信任、產品涉入及知覺風險對無人AI咖啡機消費意願之影響

The Influence of Trust, Product Involvement and Perceived Risk on Consumption Intention of Unmanned AI Coffee Machine

根據財政部資料，台灣一年有700億的咖啡商機，相當於一年喝掉28.5億杯咖啡。隨著人工智慧（Artificial Intelligence）技術的持續進步，市面上出現具有人工智慧技術，能夠模仿世界冠軍咖啡師沖泡手法的無人AI咖啡機。此種有別於傳統的新型態科技咖啡，消費者的消費意願是否會受信任、產品涉入、知覺風險等變數影響，是本研究所要探究的議題。
本研究採取便利抽樣法，透過網路問卷調查方式，共回收有效問卷680份，經SPSS軟體分析顯示︰無人AI咖啡機產品涉入對信任、信任對消費意願及產品涉入對消費意願等皆有顯著正向影響關係；信任對知覺風險及知覺風險對消費意願皆有顯著負向影響關係；而產品涉入對知覺風險無顯著影響關係。綜合各項分析結果發現，提高無人AI咖啡機產品涉入可以增加消費者信任及消費意願，維持機器穩定減少故障，有助於降低消費者知覺風險提高消費意願。

According to the Ministry of Finance, Taiwan has 70 billion coffee business opportunities in one year, equivalent to 2.85 billion cups of coffee consumed a year. With the continuous progress of Artificial Intelligence technology, there are unmanned AI coffee machines on the market, which can imitate the brewing methods of world champion baristas. This is different from the traditional new-type technology coffee, whether consumption intention will be affected by variables such as trust, product involvement, and perceived risk are the topics of this research.
In this study, 680 valid questionnaires were collected through the Internet questionnaire by using convenience sampling method. The SPSS software analysis showed that there was a significant positive influence among product involvement on trust, trust on consumption intention and product involvement on consumption intention of unmanned AI coffee machine. There was a significant negative influence among trust on perceived risk and perceived risk on consumption intention. However, product involvement has no significant influence on perceived risk. Based on the analysis results, it is found that increasing the product involvement of the unmanned AI coffee machine can increase trust and willingness of consumers, maintain the stability of the machine and reduce the failure, and help reduce the perceived risks of consumers and improve their willingness to consume.