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系統識別號 U0002-2608202012380100
中文論文名稱 應用擴增實境臉部掃描試戴眼鏡服務之創新抵制因素研究
英文論文名稱 A Study on the Innovation Resistance Factors of Users Using Face Scanning with Augmented Reality Glasses Try-on Service
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 108
學期 2
出版年 109
研究生中文姓名 張力
研究生英文姓名 Li Chang
學號 608630017
學位類別 碩士
語文別 中文
口試日期 2020-05-23
論文頁數 58頁
口試委員 指導教授-施盛寶
委員-徐士傑
委員-劉艾華
委員-施盛寶
中文關鍵字 創新抵制  自我臨場感  擴增實境  臉部掃描 
英文關鍵字 Innovation Resistance  Self-presence  Augmented Reality  Face Scanning 
學科別分類
中文摘要 近年來擴增實境與臉部掃描技術逐漸成熟,各大企業趕上趨勢對相關產業進行投資研究甚至自行研究開發,造成相關之應用接連推出,重塑了許多過去的產業、服務、想法以及做事方式,但並非每項創新服務或產品都能受到消費者的接受與青睞,故探討消費者對創新之抵制因素相當重要,因為在了解抵制原因後就能進一步避免與改善產品,進而讓消費者從抵制創新到接受創新。因此,本研究以創新抵制理論為基礎,探討使用者對於臉部掃描擴增實境試戴眼鏡服務採用之抵制因素,找出需要特別關注、克服的障礙,另外也將擴增實境技術所帶來的自我臨場感做為調節變數,探討其是否能夠調節各障礙與創新抵制之間的關係,以提供服務業者擬訂行銷方案或改良產品、服務之方向。本研究透過網路問卷調查法蒐集樣本資料,總共蒐集了332份有效樣本,並且利用SmartPLS 3.0的結構方程模式(SEM)來做分析。結果顯示價值障礙、隱私風險障礙、績效風險障礙、傳統障礙以及印象障礙是採用臉部掃描擴增實境試戴眼鏡服務創新抵制的重要因素,而自我臨場感也能調節價值障礙、隱私風險障礙、績效風險障礙以及印象障礙對創新抵制行為意圖之間的影響。
英文摘要 In recent years, Augmented Reality and face scanning technology have gradually matured. Major companies have caught up with the trend of investment or research to develop their own innovative products. This results in the continuous launch of related applications and has been reshaping many past industries, services, ideas and ways of doing things. However, not every innovation service or product can be accepted or favored by consumers, so it is very important to investigate consumers’ resistance factors to innovation services. Products can be further improved and make consumers go from resisting innovation to accepting innovation through understanding the reasons for the resistance. Therefore, based on the Innovation resistance theory, this study explored the resistance factors of users using face scanning with Augmented Reality glasses try-on service. In addition, we adopted self-presence as the moderator to explore whether it can moderate the relationship between each barrier and innovation resistance. A total of 332 valid samples were collected through an online survey. We used SmartPLS 3.0 as the structural equation model (SEM) technique to do analysis. The results show that value barrier, privacy risk barrier, performance risk barrier, tradition barrier, and image barrier are important resistance factors of users using face scanning with Augmented Reality glasses try-on service. And self-presence can moderate the effects of value barrier, privacy risk barrier, performance risk barrier, image barrier on innovation resistance.
論文目次 目錄
第1章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
第2章 文獻探討與假說推論 4
2.1 實境技術 4
2.2 臉部辨識與掃描 5
2.3 創新抵制 (Innovation Resistance) 6
2.3.1 創新的定義 6
2.3.2 創新、新技術的採用與抵制 7
2.3.3 創新抵制理論 (Innovation Resistance Theory) 9
2.4 研究架構 11
2.4.1 採用創新的障礙 12
2.4.2 調節變數-自我臨場感(Self-presence) 16
第3章 研究方法與步驟 20
3.1 問卷調查法 20
3.2 研究主題 20
3.3 資料蒐集方式 23
3.4 變項定義與衡量 23
3.4.1 使用障礙 24
3.4.2 價值障礙 24
3.4.3 風險障礙 25
3.4.4 傳統障礙 26
3.4.5 印象障礙 27
3.4.6 創新抵制 27
3.4.7 自我臨場感 28
第4章 研究結果 29
4.1 一般敘述性統計 29
4.2 量測模型 29
4.3 結構模式(Structural model) 33
4.4 分析結果 34
第5章 研究發現與討論 38
第6章 研究結論與建議 41
6.1 研究結論 41
6.2 管理意涵 41
6.3 研究限制與後續研究建議 43
第7章 參考文獻 44
附錄一:正式問卷 53

圖目錄
圖 2 1研究架構 12
圖 3 1臉部掃描示意圖 21
圖 3 2臉部掃描示意圖 21
圖 3 3臉部掃描示意圖 21
圖 3 4臉部模型示意圖 22
圖 3 5臉部模型示意圖 22
圖 3 6臉部掃描列表示意圖 22
圖 3 7臉部數據示意圖 22
圖 3 8臉部數據示意圖 22
圖 3 9臉部數據示意圖 22
圖 3 10擴增實境試戴眼鏡示意圖 22
圖 4 1模型分析結果 33
圖 4 2自我臨場感對價值障礙與創新抵制行為意圖之間關係的調節效果分析 35
圖 4 3自我臨場感對隱私風險障礙與創新抵制行為意圖之間關係的調節效果分析 36
圖 4 4自我臨場感對績效風險障礙與創新抵制行為意圖之間關係的調節效果分析 36
圖 4 5自我臨場感對印象障礙與創新抵制行為意圖之間關係的調節效果分析 37

表目錄
表 2 1應用創新抵制理論之研究整理 10
表 3 1使用障礙問項 24
表 3 2價值障礙問項 24
表 3 3隱私風險障礙問項 25
表 3 4績效風險障礙問項 26
表 3 5傳統障礙問項 26
表 3 6印象障礙問項 27
表 3 7創新抵制問項 27
表 3 8自我臨場感問項 28
表 4 1受測者之敘述性統計 29
表 4 2信度檢測結果 30
表 4 3效度檢測結果 30
表 4 4因素負荷量、交叉負荷量、平均數測量結果 31
表 4 5偏度、峰度、區別效度測量結果 32
表 4 6 R Square分析結果 33
表 4 7分析結果 34
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