以科技接受模式探討消費者對智慧型無人商店使用行為之研究

本研究以科技接受模式為基礎，期望藉由分析智慧型無人商店的現況及其科技接受模式，研究從五個構面設計問卷，以智慧型無人商店消費者為對象，共蒐集452份問卷，有效問卷452份，主要研究分析結果為:（1）智慧型無人商店的主要使用者以壯年專科學歷之女性軍警消人員居多；(2)在平均數差異性方面，20~30歲平均數高於其他的使用者，消費次數低於5次平均數高於其餘使用者，年收入40萬元~60萬元的使用者平均數高於其餘使用者，消費誘因以不需與店員接觸、方便消費、新鮮感平均數高於其餘使用者；(3）智慧型無人商店科技接受模式之驗證－「認知易用性」對「認知有用性」有顯著的正向影響；「認知有用性」及「認知易用性」對「使用態度」有顯著的正向影響；「認知有用性」、「使用態度」對「使用意圖」有顯著的正向影響；「使用意圖」對「實際使用」有顯著的正向影響，結果均支持本研究架構。研究結果可提供未來相關公司行號建置及經營智慧型無人商店之參考依據。

關鍵字

智慧型無人商店；科技接受模式；正向影響

並列摘要

This study analyzed the current situation of intelligent unmanned stores and their technology acceptance model. A total of 452 questionnaires were collected with 452 valid questionnaires. The main findings of the study are: (1) the main users of smart unmanned stores are middle-aged female officers in the military, police, and fire departments; (2) in terms of mean level, those aged 20~30 are more satisfied than others. Those who spent less than 5 times are more satisfied than the rest. Those with annual income between NT$400,000 and NT$600,000 are more satisfied than the rest. Those who consume because of no contact with store staff, convenient consumption, and freshness have higher mean than the rest of users; (3) The test of technology acceptance model of smart unmanned stores - "cognitive ease of use" has a significant positive impact on "cognitive usefulness." "Cognitive usefulness" and "cognitive ease of use" have a significant positive effect on "usage attitude". "Cognitive usefulness" and "usage attitude" have a significant positive effect on "usage intention". The results support the framework of this study. The results of the study may serve as a reference for future companies to build and operate intelligent unmanned stores.