探討科技接受模式、科技焦慮、使用者忠誠度之結構關係：以生成式AI工具為例

Exploring the Structural Relationships Among Technology Acceptance Model, AI Technology Anxiety, and User Loyalty: A Case Study of Generative AI Tools

本研究以生成式AI工具的使用情形為題，探討科技接受模式的知覺有用性與知覺易用性對於科技焦慮與使用者忠誠度的影響，並驗證知覺有用性、知覺易用性、科技焦慮、使用者忠誠度等四個變數之間是否具有結構關係。
本研究以學生與一般社會人士為研究對象，進行網路問卷調查，回收有效問卷556份，其中277人曾經使用過生成式AI工具。回收的問卷資料先以SPSS統計軟體進行樣本敘述性統計分析，再以AMOS統計軟體進行驗證性因素分析與路徑分析，以驗證本研究假設之結構模式是否成立。
研究結果顯示，知覺有用性與知覺易用性對於使用者忠誠度具有顯著的正向影響，且知覺易用性在知覺有用性與使用者忠誠度之間的關係上具有顯著的部分中介效果，也就是，生成式AI工具可以幫助使用者更有效率與更有品質的工作，若這些幫助可以快速、容易、簡單地學會，使用者會更加讚賞、更願意鼓勵親友或推薦他人使用生成式AI工具。此外，知覺有用性對於使用者忠誠度的提升作用大於知覺易用性，而知覺易用性對於AI科技焦慮的舒緩作用則大於知覺有用性。

This study investigates the impact of perceived usefulness and perceived ease of use in the technology acceptance model on technology anxiety and user loyalty concerning generative AI tools. It aims to verify the structural relationships among four variables: perceived usefulness, perceived ease of use, technology anxiety, and user loyalty.
The research targeted students and the general public by conducting an online questionnaire survey. A total of 556 valid responses were collected, with 277 participants having used generative AI tools before. The collected data were first analyzed using SPSS statistical software to provide descriptive statistics for the sample. Additionally, AMOS statistical software was used for confirmatory factor analysis and path analysis to verify the structural model proposed in this study.
The results indicate that perceived usefulness and perceived ease of use have a significant positive impact on user loyalty. Perceived ease of use partially mediates the relationship between perceived usefulness and user loyalty. In other words, generative AI tools can help users work more efficiently and with higher quality. If these benefits can be learned quickly, easily, and simply, users will appreciate them more and be more willing to encourage friends or recommend others to use generative AI tools. Furthermore, the impact of perceived usefulness on enhancing user loyalty is more significant than perceived ease of use. In contrast, the effect of perceived ease of use on alleviating AI technology anxiety is greater than that of perceived usefulness.