無人車試乘之使用行為意圖探討──以整合型科技接受模式觀點

Study on Use Intentions of Smart Car Test Drive- Based on the UTAUT Model

物聯網的演進與技術的發展已全面啟動智慧化產業革命。從工業物聯網到車聯網的應用，交通運輸移動的方式亦朝「智慧運輸」邁進，世界各國莫不趁此風潮在進行無人駕駛車輛的實測試驗。承辦2017年「生態交通全球盛典」的高雄市為落實生態交通的理念，透過低碳運輸示範計畫積極引入智慧運輸服務，提供民眾試乘自動駕駛巴士體驗，成為第二個在現實環境試驗自動駕駛接駁巴士的亞洲城市。經相關文獻彙整後，以整合性科技接受模式為理論基礎，從績效期望、努力期望、社會影響、無人車體驗民眾之使用意圖等層面進行相關分析。本研究採量化研究設計，正式問卷發放114份，回收96份有效問卷，以SmartPLS（偏最小平方法）進行測量與結構模型分析，包含測量模型的之信度與效度分析，結構模型中的模型解釋力與路徑係數進行檢定、估算，並探討構面與構面之間的因果關係，以及檢驗各構面的關係分析，以驗證本研究架構之適用性。研究結果發現：體驗民眾對於無人車試乘之績效期望、努力期望與社會影響，皆正向直接影響其使用意圖。尤以社會影響最為顯著，即體驗民眾在社會群體裡的重要關係人推薦或正在使用之情況下，其使用意圖就會相對地提高。本研究結果期望提供未來無人公車相關開發研究之參考，期能更符合普羅大眾的接受度以提升其使用意願，並朝大眾運輸市場需求而延伸更多元的應用。

Development of Internet of Things (IOT) has brought revolutionary impact on intellectualized industries such as Industrial Internet of Things (IIOT) and Internet of Vehicles (IOV). To follow the trend of ''smart transportation'', people around the world are now conducting tests on smart cars. Being the host of EcoMobility World Festival 2017, Kaohsiung City actively implemented the concept of ecological transport through the demonstration project of low-carbon transport and public test ride experience of self-driving shuttle bus, and later became the second Asian city with autonomous public transportation. This study adopts the UTAUT Model to analyze the use intentions of smart car experiencers, based on expectations of performance and effort, and social influence. The research study was designed to be quantitative research. The researcher analyzed and verified the verification of the applicability of its framework by SmartPLS (partial least squares).114 formal questionnaires were issued and 96 valid questionnaires were recovered. The result shows that the expectations of performance and effort and social influence have positively and directly effects on the experiencers’ intentions of use. Social influence is particularly significant, which means that the intentions of use will be relatively improved if one’s significant other is using it or recommending using it. The results of this study are expected to provide a reference for future researches on unmanned buses, to meet the market demand and extend the use of diversity applications.