AI智慧超商光顧意願跨國數據比較分析

Cross-National Comparative Analysis of Visitation Intentions for AI-Enabled Smart Convenience Stores

隨著智慧科技的應用普及，智慧超商的新零售模式越來越受到學術界和實務界的關注。然而之前相關智慧科技應用文獻的調查，主要集中在智慧科技的性能實用性對用戶採用的影響，而非消費者的購物行為。為填補此一空白，本研究應用愉悅資訊系統接受模型來識別消費者光顧智慧超商的功利和享樂動機。此外，本模型亦納入科技準備四個子構念，以測試消費者的科技素養與傾向，對於光顧智慧超商的態度與行為意願的解釋程度。本文利用SmartPLS軟體執行結構方程模型分析了455個有效樣本。結果發現，科技樂觀、易用知覺、有用知覺與愉悅知覺四因素會顯著影響智慧超商的接受態度。此外，易用知覺、愉悅知覺與接受態度會直接影響智慧超商的光顧意願。最後，我們提供了理論和實務貢獻，及未來研究方向的建議。

With the widespread application of smart technology, the new retail model of smart convenience stores has attracted increasing attention from both academia and industry. However, previous investigations into the application of smart technology have primarily focused on its functional practicality and its impact on user adoption, rather than on consumer shopping behavior. To address this gap, this study applies the Unified Theory of Acceptance and Use of Technology model to identify consumers' utilitarian and hedonic motivations for patronizing smart convenience stores. Additionally, this model incorporates four sub-constructs of technological readiness to examine the extent to which consumers' technological literacy and tendencies explain attitudes and behavioral intentions towards patronizing smart convenience stores. Structural equation modeling analysis was conducted using SmartPLS software with 455 valid samples. Results indicate that technological optimism, perceived ease of use, perceived usefulness, and perceived enjoyment significantly influence attitudes towards smart convenience stores. Furthermore, perceived ease of use, perceived enjoyment, and attitude towards acceptance directly impact consumers' intention to patronize smart convenience stores. Finally, theoretical and practical contributions are discussed, along with suggestions for future research directions.