臺灣博碩士論文加值系統

網路普及化和科技快速發展為人類生活帶來許多便利，消費者的購物習慣及消費期望也因此大幅改變。身為全球市場中最重要也最多變的產業之一，零售業採用了許多創新科技，期望改善消費者的購物品質及提高顧客滿意度。本研究延伸了整合性科技接受模型 (UTAUT)，分析探討其四大要素(績效預期、努力預期、社群影響、便利條件)和感知風險對消費者使用創新零售科技的意圖影響，以及在不同市場環境下的比較。本研究透過問卷調查收集120份奧地利及123份台灣有效問卷並使用SPSS系統進行量化統計分析和假設驗證，分析方法包含回歸分析、獨立樣本t檢定以及調節效果分析。問卷研究結果顯示「績效預期」及「便利條件」正面且顯著影響已開發市場及新興市場之消費者對於創新零售科技的態度，而「社群影響」並無顯著影響作用。此外，台灣樣本的態度同時受到「努力預期」的影響。本研究結果顯示消費者對零售科技的態度正面影響其使用意圖，而「感知風險」對於消費者的態度及使用意圖並沒有顯著的調節作用，影響消費者對創新零售科技的態度因素因國家及地區發展不同而異。本研究作為國際市場營運者及投資者未來採用創新科技之參考。

The gaining popularity of internet and the rapid advancement of technology have brought convenience to human life. Consumers’ shopping habits and expectations have thus changed significantly. As one of the most important and fast-changing industries in the global market, the retail sector adopts innovative technologies with the intention to improve consumers’ shopping experience and increase customer satisfaction. With an extended model of the Unified Theory of Acceptance and Use of Technology (UTAUT) that contains perceived risk and the four constructs of UTAUT, i.e., performance expectancy, effort expectancy, social influence, and facilitating conditions, this research analyzes the factors that predict consumers’ intention to use retail innovation and how it differs within different market environments. A questionnaire survey was conducted, with the sample consisting of 120 Austrian and 123 Taiwanese respondents respectively. The data was analyzed and hypotheses were tested using SPSS software with regression analysis, independent samples T-test, and moderation test procedure. The findings of this study indicate that performance expectancy and facilitating conditions have a significant and positive impact on consumer’s attitudes toward retail innovation in both advanced and emerging markets, while social influence has no significant impact on consumers’ attitudes. Furthermore, this research confirms that the attitudes of Taiwanese samples are significantly affected by the effort expectancy. The result shows that consumers’ intention is positively influenced by their attitudes. However, there is no significant moderating effect of perceived risk on the relationship between consumers’ attitudes and usage intention. The findings emphasize that consumers’ attitudes toward retail innovations vary across countries. This research gives suggestions to the marketers who intend to apply innovative technologies in the future and invest in different market environments.

ABSTRACT..........................................................II
TABLE OF CONTENTS.................................................IV
LIST OF TABLES....................................................VII
LIST OF FIGURES...................................................IX
LIST OF ABBREVIATIONS.............................................X
CHAPTER 1 INTRODUCTION............................................1
1.1 Research Background...........................................1
1.2 Research Objective............................................3
1.3 Research Questions............................................5
1.4 Research Process and Structure................................5
CHAPTER 2 LITERATURE REVIEW.......................................6
2.1 Retail Industry Overview......................................6
2.2 Retail Technology.............................................9
2.2.1 Barcode scanner.............................................11
2.2.2 RFID tags...................................................11
2.2.3 Mobile payment..............................................12
2.2.4 Kiosks......................................................12
2.2.5 Self-Service Technology (SST)...............................13
2.2.6 Amazon Go...................................................14
2.3 Food and Grocery Retail Industry in Austria...................15
2.4 Food and Grocery Retail Industry in Taiwan....................17
2.5 Unified Theory of Acceptance and Use of Technology (UTAUT)....21
2.5.1 Performance expectancy......................................24
2.5.2 Effort expectancy...........................................26
2.5.3 Social influence............................................27
2.5.4 Facilitating conditions.....................................28
2.5.5 Intention to use............................................29
2.6 Attitude......................................................30
2.7 Perceived Risk................................................32
CHAPTER 3 RESEARCH METHODOLOGY....................................38
3.1 Research Framework............................................38
3.2 Hypotheses Development........................................39
3.3 Questionnaire Design and Data Collection......................43
3.3.1 Questionnaire design........................................43
3.3.2 Participants................................................43
3.4 Data Analysis.................................................44
3.4.1 Model Validation............................................44
3.4.2 Exploratory factor analysis.................................45
3.4.3 Descriptive analysis........................................45
3.4.4 Linear regression analysis..................................46
3.4.5 Moderator analysis..........................................46
3.4.6 T-test......................................................46
3.5 Measurement Instruments.......................................47
3.5.1 Performance expectancy......................................47
3.5.2 Effort expectancy...........................................47
3.5.3 Social influence............................................48
3.5.4 Facilitating conditions.....................................48
3.5.5 Perceived risk..............................................48
3.5.6 Attitude toward retail innovation...........................48
3.5.7 Intention to use............................................49
CHAPTER 4 DATA ANALYSIS...........................................52
4.1 Sample Descriptive Analysis...................................52
4.1.1 Gender......................................................52
4.1.2 Age.........................................................52
4.1.3 Educational level...........................................53
4.1.4 Monthly income..............................................53
4.1.5 Household...................................................53
4.1.6 Frequency of doing online shopping..........................53
4.1.7 Time spending on online shopping............................53
4.1.8 Frequency of doing grocery shopping.........................53
4.2 Reliability Analysis..........................................56
4.3 Exploratory Factor Analysis (EFA).............................58
4.4 Multiple Linear Regression Analysis...........................61
4.4.1 Hypothesis testing on Austrian samples......................61
4.4.2 Hypothesis testing on Taiwanese samples.....................62
4.5 Single Linear Regression......................................64
4.6 Moderator Analysis............................................66
4.7 T-test........................................................68
CHAPTER 5 CONCLUSION AND RECOMMENDATION...........................73
5.1 Discussion....................................................73
5.2 Implications for Practitioners................................77
5.3 Limitation and Recommendations for Future Research............79
REFERENCES........................................................81
APPENDICES........................................................107

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