探討科技接受度、認知負荷對線上購物意圖之影響－以網頁購物與聊天機器人購物為例;Influence of technology acceptance and cognitive load on online purchase intention: An example with webpage shopping and chatbot shopping

NCU Institutional Repository > 管理學院 > 資訊管理研究所 > 博碩士論文 > Item 987654321/77585

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题名:	探討科技接受度、認知負荷對線上購物意圖之影響－以網頁購物與聊天機器人購物為例;Influence of technology acceptance and cognitive load on online purchase intention: An example with webpage shopping and chatbot shopping
作者:	蕭智中;Hsiao, Chih-chung
贡献者:	資訊管理學系
关键词:	網頁購物;聊天機器人;科技接受模式;認知負荷理論;webpage shopping;chatbot;technology acceptance model;cognitive load theory
日期:	2018-07-10
上传时间:	2018-08-31 14:49:05 (UTC+8)
出版者:	國立中央大學
摘要:	隨著電子商務快速發展，聊天機器人 (Chatbot) 所提供的服務已由原本的客服諮詢擴增為提供購物服務。因此，了解消費者對於聊天機器人購物服務的接受度與該功能如何影響消費者購物意願成為當前重要研究議題。本研究運用「科技接受模式 (Technology Acceptance Model) 」與「認知負荷理論 (Cognitive load theory) 」檢驗不同購物模式（網頁/聊天機器人）對消費者購物意圖之影響。本研究透過實驗與問卷調查收集並分析85份有效樣本，並使用T檢定、Partial Least Square和二元邏輯回歸進行資料分析。研究結果顯示網頁購物模式下，使用態度 (Attitude towards using) 與認知負荷 (Cognitive load) 對受測者購物意圖 (Purchase intention) 有顯著正向影響 (p<0.05) ；而聊天機器人購物模式下，僅使用態度 (Attitude towards using) 對受測者購物意圖 (Purchase intention) 有顯著正向影響 (p<0.05) 。本研究結果可幫助發展網頁/聊天機器人購物的廠商作為設計購物流程上的參考，並作為管理者營運決策的參考依據。 ;Rapid progress in e-commerce has added shopping services to the customer services provided by chatbots. Thus, understanding consumer acceptance of chatbots providing shopping services and the influence of this function on the purchase intention of consumers is currently a crucial research topic. This study employed the technology acceptance model and cognitive load theory to examine the influence of different shopping models (webpage/chatbot) on the purchase intention of consumers. Via experiment and questionnaire survey, this study collected and analyzed 85 valid samples. Data analysis was performed using t tests, partial least squares, and binary logistic regression. The results indicate that attitude towards using and cognitive load exerted a significant and positive influence on purchase intention (p<0.05) in the webpage shopping model, whereas only attitude towards using had a significant and positive influence on purchase intention (p<0.05) in the chatbot shopping model. The results of this study can provide reference to companies developing webpage/chatbot shopping for the design of shopping procedures and to managers for operational decisions.
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