響,「績效期望」則不顯著。 在這五個構面底下,差異分析指出性別對「配合條件」有顯著的影響, 又以男性比女性顯著;年齡對這五個構面指出年齡的不同會對「績效期望」、「努力期望」、「配合條件」和「感知價值」產生顯著的影響,其中以45歲以下的使用者大於46歲以上的使用者,「社會影響」則沒有顯著的差異。本研究最後對零售業者提出管理意涵和建議。

New technologies can help solve the problem of shortage of labor also the decling birthrate. Technology helps to improve human’s life and reduce the burden on the staff and bring convenience to people. That’s why unmanned rerail store X-Store established in Taiwan to create more valuable services and shopping experiences based on smart retailing. The purpose of this study is to examine the impact of unmanned store, X-Store on customer’s behavioral intentions. It uses the Unified theory of acceptance and use of technology (UTAUT) model as a basis, and add a perceived value factor to explain customer willingness to use the X-Store. In addition, the study further divided the sample groups into gender and age groups to compare behavioural differences between different groups. The study collected 214 valid questionnaires through online questionnaires. Using SPSS as a statistical analysis tool, the results of the study show that effort expectancy, social influence, facilitating conditions and perceived value have a significant impact on behavioral intention to use X-Store. However, performance expectancy is not significant. Further, the finding showed that gender had a significant effect on facilitation conditions and the respondents below 45 years old’s performance expectancy, effort expectancy, facilitating conditions and perceived value are significantly higher than the age who are more than 46 years old and there is no significant difference in social influence. This research concludes with managerial implications and suggestions for retail practitioners
Abstract Chinese Version i
Abstract English Version ii
Acknowledgements iii
Table of Contents iv
List of Table vi
List of Figures vii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 5
1.3 Research Process 5
CHAPTER 2 LITERATURE REVIEW 7
2.1 Retail Industry Overview 7
2.1.1 Smart Retail Technology 9
2.2 Retail Convenience Store Industry in Taiwan 10
2.3 Unmanned Store 12
2.3.1 X- STORE 13
2.3.2 Vending Machine and major competitors 16
2.4 Unified theory of acceptance and use of technology (UTAUT) 19
2.5 Perceived Value 22
CHAPTER 3 HYPOTHESIS AND METHODOLOGY 24
3.1 Research Framework 24
3.2 Research Hypotheses 25
3.2.1 The relationship of performance expectancy to behavioral intention 25
3.2.2 The relationship of effort expectancy to behavioral intention 25
3.2.3 The relationship of social influence to behavioral intention 26
3.2.4 The relationship of facilitating conditions to behavioral intention 26
3.2.5 The relationship of perceived value to behavioral intention 27
3.2.6 T-test based on gender 28
3.2.7 Anova test based on age 29
3.3 Questionnaire Design and Data Collection 29
3.3.1 The Questionnaire 29
3.3.2 Data Collection 32
3.4 Data Analysis 32
3.4.1 Descriptive Analysis 32
3.4.2 Reliability Test 33
3.4.3 Exploratory Factor Analysis (EFA) Test 33
3.4.4 Regression Analysis 34
3.4.5 Independent sample T-Test 34
3.4.6 ANOVA Test 34
CHAPTER 4 DATA ANALYSIS & RESULTS 36
4.1 Descriptive Analysis 36
4.2 Reliability Test 39
4.3 Validity Test 41
4.4 Hypotheses Test 43
4.5 Independent Sample t-test 45
4.6 ANOVA Test 47
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 51
5.1 Introductions 51
5.2 Managerial Implication 55
5.3 Research Limitation and Future Research 59
REFERENCE 60
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