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作者(中文):傅群耀
作者(外文):Fu, Chun-Yao
論文名稱(中文):揭示數位轉型的阻礙:以台灣無人便利商店為例
論文名稱(外文):Unveiling the Barriers to Digital Transformation: Unmanned Convenience Stores in Taiwan
指導教授(中文):吳清炎
指導教授(外文):Wu, Ching-Yan
口試委員(中文):李傳楷
陳良治
口試委員(外文):Lee, Chuan-Kai
Chen, Liang-Chih
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學號:111073506
出版年(民國):113
畢業學年度:112
語文別:中文
論文頁數:101
中文關鍵詞:數位轉型無人商店轉換成本整合科技接受模型
外文關鍵詞:Digital transformationunmanned storesconsumer costsUnified Theory of Acceptance and Use of TechnologyUTAUT
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數位轉型被廣泛認為能夠提高企業效率並降低成本,自2018年起,全球零售業也開始進行無人商店的數位轉型。然而,過去對無人商店的研究主要集中在評估供應商的角度,或是從消費者主觀接受程度的角度進行評估。儘管總體而言這些研究顯示無人商店帶來了積極的效果,但台灣首家無人商店X-store的實際表現卻未達到預期,與先前的研究結果相矛盾。因此,本研究旨在探討數位轉型對消費者所面臨的轉換成本。
本研究以四個不同城市的X-store為對象,觀察了84位消費者,並對54位進行了訪談,同時蒐集了369份有效問卷。通過客觀觀察法和半結構式訪談,本研究得出了消費轉換成本的構面,並推導出了其在整合科技接受模型(Unified Theory of Acceptance and Use of Technology)中的調節變量,以揭示數位轉型的負面因素。研究結果指出,程序性轉換成本對整體模型的影響最大,且社群影響與行為意向之關係會隨著程序性與財務性轉換成本的增加而由正相關轉為負相關。本研究提供了數位轉型中更詳盡的成本拆解,還強調了它對消費者的客觀價值。
Digital transformation is widely regarded as a means to enhance corporate efficiency and reduce costs. Since 2018, the global retail industry has also embarked on digital transformation through the implementation of unmanned stores. However, previous research on unmanned stores has primarily focused on evaluating these stores from the suppliers' perspective or assessing consumers' subjective acceptance levels. While previous studies have indicated positive outcomes for unmanned stores, the actual performance of Taiwan's first unmanned store, X-store, has not met expectations. This contradicts earlier findings which suggested high consumer willingness to use such stores. Therefore, this study aims to explore the switching costs faced by consumers due to digital transformation. This research targeted X-stores in four different cities, observing 84 consumers, interviewing 54, and collecting 369 valid questionnaires. The study employed objective observation and semi-structured interviews to identify dimensions of consumer switching costs and to derive moderating variables within the Unified Theory of Acceptance and Use of Technology (UTAUT) model. This was done in order to reveal the negative factors of digital transformation. The results indicated that Procedural Switching Costs had the greatest impact on the overall model. Furthermore, the relationship between Social Influence and Behavior Intention shifted from positive to negative with the increase of Procedural and Financial Switching Costs. This study provides a more detailed breakdown of the costs associated with digital transformation and emphasises its objective value to consumers.
摘要 I
致謝 III
目錄 IV
圖目錄 VI
表目錄 VIII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 5
1.3 研究問題 8
1.4 研究流程 9
第二章 文獻回顧 10
2.1 數位轉型 10
2.2 整合科技接受模型(UTAUT模型) 13
2.3 消費者轉換成本模型(Consumer Switching Costs Models) 17
第三章 研究方法與資料 21
3.1 研究方法 21
3.2 觀察法 22
3.3 質性訪談法 25
3.4 問卷調査法 28
第四章 研究結果與討論 35
4.1 觀察法之結果 35
4.2 質性訪談法之結果 37
4.3 問卷調查法之結果 42
4.4 研究假設之結果 54
第五章 結論與建議 71
5.1 研究結論 71
5.2 研究建議 74
5.3 研究限制與未來研究建議 75
參考文獻 76
附件一、觀察法評量表 99
附件二、半結構訪談法問卷 99
附件三、整合科技接受模型與消費者成本關聯性調查問卷 100
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