應用擴增實境臉部掃描試戴眼鏡服務之創新抵制因素研究

A Study on the Innovation Resistance Factors of Users Using Face Scanning with Augmented Reality Glasses Try-on Service

張力(Li Chang)

指導教授 ： 施盛寶

淡江大學/商管學院/資訊管理學系碩士班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00771

摘要

近年來擴增實境與臉部掃描技術逐漸成熟，各大企業趕上趨勢對相關產業進行投資研究甚至自行研究開發，造成相關之應用接連推出，重塑了許多過去的產業、服務、想法以及做事方式，但並非每項創新服務或產品都能受到消費者的接受與青睞，故探討消費者對創新之抵制因素相當重要，因為在了解抵制原因後就能進一步避免與改善產品，進而讓消費者從抵制創新到接受創新。因此，本研究以創新抵制理論為基礎，探討使用者對於臉部掃描擴增實境試戴眼鏡服務採用之抵制因素，找出需要特別關注、克服的障礙，另外也將擴增實境技術所帶來的自我臨場感做為調節變數，探討其是否能夠調節各障礙與創新抵制之間的關係，以提供服務業者擬訂行銷方案或改良產品、服務之方向。本研究透過網路問卷調查法蒐集樣本資料，總共蒐集了332份有效樣本，並且利用SmartPLS 3.0的結構方程模式(SEM)來做分析。結果顯示價值障礙、隱私風險障礙、績效風險障礙、傳統障礙以及印象障礙是採用臉部掃描擴增實境試戴眼鏡服務創新抵制的重要因素，而自我臨場感也能調節價值障礙、隱私風險障礙、績效風險障礙以及印象障礙對創新抵制行為意圖之間的影響。

關鍵字

創新抵制 ； 自我臨場感 ； 擴增實境 ； 臉部掃描

並列摘要

In recent years, Augmented Reality and face scanning technology have gradually matured. Major companies have caught up with the trend of investment or research to develop their own innovative products. This results in the continuous launch of related applications and has been reshaping many past industries, services, ideas and ways of doing things. However, not every innovation service or product can be accepted or favored by consumers, so it is very important to investigate consumers’ resistance factors to innovation services. Products can be further improved and make consumers go from resisting innovation to accepting innovation through understanding the reasons for the resistance. Therefore, based on the Innovation resistance theory, this study explored the resistance factors of users using face scanning with Augmented Reality glasses try-on service. In addition, we adopted self-presence as the moderator to explore whether it can moderate the relationship between each barrier and innovation resistance. A total of 332 valid samples were collected through an online survey. We used SmartPLS 3.0 as the structural equation model (SEM) technique to do analysis. The results show that value barrier, privacy risk barrier, performance risk barrier, tradition barrier, and image barrier are important resistance factors of users using face scanning with Augmented Reality glasses try-on service. And self-presence can moderate the effects of value barrier, privacy risk barrier, performance risk barrier, image barrier on innovation resistance.

並列關鍵字

Innovation Resistance ； Self-presence ； Augmented Reality ； Face Scanning

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