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研究生:郭淑惠
研究生(外文):KUO,SHU-HUI
論文名稱:顧客對AI科技商店的信任
論文名稱(外文):Customer trust in AI-based retail stores
指導教授:葉曉萍葉曉萍引用關係
指導教授(外文):YEH,HSIAO-PING
口試委員:歐宗殷李怡慧
口試委員(外文):OU,TSUNG-YINLEE,YI-HUI
口試日期:2020-05-08
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:91
中文關鍵詞:人工智慧信任隱私知覺風險零售商聲譽知覺利益
外文關鍵詞:Artificial IntelligenceTrustPrivacyPerceived RiskRetailer ReputationPerceived Benefit
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隨著人工智慧逐漸受到商業重視,零售商也改變經營模式,例如:從人員協助轉向自助服務與無人商店,支付工具也從現金、信用卡,進化成現在消費者只需要一支智慧型手機,即可快速完成交易。而當消費者在使用這些科技時,交易方也掌握了消費者種種紀錄,並能透過這些紀錄進行數據分析,消費者已經在無形之中,個人隱私存在著被侵犯的風險。
本研究提出當消費者提供隱私資料被 AI 科技商店蒐集後,其對隱私保護概念以及知覺風險,對這類商店的信任影響性。除此之外,還加入消費者的知覺利益及零售商的聲譽對上述的影響。使用 Google 表單做為問卷發放工具,研究對象為學生,一共回收 329 份,並透過 IBM SPSS 25.0 與 IBM SPSS AMOS 20.0 統計軟體進行資料分析。
結果發現,知覺隱私對知覺風險有正向影響、知覺隱私對信任有負面影響、顧客的知覺利益對信任有正面影響、零售商的聲譽對信任有正面影響、以及零售商的聲譽對知覺風險有負向影響。
Drew attention to Artificial Intelligence, retailers tend to leverage AI to change their business models such as, services from staff assistance to self-service and unmanned stores, and payment methods of from cash and credit cards to mobile payment with consumers’ owned smart phones. However, while consumers are using these advanced technologies, retailers tend to collect more consumers’ personal data. It means that consumers are in a risk of privacy invasion.
Therefore, this research aims to investigate the relationship between consumers’ concept about privacy protection, perceived risk and their trust in the retailers who collected their data at the AI-based retail stores. The influence of consumers’ perceived benefits and reputation of retailers are also examined. A Google forms was used for data collection. The study subjects were students. A total of 329 samples were collected. SPSS and AMOS are used for data analyses.
The findings show that consumers’ perceived privacy positively impacts on their perceived risk, and then their perceived privacy certainly influence their trust in the retailers of the AI-based stores. In addition, more consumers’ perceived benefits, greater trust in the retailer as well as; good retailer's reputation positively impacts on consumers’ trust in the retailer. Finally, good retailers’ reputation leads to reduce consumers’ perceived risk.
中文摘要 ------------------------------------------------------------------------------ i
英文摘要 ------------------------------------------------------------------------------ ii
誌謝 ------------------------------------------------------------------------------------ iii
目錄 ------------------------------------------------------------------------------------ iv
圖目錄 --------------------------------------------------------------------------------- vii
表目錄 --------------------------------------------------------------------------------- viii
第壹章 緒論 -------------------------------------------------------------------------- 1
第一節 研究背景 -------------------------------------------------------------------- 1
第二節 研究動機與目的 ----------------------------------------------------------- 3
第貳章 文獻探討 -------------------------------------------------------------------- 5
第一節 顧客知覺利益 -------------------------------------------------------------- 5
第二節 知覺風險 -------------------------------------------------------------------- 7
第三節 知覺隱私 -------------------------------------------------------------------- 10
第四節 信任 -------------------------------------------------------------------------- 10
第五節 零售商聲譽 ----------------------------------------------------------------- 12
第參章 研究方法 -------------------------------------------------------------------- 14
第一節 研究假說與研究架構 ----------------------------------------------------- 14
第二節 變數的定義與衡量 -------------------------------------------------------- 18
第三節 問卷研究對象與資料蒐集 ----------------------------------------------- 25
第四節 資料分析 -------------------------------------------------------------------- 26
第肆章 研究結果 -------------------------------------------------------------------- 28
第一節 描述性統計分析 ----------------------------------------------------------- 29
第二節 信度分析 -------------------------------------------------------------------- 31
第三節 因素分析 -------------------------------------------------------------------- 32
第四節 路徑係數檢定分析 -------------------------------------------------------- 45
第伍章 結論與建議 ----------------------------------------------------------------- 49
第一節 研究結論 -------------------------------------------------------------------- 49
第二節 管理意涵 -------------------------------------------------------------------- 51
第三節 研究意涵 -------------------------------------------------------------------- 53
第四節 研究限制與未來研究方向 ----------------------------------------------- 54
參考文獻 ------------------------------------------------------------------------------ 55
附錄 正式問卷 ----------------------------------------------------------------------- 76
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