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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 簡睿哲 | zh_TW |
| dc.contributor.advisor | Ruey-Jer Jean | en |
| dc.contributor.author | 龔亭安 | zh_TW |
| dc.contributor.author | Ting An Kung | en |
| dc.date.accessioned | 2025-08-21T16:50:03Z | - |
| dc.date.available | 2025-08-22 | - |
| dc.date.copyright | 2025-08-21 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-07-31 | - |
| dc.identifier.citation | Blut, M., Chong, A. Y. L., Tsiga, Z., & Venkatesh, V. (2022, January). Meta-analysis of the unified theory of acceptance and use of technology (UTAUT): challenging its validity and charting a research agenda in the red ocean. Association for Information Systems.
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Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. 交通部路政及道安司（2025）。113年全國小型車為第一當事者事故肇因統計。上網日期：2025年6月15日。檢自：https://roadsafety.tw/AccAgeI26CauseOrder?type=肇因分析 交通部統計處（2023）。自用小客車使用狀況調查報告。上網日期：2025年6月16日。檢自：https://www.motc.gov.tw/ch/app/data/view?module=survey&id=56&serno=202310310000 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99213 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-08-21T16:50:03Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-08-21T16:50:03Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 中文摘要 I
英文摘要 II 目次 III 圖次 VI 表次 VII 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究流程 3 第二章 文獻回顧 5 2.1 技術背景： 先進駕駛輔助系統（ADAS） 5 2.1.1 自動駕駛技術概述 5 2.1.2 先進駕駛輔助系統（ADAS）功能與效益 6 2.2 使用者接受理論 8 2.2.1 科技接受模型（TAM） 8 2.2.2 整合科技接受模型（UTAUT） 9 2.2.3 模型選擇理由 10 2.3 UTAUT 模型 11 2.3.1 UTAUT 核心架構 11 2.3.2 UTAUT 於自動駕駛領域的擴充現況 11 2.3.3 UTAUT 於自動駕駛領域的研究缺口 12 2.4 新構面之理論基礎 13 2.4.1 品牌信譽 13 2.4.2 感知價值 14 2.5 小結 14 第三章 研究架構與假說 15 3.1 研究架構 15 3.2 研究假設 16 3.2.1 績效預期—感知價值 16 3.2.2 努力預期—感知價值 17 3.2.3 社會影響—感知價值 17 3.2.4 促進條件—感知價值 18 3.2.5 品牌信譽—感知價值 19 3.2.6 感知價值—行為意圖 19 3.2.7 調節變項 20 第四章 研究方法 21 4.1 問卷設計 21 4.1.1 研究構面定義 21 4.1.2 題項設計 22 4.1.3 問卷呈現 24 4.1.4 問卷蒐集流程 24 4.2 研究分析方法 25 第五章 研究結果 26 5.1 樣本敘述性統計分析 26 5.2 信效度分析 27 5.2.1 信度分析 27 5.2.2 效度分析 28 5.3 結構模型分析 31 5.3.1 指標共線性 31 5.3.2 主路徑分析 31 5.3.3 中介效果分析 34 5.3.4 調節效果分析 35 5.3.5 模型解釋力與預測力 36 5.4 模型穩健性檢定 37 第六章 結論與建議 42 6.1 研究結論 42 6.2 理論意涵與管理意涵 44 6.2.1 理論意涵 44 6.2.2 管理實務意涵 44 6.3 研究限制與未來研究方向 45 參考文獻 47 附錄一：問卷 53 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 先進駕駛輔助系統（ADAS） | zh_TW |
| dc.subject | 整合科技接受模型（UTAUT） | zh_TW |
| dc.subject | 品牌信譽 | zh_TW |
| dc.subject | 感知價值 | zh_TW |
| dc.subject | UTAUT | en |
| dc.subject | ADAS | en |
| dc.subject | Perceived Value | en |
| dc.subject | Brand Credibility | en |
| dc.title | 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 | zh_TW |
| dc.title | A Study on Taiwanese Drivers' Acceptance of Advanced Driver Assistance Systems: The Role of Brand Credibility and Perceived Value. | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 何筱文;劉佳玲 | zh_TW |
| dc.contributor.oralexamcommittee | Hsiao-Wen Ho;Chia-Ling Liu | en |
| dc.subject.keyword | 先進駕駛輔助系統（ADAS）,整合科技接受模型（UTAUT）,品牌信譽,感知價值, | zh_TW |
| dc.subject.keyword | ADAS,UTAUT,Brand Credibility,Perceived Value, | en |
| dc.relation.page | 59 | - |
| dc.identifier.doi | 10.6342/NTU202502308 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2025-08-05 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 國際企業學系 | - |
| dc.date.embargo-lift | N/A | - |
| 顯示於系所單位： | 國際企業學系 | |
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