- 學位論文
以整合型科技接受模式觀點探究台灣運動彩券官網設置聊天機器人之研究
Study of the Chatbots on Taiwan Sports Lottery Website Based on the Unified Theory of Acceptance and Use of Technology Model Perspective
摘要
台灣運彩為我國唯一合法運動彩券發行機構，在近年營收屢創新高並且營運穩定的情況下，增添便民服務，與創新科技積極結合。本研究以整合型科技接受模式理論為基礎，旨在探討消費者對於台灣運彩官網設置聊天機器人的行為意圖。以具投注經驗之消費者為研究對象，採線上問卷調查方式蒐集資料進行問卷調查，回收有效問卷105份，使用SPSS 23.0軟體，研究採用Cronbach’ s α進行量表信度之考驗，並以描述性統計、獨立樣本t檢定、皮爾森積差相關分析和多元迴歸分析進行資料分析。研究結果如下：一、運動彩券的消費者主要是以「男性」、「30至39歲」、「商」、可支配所得「新臺幣 40,001至60,000元」、「大專院校」學歷者、「未婚」者居多。二、有無台灣運動彩券官網使用經驗在「社會影響」有顯著差異；有無台灣運動彩券官網網路投注使用經驗在「績效預期」與「社會影響」有顯著差異；有無聊天機器人使用經驗在「有利條件」呈現與其他群組具顯著差異。三、整合型科技接受模式中的「績效預期」、「付出預期」、「社會影響」及「有利條件」構面對「行為意圖」皆是顯著正相關。四、整合型科技接受模式的「績效預期」、「社會影響」及「有利條件」構面對「行為意圖」具有顯著的解釋力。本研究建議台灣運彩設置聊天機器人，應有效維護效能、考量使用者方便性、實用性與使用後績效，以增加使用意願，進而提升消費者使用意願並促進擴大服務群眾數量。
並列摘要
Taiwan Sports Lottery, the sole legal sports betting operator in Taiwan, had entered its third issuance period in 2024. With steadily growing revenue and a commitment to enhancing customer services, the company has been actively integrating innovative technologies. This study, grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), aims to investigate the influence of implementing a chatbot on consumers' behavioral intention towards the Taiwan Sports Lottery website. An online survey was conducted to collect data from consumers with betting experience. A total of 105 valid questionnaires were collected. Data analysis was performed using SPSS 22.0, including Cronbach's alpha for reliability testing, descriptive statistics, independent sample t-test, Pearson correlation analysis, and multiple regression analysis. The findings obtained were as follows: 1. The majority of sports lottery consumers were "male," aged "30-39," with a "business" occupation, an income of "NTD 40,001-60,000," a "college" education level, and were "single." ; 2. Significant differences were found in terms of "social influence" between users with and without experience using the Taiwan Sports Lottery website. Significant differences were found in terms of "performance expectancy" and "social influence" between users with and without online betting experience on the Taiwan Sports Lottery website. Users with chatbot experience showed significant differences in "facilitating conditions" compared to other groups. ; "Performance expectancy," "Effort expectancy," "Social influence," and "Facilitating conditions" of UTAUT model were all positively correlated with "behavioral intention." ; 3. "Performance expectancy," "Social influence," and "Facilitating conditions" of UTAUT model significantly explained the variance in "behavioral intention.". The result of this study recommended that Taiwan Sports Lottery should consider implementing a chatbot, focusing on effective maintenance, user-friendliness, and post-use performance to increase consumer usage intention, thereby promoting the expansion of the service population.