以解構計畫行為理論與使用滿足理論探討消費者對服務型機器人之行為意圖

服務型機器人在學術及實務上漸漸受到廣泛關注且開始有相關研究。就短期而言，服務型機器人的成功有賴於消費者的接受和採用，然而在長期過後探討消費者的持續使用及口碑推薦意圖就成為關鍵因 素。本研究發現針對服務型機器人持續使用及口碑推薦的相關研究是 仍有較大的研究缺口。因此本研究做出三個貢獻，首先，本研究是首次以解構計畫行為理論結合使用滿足理論深入探討消費者對服務型機器人的態度、主觀規範和知覺行為控制，並透過線上問卷方式調查體 驗過服務型機器人的台灣受測者，最終回收樣本共 315 份，有效樣本數為 310 份，以 Smart PLS 與 SPSS Statistics 兩套軟體進行統計分析，研究證實消費者的態度、主觀規範和知覺行為控制對服務型機器人的 持 續 使 用意圖(R2 =72.8%)和口碑推薦意圖(R2=71.8%)有正向顯著影響。其次，本研究在解構態度時除了過去常使用的功能滿足面(知覺有用性、知覺易用性、相容性)外，也將消費者的享樂滿足面(知覺娛樂、新奇尋求、好奇心)納入考量，以確保更完整地瞭解消費者對服務型機器人的態度影響，而結果確實提高對態度的解釋力。第三，本研究在享樂滿足面中的知覺娛樂和好奇心並沒有對服務型機器人的態度有正向影響，發現此有趣結果是與過去透過概念性及訪談方式的研究有所差異，故本研究提出相關看法與建議。

The service robots have been focused by practitioners and academics recently. In the short term, the acceptance and usage of the service robot with the consumer is the key to success of service robot. However, it is important to explore consumer’s intention to continue the usage of the service robots as time goes by. This research found on the relative research about the continued usage and word of mouth intention of service robots is rare. Therefore, this paper provides three contributions for practitioners and academics. First, it is the first time to explore the consumer’s attitude, subjective norm, and perceived planned behavior about service robots by both Decomposed Theory of Planned Behavior and Uses and Gratification Theory. We investigated the participants who have experienced using the service robots in Taiwan by an online survey. A valid sample of 310 responses was collected and through Smart PLS and SPSS Statistics for data analysis. The study findings show that the following three factors have a significant influence on the consumers’ intentions to continue use (R2=72.8%) and word of mouth (R2=71.8%) the service robots: (a) attitude; (b) subjective norm (c) perceived behavior control. Second, the paper decomposed attitude was not only used for utilitarian gratification (Perceived Usefulness, Perceived Ease of Use and Compatibility), but also used for hedonic gratification (Perceived Entertainment, Novelty Seeking and Curiosity). To ensure that we understand completely consumers’ attitude toward service robots. And the result demonstrated that it exactly improved the explanation of consumers’ attitude toward service robots. Finally, the study findings show that Perceived Entertainment and Curiosity were not significant on the consumers’ attitude toward service robots. According to the results of this study and the concept of past research, we provide valuable implications for academics and practitioners.