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

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蕭智中(Chih-chung Hsiao) 查詢紙本館藏

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資訊管理學系

論文名稱

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)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 網頁購物
★ 聊天機器人
★ 科技接受模式
★ 認知負荷理論

關鍵字(英)

★ webpage shopping
★ chatbot
★ technology acceptance model
★ cognitive load theory

論文目次

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
ㄧ、緒論 1
1.1 研究背景 1
1.2 研究動機 1
1.3 研究目的 2
二、文獻探討 3
2.1 科技接受模式 3
2.2 認知負荷理論 4
2.3 資訊來源與資訊特徵 5
2.4 聊天機器人 6
三、研究方法 7
3.1 研究架構 7
3.2 研究假設 8
3.3 資料來源 9
3.4 問卷設計 9
3.5 問卷調查 10
3.6資料分析方法 13
四、研究結果 14
4.1 敘述性統計 14
4.2 常態性檢測 14
4.3 信度分析 14
4.4 區別效度分析 16
4.5 差異性檢定 18
4.6 PLS分析 24
4.7 路徑分析 26
五、結論與建議 34
5.1 研究結果 34
5.2 研究貢獻 36
5.3 研究限制與未來建議 37
參考文獻 38
附錄一 41
各構面之操作型定義 41
附錄二 42
問卷題目與PLS變數之因素負荷量 42

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指導教授

林熙禎許文錦

審核日期

2018-7-10

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