臺灣博碩士論文加值系統

由於無人機配送在越南尚處於導入前階段，探討影響消費者接受意願的因素對市場推廣具有關鍵意義。為此，本研究結合科技接受模型（TAM）、創新擴散理論（DOI）及知覺風險架構，建立一整合性模型以分析消費者對無人機配送服務的行為意圖。
研究蒐集248份有效問卷，並運用偏最小平方法結構方程模型（PLS-SEM）進行實證分析。結果顯示，相對優勢與大眾媒體接觸正向影響態度，知覺風險則為顯著負向因子；另技術限制意外展現正向效果，顯示用戶對新技術持樂觀態度。促成條件與社會影響力未達顯著水準。此外，高峰購物時段會削弱態度對意圖的正向影響。
本研究進一步補充現有文獻，驗證了態度在無人機技術早期採用過程中的中介角色。此外，亦提供對於發展溝通策略與建立消費者信任之實務洞見，特別適用於越南等新興市場之推廣情境。

As drone delivery remains in the pre-adoption phase in Vietnam, understanding the determinants of consumer acceptance is crucial for successful market deployment. This study adopts an extended Technology Acceptance Model (TAM), integrated with constructs from the Diffusion of Innovation (DOI) theory and perceived risk framework, to examine consumer behavioral intention toward drone delivery services.
The study analyzed 248 valid responses obtained through a formally designed online questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data, and the findings show that attitude completely explains the link between major perception factors and the intention to use drone delivery. Specifically, relative advantage and mass media exposure positively affect attitude, while perceived risk shows a significant negative impact. Interestingly, technical limitations unexpectedly have a positive effect, suggesting user optimism in the early stages of technology adoption. In contrast, facilitating conditions and social influence were found to be non-significant. Moreover, peak shopping occasions negatively moderate the relationship between attitude and intention, indicating that situational pressures may suppress attitudinal influence.
This study adds to the current literature by confirming the mediating role of attitude in the early adoption of drone technology. In addition, it offers practical insights for developing communication strategies and fostering consumer trust in emerging markets such as Vietnam.

Title page i
Letter of Approval ii
Abstract in Chinese iii
Abstract in English iv
Acknowledgements v
Table of Contents vi
List of Tables ix
List of Figures x
CHAPTER 1. INTRODUCTION 1
1.1 Background of the study 1
1.2 The rise of drone technology 2
1.3 Traffic situation in Vietnam 4
1.4 Research gap and rationale for drone delivery 5
1.5 Research objectives 6
1.6 Structure of the thesis 7
CHAPTER 2. LITERATURE REVIEW 8
2.1 Last mile delivery 8
2.2 Technology acceptance model 9
2.3 Diffusion on Innovations 10
2.4 Theory of Planned Behavior 11
2.5 Hypotheses development 11
2.5.1 Relative advantage 11
2.5.2 Mass media channel 14
2.5.3 Urban Aesthetic Impact 15
2.5.4 Social Influence 16
2.5.5 Facilitating conditions 17
2.5.6 Perceived risks 17
2.5.7 Technical limitations 18
2.5.8 The relationship between Attitude and Intention 18
2.6 Moderation hypothesis 19
2.7 Mediation hypotheses 20
CHAPTER 3. METHODOLOGY 22
3.1 Measurement development 22
3.2 Sampling method and research design 24
3.3 Questionnaire structure 25
3.4 Screening criteria 26
3.5 Questionnaire translation process 26
3.6 Pilot testing 27
3.7 Data analysis methods 27
CHAPTER 4. DATA ANALYSIS AND RESULTS 30
4.1 Data collection statistics and final sample selection 30
4.1.1 Original response count 30
4.1.2 Subgroup filtering 30
4.2 Research model and hypotheses refinement 32
4.2.1 Elimination of Urban Aesthetics 32
4.2.2 Integration of relative advantage 32
4.3 Descriptive statistics 35
4.4 Reliability analysis 38
4.5 Exploratory Factor Analysis (EFA) 42
4.6 Confirmatory Factor Analysis (CFA) 46
4.6.1 Outer loadings 46
4.6.2 Composite reliability and Convergent validity 48
4.6.3 Discriminant validity 50
4.7 Structural model assessment 53
4.7.1 Model fit 53
4.7.2 Coefficient of Determination (R2) 54
4.7.3 Predictive relevance (Q2) 54
4.8 Hypothesis testing 55
4.8.1 Primary hypotheses testing 55
4.8.2 Additional direct effect analysis 58
CHAPTER 5. DISCUSSION 61
5.1 Research discussion 61
5.2 Discussion of hypotheses testing results 61
5.2.1 The results of Relative Advantage 61
5.2.2 The results of Facilitating Conditions 62
5.2.3 The results of Social Influence 63
5.2.4 The results of Mass Media Channel 64
5.2.5 The results of Perceived Risk 64
5.2.6 The results of Technical Limitations 65
5.2.7 The results of Attitude - Intention relationship 66
5.2.8 The results of the moderating role of Peak Shopping Occasions 66
5.2.9 The results of the mediating role of Customer Attitude 67
CHAPTER 6. CONCLUSION 69
6.1 Summary of key findings 69
6.2 Theoretical implications 70
6.3 Practical implications 70
6.4 Limitations and future research 71
REFERENCES 74
APPENDIX A 85
APPENDIX B 89

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