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標題: | 探討高齡者新科技購物意圖的影響因素-以無人商店為例 Exploring the Influencing Factors of Elders’ Consuming Intention in the New Technological Era: Taking the Self-Service Store as an Example. |
作者: | Wei-Chun Hung 洪維君 |
指導教授: | 王淑美(Shu-Mei Wang) |
關鍵字: | 高齡消費者,科技接受模式,創新傳布,無人商店,結構方程式, Senior consumers,Technology Acceptance Model,Diffusion of Innovation theory,Self-service Store,structural equation model, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 近年來隨著科技進步,消費習慣從實體購物、網路購物,到最新的無人商店,隨著人臉辨識、無紙化支付,讓無人商店成為趨勢。然而在無人商店相關文獻中,研究標的多以年輕族群為主,鮮少有人研究高齡消費者作為研究對象,對於高齡消費者對於科技接受的程度所之甚少。為彌補上述的知識缺口,本研究利用科技接受模式、創新傳布為理論基礎,針對高齡消費者的無人商店採用因素進行深入探討,以65歲以上高齡者為研究對象,透過問卷調查法的方式進行研究,並以因素分析歸納出由科技接受模式、創新傳布衍伸整合出的七個構面,接著以因素分析與結構方程式進行深入分析探討。
研究結果顯示高齡消費者對於無人商店的知覺有用性、知覺易用性、態度、意圖的認同度在性別上存在顯著差異;是否任職於工作在知覺有用性與相容性上存在顯著差異;不同居住地除在可觀察性外,皆不存在顯著差異;購物經驗在認知有用性、可觀察性、態度、意圖皆存在顯著差異。此外,確認結構方程的分析結果與國內外文獻大致相符,知覺有用性、知覺易用性、態度會顯著正向影響高齡者對於無人商店之採用,而設會影響則對於台灣高齡者採用無人商店意圖有負向影響。本研究進一步對不同族群,如:性別、居住地、科技使用頻率做更深入的分析。女性較男性較不會受到社會影響;居住於都市之高齡者較在意知覺有用性、居住於非都市之高齡者較在意科技之知覺易用性;較常使用科技的高齡者受到態度顯著正向影響。最後本針對無人商店對於高齡設計提供具體建議,以期能夠讓新科技更融入高齡者消費生活中。 In recent dacades, the teachnology brings out the great change of the way cosume. From the traditional way, doing shopping at the grocery stores and paying by the paper money, then it came up new way of paying-by credit card, and even shopping online. As the e-commerce has developed rapidly, yet still not coommonly be used due to some of the obstacles. Therefore, to converge the advantage of both new teachnology and traditional shopping experience,the self-serivce store has become a new trend in nowadays. Considerable body of literature examines examine the relationship between new technology and mostly young people. However, few focues on the senior consumers and the technology acceptance for the elderly consumers is even less. To fulfill the knowledge gap mentioned above, this study adopts the technology acceptance model and diffusion of innovation theory examines the self-service store acceptance of senior consumers. Special attentions have been paid to senior people over 65 years old. In aligned with literature, this study summarizes the seven facets derived from the technology acceptance model and diffusion of innovation theory, and analysis of variance and structural equation model is adopted for further analysis. The results show that the perceived of usefulness, perceived ease of use, attitude and intention of self-service store are significantly different in gender. In addition, there is a significant difference in the perceived of usefulness and compatibility of work in employment. There is also significant difference in the residential location, the elder who live in the city side might get influence by the perceived of usefulness, on the other hand, the elder livein the county side might be influenced by the perceived of ease of use. Shopping experience has significant differences in perceived of usefulness, observability, attitude, and intention. In order to obtain more insights on this issue, this study further separates our samples by characteristics of senior consumers, such as gender, residential areas, and frequency of technology use. Finally, some suggestions and implications have been drawn to improve the new technology developing for senior-friendly. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71795 |
DOI: | 10.6342/NTU201804298 |
全文授權: | 有償授權 |
顯示於系所單位: | 生物產業傳播暨發展學系 |
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