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研究生:陳淑緣
研究生(外文):CHEN, SHU-YUAN
論文名稱:「顧客對智慧物件互動經驗組合層級」對顧客行為效果之影響-以顧客與智慧物件的科技壓力與行前期望為干擾變數
論文名稱(外文):Explore the Effect of Customer Engagement in“The Levels of Customer Experience to Smart Objects” - Technostress and Expectations of Customers as Moderators
指導教授:耿慶瑞耿慶瑞引用關係
指導教授(外文):KENG, CHING-JUI
口試委員:耿慶瑞劉祐綸江啟先
口試委員(外文):KENG, CHING-JUILIU, YU-LUNCHIANG, CHI-HSIEN
口試日期:2020-06-10
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:111
中文關鍵詞:集合理論顧客投入行前期望科技壓力
外文關鍵詞:Assemblage theoryCustomer EngagementTechnostressExpectation
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隨著現今的物聯網蓬勃發展,透過資料擷取以及通訊能力,連結實體物件與虛擬數據,進行各類控制、偵測、識別及服務等。顧客與智慧物件互動頻繁時,引起顧客對智慧物件感興趣,滿足想獲得目的的慾望,然而顧客對智慧物件互動經驗組合層級對顧客投入影響,是否會受到顧客的行前期望與科技壓力干擾而有所變化,此部分的相關文獻確實鮮少,因此本研究探討其對顧客行為效果的顧客投入所可能影響的面向,互動經驗組合層級的特質,顧客行前的期望與在使用科技技術時的壓力心理,並進一步探討顧客與智慧物件互動經驗組合層級、行前期望及科技壓力之間的交互關係。
本研究結果發現,互動經驗組合層級會對行為效果-顧客投入造成影響,且受到不同行前期望與科技壓力的影響,當顧客與智慧物件為互動層級「高」時,有著較高的顧客投入行為效果,顧客在不同程度的行前期望下,對互動經驗組合層級與行為效果-顧客投入有交互作用,而當觀眾有著高科技壓力時,若進行低行前期望比較,則顧客與智慧物件為互動層級「高」,對於行為效果-顧客投入的影響會低於互動層級「低」。

Because the development of Internet of Things, the interactivity is the main factor of the Internet of Things process. But different interactivity will have different effects on customer engagement .
Therefore, this thesis explores the relationship between agentic and communal of consumer to object experience and customer engagement, and use technostress and expectation as moderators to observe whether these factors will influence the customer to have different experience on Internet of Things. The result shows that there are direct effects for two moderators between interactivity and customer engagement.

目錄

摘要 ii
ABSTRACT iii
誌謝 iv
目錄 v
表目錄 ix
圖目錄 xii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 8
1.3 研究流程 9
第二章 文獻探討 11
2.1 物聯網(Internet of Things, IoT) 11
2.2 智慧音箱 13
2.3 集合理論(Assemblage theory) 16
2.4 社交顧客投入經驗(Social Customer Engagement Experience) 19
2.5 行前期望 22
2.6 科技壓力(Technostress) 25
2.7 顧客投入理論(Customer Engagement) 27
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假說 35
3.2.1 顧客與智慧物件互動經驗組合層級對顧客投入的影響 35
3.2.2 行前期望對顧客與智慧物件互動經驗組合層級的顧客投入之干擾 36
3.2.3 科技壓力對顧客與智慧物件互動經驗組合層級的顧客投入之干擾 38
3.2.4 科技壓力與行前期望對顧客與智慧物件互動經驗組合層級的顧客投入影響之干擾 40
3.2.5 科技壓力、行前期望與顧客與智慧物件互動經驗組合層級三者之交互作用效果 43
3.3 研究設計 44
3.3.1 樣本選擇 44
3.3.2 實驗平台與實驗產品 46
3.3.3 在親和型角色下,顧客與智慧物件互動經驗組合層級設計 47
3.3.4 行前期望設計 50
3.3.5 科技壓力設計 52
3.3.6 顧客投入之衡量 53
3.4 信度與效度 54
3.5 實驗環境設計與流程 56
第四章 資料分析結果 58
4.1 樣本特性描述 58
4.1.1 受測者人口統計資料描述 58
4.2 信效度分析 60
4.3 隨機性檢測 63
4.4 操弄檢驗 64
4.4.1 互動經驗組合層級操弄檢驗 64
4.4.2 行前期望操弄檢驗 65
4.5 假說驗證 65
4.5.1 假說H1檢定 65
4.5.2 假說H2檢定 67
4.5.4 假說H4及H5檢定 71
4.5.5 假說H6檢定 75
4.6 討論 75
第五章 結論與建議 78
5.1 研究結論 78
5.2 學術與實務意涵 81
5.2.1 學術意涵 81
5.2.2 實務意涵 82
5.3 研究限制與未來研究建議 84
參考文獻 86
附錄 98
A實驗問卷 98
B實驗腳本 103
C實驗影片畫面 110


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