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系統識別號 U0026-2207201921033800
論文名稱(中文) The Role of Perceived Sacrifices, Perceived Benefits, and Perceived Security on Consumer Behavioral Intentions in Adopting New Technology: Amazon Go Concept
論文名稱(英文) The Role of Perceived Sacrifices, Perceived Benefits, and Perceived Security on Consumer Behavioral Intentions in Adopting New Technology: Amazon Go Concept
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 107
學期 2
出版年 108
研究生(中文) 黃氏青
研究生(英文) Thi Thanh Hoang
學號 Ra6067625
學位類別 碩士
語文別 英文
論文頁數 69頁
口試委員 指導教授-吳萬益
召集委員-陳正忠
口試委員-王鈿
中文關鍵字 None 
英文關鍵字 Perceived sacrifices  Perceived benefits  Perceived security  Technology Acceptance Model  Value-based Adoption Model  Amazon Go  Just Walk Out technology 
學科別分類
中文摘要 None
英文摘要 This goal of this research is to comprehensively investigate the adoption of Amazon Go application, called Just Walk Out technology. A new model combining VAM (Value-based Adoption Model) and TAM (Technology Acceptance Model) was develop to analyze the impact of various variables extracted from perceived benefits, perceived sacrifices, perceived security, perceived value, trust, attitude of customers on their behavioral intention toward adopting Amazon Go technology. Primary data were collected through Amazon Mechanical Turk (MTurk) by using quantitative questionnaire. The statistical analysis method employed in this study is to apply Structural Equation Modeling to test all hypotheses. The finding reveal that perceived benefits affected both perceived value and attitude of consumers, while perceived sacrifices have a positive influence on perceived value, which in contrast with previous studies, making this result somewhat surprising. Perceived security has a positive impact on trust, but the direct relationship between trust and behavioral intention was found as not supported. However, trust has an indirect positive and significant impact via attitude. At the end of this study, some academic and managerial implication were presented. Research limitations and suggestions based on research results are given for the future study.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Contribution and Objectives. 5
1.3 Research Project and Scope of Study. 6
1.4 Research Procedures. 7
1.5 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background. 10
2.1.1 TAM - Technology Acceptance Model. 10
2.1.2 VAM – Value-based Adoption Model. 12
2.2 Hypotheses Development. 14
2.2.1 The Influence of Perceived Sacrifices on Perceived Value. 14
2.2.2 The Influence of Perceived benefits on Perceived Value and Attitude. 15
2.2.3 The Influence of Perceived security on Trust. 20
2.2.4 The Influence of Perceived Value on Attitude. 21
2.2.5 The Influence of Trust on Attitude. 21
2.2.6 The Influence of Perceived Value on Behavioral Intention. 22
2.2.7 The Influence of Attitude on Behavioral Intention. 23
2.2.8 The Influence of Trust on Behavioral Intention. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 The Research Model. 25
3.2 The Hypotheses of the Study. 26
3.3 Construct Measurement Procedures. 27
3.4 Questionnaire and Sampling Design. 31
3.5 Data Collection. 32
3.6 Data Analysis Procedures. 32
3.5.1 Descriptive Statistical Analysis. 32
3.5.2 Factor Analysis and Reliability Test. 33
3.5.2 Hypothesis Testing. 33
CHAPTER FOUR RESEARCH RESULTS 34
4.1 Descriptive Analysis. 34
4.2 Confirmatory Factor Analysis. 36
4.2.1 Perceived Sacrifices: Technicality and Perceived Fee. 36
4.2.2 Perceived Benefits: Enjoyment, Perceived Usefulness, and Perceived Ease of Use. 37
4.2.3 Perceived Security: Security and Privacy. 38
4.2.4 Perceived Value. 39
4.2.5 Trust. 40
4.2.6 Attitude. 41
4.2.7 Behavioral Intention. 41
4.2.8 Goodness-of-fit Measures for the Measurement Model. 42
4.3 Measurement Result for Research Variables. 44
4.4 Hypotheses Testing. 47
4.4.1 Evaluation of the Measurement Model: Discriminant Validity. 48
4.4.2 Evaluation of Structural Model: Hypotheses Testing. 49
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 55
5.1 Research Discussion and Conclusion. 55
5.2 Academic Implication. 58
5.3 Managerial Implication. 60
5.4 Research Limitation and Future Research Directions. 61
REFERENCES 64
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