以TAM觀點探討消費者對使用智慧型販賣機購買小農有機產品之使用意圖

Applying the Technology Acceptance Model (TAM) to Explore Consumers' Usage Intention of Smart Vending Machines - A Case of Small-Scale Organic Farmers' Products

本研究旨在探討消費者對智慧型販賣機販售有機小農產品之使用意圖與關鍵影響因素，問卷設計包括個人背景變項、便利性、知覺易用性、知覺有用性、使用態度、使用意圖、知覺風險與有機認同度等八個部分。研究對象為國內消費者，計回收有效問卷522份。研究結果發現：女性對有機認同度顯著高於男性、不同年齡層對使用的便利性與知覺易用性有所差異、有機農產品的購買頻率僅對知覺易用性與知覺風險無顯著差異、智慧型販賣機使用頻率會影響使用態度、設置地點影響知覺有用性與知覺易用性；便利性正向影響知覺易用性；便利性與知覺易用性均正向影響知覺有用性；知覺有用性與知覺易用性均正向影響使用態度；除了知覺風險外，知覺有用性、使用態度、有機認同度均正向影響使用意圖。

The purpose of this study was to investigate consumers’intentions and the key influencing factors of the use of smart vending machines to sell small-scale organic farmers' products. 522 valid questionnaires were collected from domestic consumers. The survey instrument was divided into eight sections, including basic personal information, convenience, perceived ease of use, perceived usefulness, attitude toward use, behavioral intention to use, perceived risk and identification of organic agricultural products. The major findings suggested that women could identify organic agricultural products much better than men, convenience and perceived ease of use were different among different age groups, and there was no significant difference in the perceived ease of use and perceived risk of frequently purchasing organic agricultural products. The frequency of use of smart vending machines was found to affect the attitude toward use, and their location affected the perceived usefulness and ease of use. Convenience was found to positively affect perceived ease of use; convenience and perceived ease of use positively affect perceived usefulness; both perceived usefulness and perceived ease of use positively affect attitude toward use. In addition to perceived risk, perceived usefulness, attitude toward use, and organic agricultural products identification all positively affect the behavioral intention to use smart vending machines.