系統識別號 U0026-0812200914345070
論文名稱(中文) 寵物機器人之消費者科技接受度研究-以Ugobe Pleo為例
論文名稱(英文) Consumer Technology Acceptance of Robot Pets:An Example of Ugobe Pleo
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 蔡易達
研究生(英文) Yi-Ta Tsai
電子信箱 adason@ms29.hinet.net
學號 r4795102
學位類別 碩士
語文別 英文
論文頁數 83頁
口試委員 指導教授-陳淑惠
中文關鍵字 寵物機器人  Pleo  科技接受模式  三維情感衡量表 
英文關鍵字 Pleo  Robot Pets  TAM  PAD 
中文摘要 本研究嘗試透過實證,了解消費者對Ugobe, Pleo的科技接受度及影響其科技接受度的因素。
TAM (Technology Acceptance Model, Davis, 1974) 提供了學者一個簡潔並且合乎具體理論的研究結果,因此在過去的數十年間已被廣泛的應用在測試消費者對創新產品的接受度研究。雖然TAM是一個好的評量工具,但TAM僅侷限在認知面對科技接受度的解釋。
為了更全盤了解影響消費者科技接受度的因素,本研究採用學者建議,加入PAD三維情感衡量表(Pleasure, Arousal 及Dominance)來整合情感面的觀點。Midgley, Dowling, Rogers及Gilles Roehrich均提出消費者的創新性對創新產品的接受度有影響,研究也發現消費者創新性越高的消費者對創新性產品的接受度越高。另外Rogers也提出創新性產品對於其欲取代產品之間的相對優勢越高時,對使用者的採用態度的影響也越大。因此本研究整合了TAM, PAD情感構面,消費者創新性及相對優勢的觀點來探討消費者對採用Pleo的科技接受度。
經過SEM實證分析後,本研究發現知覺有用性、相對優勢及愉悅對使用者的採用態度有正面的影響,使用態度也會影響最終的採用意圖。而知覺易用性、激發及支配對於使用態度的影響並不明顯。最後,本研究也針對寵物機器人(Robot Pet)的產品開發與市場行銷人員提供建議。
英文摘要 This research intends to examine consumer technology acceptance status toward the newest robot pet: Ugobe, Pleo.
TAM theory (Technology Acceptance Model, Davis, 1983) has been broadly cited for providing the parsimonious and theoretically results in past few decades. As the TAM theory stands alone from the point of cognition, recent studies suggest that affection factors should be integrated to deep in the explanation of technology acceptance; as a result, the popular three-dimensions emotional scales: PAD paradigm (Pleasure, Arousal and Dominance, Mehrabian and Russell, 1974) is adopted. The degree of consumer innovativeness (Midgley and Dowling, 1978; Rogers, 1983; Gilles Roehrich, 2006) also influence individual attitude toward adopting new innovations, the relationship in between will be discussed. Rogers (1983) addressed that relative advantage affects the attitude and final intention toward adopting innovations significantly, thus relative advantage is involved.
The SEM was used on testing the causal relationships of proposed research model. The research result suggested that perceived usefulness, relative advantage and pleasure were significantly impacted individual’s attitude toward adoption while perceived ease of use; arousal and dominance were in moderate relationships to attitude toward adoption. The finding also suggested positive relationship between attitude toward adoption and behavior intention to use as TAM stated.
In addition, this research provides several suggestions to practitioners who are interesting on the management of new robot pet development.
中文摘要 ii
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Structure 5
1.4 Research Procedure 6
2.1 The Technology Acceptance Model (TAM) 8
2.2 Relative Advantage 9
2.3 Consumer Innovativeness 10
2.4 The PAD Paradigm 12
2.5 The Consumer Acceptance Technology Model 13
2.5 The Robot Pet Technology 15
2.6 Development of Research Hypothesis 18
3.1 Research Model 24
3.2 Research Hypotheses 26
3.3 Variable Definitions 27
3.4 Construct Measurement 28
3.5 Sampling Plan 34
3.6 Data Analysis Procedure and Methods 35
3.6 Pilot Test 36
4.1 Data Collection 38
4.2 Descriptive Statistics 38
4.3 Factor Analysis 44
4.4 Comparing Variables with Different Backgrounds 47
4.5 Structural Equation Model (SEM) 54
5.1 Conclusions 61
5.2 Managerial Implications 64
5.3 Research Limitations and Future Research 67
Survey Questionnaire 75
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