探討影響消費者持續使用智慧化無人商店意願之研究

Exploring the Factors Affecting the Continuance Intention to Use Smart Unmanned Stores

郭仁宗(Kuo, Ren-Zong)

《屏東大學學報-管理類》 3期 (2020/12) Pp. 1-26

摘要

隨著人工智慧與物聯網技術的發展與進步，許多企業紛紛推出智慧化無人商店服務，然而，智慧化無人商店的發展卻不如業者們所預期，如何吸引消費者的目光，提高其對智慧化無人商店的接受度，儼然成為業者在推動智慧零售服務的重要課題！為了了解影響消費者使用智慧化無人商店的主要因素，本研究從科技接受模式與創新擴散理論的觀點建構研究模型，並進一步探討認知風險與認知自我效能對於消費者持續使用智慧化無人商店意願的影響。研究結果發現，消費者對智慧化無人商店的認知有用性、認知相容性與認知風險，以及消費者自身的認知自我效能對於他們未來持續使用意願有顯著的影響關係；而消費者的認知自我效能對於認知風險與持續使用意願的關係則具有顯著的調節效果。本文最後針對研究結果分析管理意涵，並提出相關建議與未來研究方向。

關鍵字

智慧化無人商店 ； 持續使用意願 ； 認知自我效能 ； 認知風險

並列摘要

With the advance of Artificial Intelligence and Internet of Things, numerous companies have actively launched smart unmanned stores in recent years. However, the consumers' acceptance and utilization of smart unmanned stores is not as high as expected. How to get consumers' attention and promote consumers to shop in smart stores has therefore become an important issue for companies to make progress in smart retail services. This study proposes a research model that combines technology acceptance model with the innovation diffusion theory to comprehend the influence of perceived risk and perceived self-efficacy on the consumers' acceptance of smart unmanned stores. The results indicate that perceived usefulness, perceived compatibility, perceived risk, and perceived self-efficacy significantly affect consumers' intention to continue using smart unmanned stores. Furthermore, the results also reveal that perceived self-efficacy moderates the relationship between perceived risk and continuance intentions of using smart unmanned stores.

並列關鍵字

Smart unmanned stores ； continuance intention to use ； perceived self-efficacy ； perceived risk