臺灣駕駛對先進駕駛輔助系統之接受度研究： 品牌信譽與感知價值的作用

Abstract

面對先進駕駛輔助系統（ADAS）日益普及，但臺灣駕駛熟悉度相對偏低的現況，本研究以整合科技接受模型（Unified theory of acceptance and use of technology, UTAUT）為理論基礎，引入「品牌信譽」與「感知價值」兩項價值導向構念，以探討影響駕駛採用 ADAS 之心理機制。透過 289 份有效樣本，採用偏最小平方法結構方程模型（PLS–SEM）進行分析，得到三項主要結果：第一，績效預期與品牌信譽對感知價值具最強正向影響；第二，感知價值為技術評估與採用意圖之核心中介，能有效傳遞績效預期與品牌信譽對意圖的影響；第三，社會影響與品牌信譽能直接推動採用意圖，凸顯外部訊號在資訊不對稱情境下的重要角色。理論層面，本研究為品牌訊號與感知價值中介機制在 ADAS 採用情境中提供了初步實證；實務層面，本研究結果可作為車廠與政策單位制定 ADAS 推廣與教育策略之參考基礎。

Faced with the increasing popularity of Advanced Driver Assistance Systems (ADAS) and the relatively low level of familiarity of drivers in Taiwan, this study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by integrating two value-oriented constructs, Brand Credibility and Perceived Value, to investigate the psychological mechanisms underlying ADAS adoption. Using 289 valid responses and applying partial least squares structural equation modeling (PLS SEM), three key findings emerge: First, Performance Expectancy and Brand Credibility have the strongest positive influence on Perceived Value. Second, Perceived Value functions as a pivotal mediator between technical evaluation and behavioral intention, effectively transmitting the influences of Performance Expectancy and Brand Credibility to intention. Third, Social Influence and Brand Credibility exert significant direct effects on behavioral intention, underscoring the importance of external signals in information asymmetric contexts. Theoretically, the results provide initial empirical support for incorporating brand signals and value-based mechanisms into ADAS acceptance models. Practically, the results provide actionable insights for manufacturers and policymakers in formulating ADAS promotion and driver-education strategies.