消費者創新動機、孤獨感、時間急迫性對於 自助科技服務品質、滿意度、使用意願、 及再惠顧之評估：探討遊戲化互動之調節

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姓名

江昱潔(Yu-Chieh Chiang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

消費者創新動機、孤獨感、時間急迫性對於自助科技服務品質、滿意度、使用意願、及再惠顧之評估：探討遊戲化互動之調節
(Motivated consumer innovation, consumer loneliness, and time urgency on the evaluation of self-service technology service quality, satisfaction, use intention, and repatronage intention: Exploring the moderation of gamification interaction)

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至系統瀏覽論文 (2026-7-30以後開放)

摘要(中)

零售業者導入自助服務科技以及發展手機應用程式是目前趨勢，自助服務科技指的是消費者使用科技得到服務，不需要透過服務人員的直接介入。近幾年在台灣的大賣場可見自助結帳、掃描購等功能服務，目的是改善消費者的購物體驗，業者也可以節省下不少人力成本，消費者使用自助服務科技的行為會受到消費者人格特質、自助服務科技的服務品質、滿意度而影響使用意願，進而影響再惠顧意願。
因此本研究欲探討不同的人格特質（時間急迫性、消費者孤獨感、消費者創新動機）對於自助服務科技服務品質的影響，以及與滿意度、使用意願、再惠顧意願之關係，加入遊戲化互動可以增加消費者使用產品服務的動機，因此本研究也加入遊戲化互動作為消費者創新動機與自助服務科技服務品質間的調節變項，結果顯示消費者特質會影響對自助服務科技服務品質，自助服務科技服務品質、滿意度、使用意願與再惠顧意願呈正相關，而遊戲化互動具有調節效果。

摘要(英)

It is the current trend for retailers to introduce self-service technology and develop mobile applications. Self-service technology refers to technology interface that enables customers to access a service independent of direct service employee involvement. In recent years, Self-checkout machines and scan-and-go service can be seen at retail environments in Taiwan. The purpose of setting up those self-checkout machines is to improve the customer shopping experience. In addition, the retailer can also save labor cost. In this study, we discover the consumer personality, service quality and satisfaction of self-service technology affect consumer behavior such as use intention and repatronage intention.
The purpose of this research is to discuss the influences of different consumer personalities (time urgency, consumer loneliness, motivated consumer innovation) on self-service technology service quality, and the relationship with satisfaction, use intention, and repatronage intention. Further analysis determined gamification interaction of moderating effects of motivated consumer innovation and self-service technology service quality. The results show that consumer personality impact self-service technology service quality. Self-service technology service quality positively influences satisfaction, use intention and repatronage intention, and gamification interaction has a moderating effect of motivated consumer innovation and self-service technology service quality.

關鍵字(中)

★ 自助服務科技
★ 消費者人格特徵
★ 自助服務科技服務品質
★ 再惠顧意願
★ 遊戲化互動

關鍵字(英)

★ Self-service technology
★ Consumer Personality
★ Service quality
★ Repatronage intention
★ Gamification interaction

論文目次

目錄
摘要 i
Abstract ii
誌謝 iii
圖目錄 vii
表目錄 viii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 研究流程 5
第二章文獻探討 7
2-1 自助服務科技（self-service technology） 7
2-1-1 自助服務科技的分類、目標及研究範疇 7
2-1-2 自助結帳（self checkout） 8
2-1-3 掃描購（scan and go） 9
2-2 自助服務科技服務品質 9
2-3 時間急迫性 13
2-3-1 時間急迫性定義 13
2-3-2 時間急迫性理論 13
2-3-3 時間急迫性與自助服務科技服務品質之關係 14
2-4 消費者孤獨感 15
2-4-1 消費者孤獨感定義與理論 15
2-4-2 消費者孤獨感與自助服務科技服務品質之關係 17
2-5 消費者創新動機 17
2-5-1 消費者創新動機定義與理論 17
2-5-2 消費者創新動機與自助服務科技服務品質之關係 19
2-6 遊戲化互動 19
2-6-1 遊戲化互動定義 20
2-6-2 遊戲化互動與消費者創新動機、自助服務科技服務品質之調節關係 21
2-7 自助服務科技滿意度 23
2-7-1 自助服務科技滿意度定義與理論 23
2-7-2 自助服務科技服務品質與自助服務科技滿意度之關係 24
2-8 使用意願 25
2-8-1 理性行為理論、計畫行為理論 25
2-8-2 科技接受模型 25
2-8-3 使用意願與自助服務科技服務品質之關係 27
2-8-4 使用意願與自助服務科技滿意度之關係 27
2-9 再惠顧意願 28
2-9-1 再惠顧意願定義與理論 28
2-9-2 再惠顧意願與自助服務科技服務品質之關係 29
2-9-3 再惠顧意願與自助服務科技使用意願之關係 29
第三章研究方法 31
3-1 研究架構 31
3-2 研究樣本 31
3-3 研究工具 32
3-4 研究步驟 35
第四章研究結果 39
4-1 獨立樣本t檢定 39
4-2 樣本描述性統計 42
4-3 信度分析 44
4-4 變項相關性分析 44
4-5 效度分析及模型配適度檢定 45
4-6 結構方程模型 48
4-7 階層迴歸分析 51
第五章討論與建議 57
5-1 研究討論 57
5-2 管理意涵 60
5-3 研究限制與未來建議 62
參考文獻 64
附錄：研究問卷 78

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2021-7-30

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