以科技接受模式與信任之觀點探究無人駕駛汽車之採用意圖

近年隨著智慧化的時代來臨，各種智慧科技推陳出新，無一不是結合大數據分析、決策的人工智慧科技。傳統汽車也來到了轉型為無人駕駛汽車的歷史分水嶺。本研究欲瞭解台灣消費者對於無人駕駛汽車的現況以及採用意圖，以無駕駛經驗的潛在消費者及具駕駛經驗的消費者作為研究對象，藉由發放紙本及網路問卷模式進行資料蒐集，有效樣本數為457份，以科技接受模式所涵蓋之「知覺有用性」、「知覺易用性」、「接受態度」、「行為意圖」等四個構面結合信任理論之觀點，探究消費者對無人駕駛汽車之採用意圖。本研究結果顯示，消費者對於無人駕駛汽車實用性的評價，取決於車內功能特性是否能夠滿足消費者實用需求；意即消費者對車內功能實用性，能影響其接受態度，甚或採用意圖。除此之外，對品牌形象的信任感亦是影響消費者選車的一大因素。因此，汽車製造商仍須以消費者角度設計車輛功能，符合消費者需求方能達到永續經營的目的。

關鍵字

無人駕駛汽車；人工智慧；科技接受模式；信任；態度；意圖

並列摘要

In recent years, with the advent of the era of wisdom, all kinds of wisdom and technologies are innovating, and they are all artificial intelligence technologies that combine big data analysis and decision-making. Traditional cars have also come to the historical watershed of transformation into driverless vehicles. This research is intended to understand the current situation and intentions of Taiwanese consumers for driveless vehicles, with potential consumers without driving experiences and consumers with driving experiences as research respondents, and data collection by distributing physical pen and pencil paper and online questionnaire methods. Totally, the number of valid samples is 457. The four aspects of “perceived usefulness”, “perceived ease of use”, “attitude toward using” and “behavioral intention to use” covered in the technology acceptance model are combined with the view of trust to explore consumers’ intention to use driverless vehicles. The results of this research showed that the consumer's evaluation of the practicality of the driverless vehicle depends on whether the functional characteristics of the car can meet the practical needs of the consumer; that is, the consumer's practicality of the car's function can affect consumer’s acceptance attitude, or even the intention. In addition, the trust with the product is also a major factor affecting consumers' choice of driverless cars. Therefore, automakers have to design vehicle functions from the perspective of consumers, and meet the needs of consumers in order to achieve sustainable operations.