無人商店之自助科技使用意圖：期望確認理論與創新擴散理論之整合模型

近年來，台灣便利商店目前呈現飽和的狀況下，各個便利商店大公司紛紛尋找、開發不同類型的市場、經營模式也有所不同，結合高科技的技術打造自助服務科技，所以引入新零售無人商店正式進入台灣市場，帶來新的機會及挑戰。因此本研究針對無人商店的各項系統進行探討，整合期望確認理論和創新擴散理論，對於使用無人商店系統的使用者，了解有哪些因素會導致使用者持續到無人商店消費。本研究採用問卷調查方法，須要使用過無人商店系統之消費者，合計共得到248份有效問卷。針對在無人商店中，具有使用或購物經驗之消費者，調查消費者的相關影響因素，以其能了解消費者，是否有持續使用意圖。研究結果發現，顧客經由上次的交易感到滿意，且使用過系統也覺得有用，也符合內心最初對於無人商店的期望，顧客才會持續使用無人商店系統。

關鍵字

無人商店；自助服務科技；期望確認理論；創新擴散理論；個人創新特質

並列摘要

In recent years, Taiwan’s convenience stores are currently saturated, and various companies are looking for and developing different types of markets and business models. They combine high technology to create self-service technology, so the new retail unmanned store is entering Taiwan to bring new opportunities and challenges. Therefore, this study explores the various systems of unmanned stores, integrates the theory of Expectation Confirmation Theory and Innovation Diffusion Theory. For users of unmanned store systems, want to know the factors that causing users to continue to consume. This research adopts a survey method, which required consumers who used the unmanned store system. 248 valid questionnaires were obtained. For unmanned stores, consumers to experience, investigate the influencing factors, and find out whether there is a continuing use intention. The study found that the customer was satisfied and useful from the last transaction, and the same as initial expectations, customers will continue to use the unmanned store system.

並列關鍵字

Unmanned Store ； Self-Service Technology ； Expectation Confirmation Theory ； Innovation Diffusion Theory ； Personal Innovativeness

參考文獻

Agarwal, R., & Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24(4), 665-694.

中文文獻