隨著科技日新月異的崛起，零售業也有今非昔比的變化，零售商正透過多通路整合同時運營，推出各種創新的服務體驗，進而產生智慧零售的出現，並廣受學術界及企業界關注。過往研究認為創新擴散常被使用於新技術發展的研究，以闡述理解消費者為什麼採用創新技術。在智慧零售與顧客之間又有許多變項會有所影響，其中隱私為個人能去控制分享個資的權利，以及信任為個人期望並具有意願依賴另一方。因此，零售商若能擬定好完善的隱私政策，以及建立好良善的信任關係，並且讓顧客理解到創新科技服務應用是簡易及有用的，將有助於提升顧客其接受意願。 
本研究試圖探討，智慧零售在創新擴散的創新屬性中，是否會使顧客對智慧零售新科技的接受意願有所影響，以及隱私與信任所扮演之調節角色。本研究以台灣使用過相關智慧零售經驗之一般民眾為調查對象，以網路問卷之形式，共回收325份有效問卷。研究結果顯示，創新屬性下智慧零售對接受意願具有正向影響，且零售商的隱私政策能正向調節創新屬性下智慧零售與接受意願之關係。另外，信任雖在創新屬性下智慧零售與接受意願中有顯著效果，卻是負向關係。本研究除了驗證過去有關創新屬性下智慧零售、隱私與接受意願之研究結果外，亦針對信任提出不同觀點解釋假說不成立可能之原因。最後則提供管理意涵、研究限制與未來建議，作為管理者及後續研究者參考。

With the rise of rapidly evolving technology, the retail industry has undergone
significant changes. Retailers are integrating multiple channels and launching innovative service experiences, giving rise to the emergence of smart retail, which received widespread attention from academia and companies. Previous studies emphasized that the Diffusion of Innovation in the context of new technological developments to understand why consumers adopt innovative technologies. There are many variables that can affect the relationship between smart retail and customers., including privacy, which concerns an individual's ability to control the sharing of personal information. Trust, which involves an individual's expectation and willingness to rely on another party. Therefore, if retailers can establish comprehensive privacy policies, build up perfect trust relationship with customers, and help customers understand that the application of innovative technology services is easy and useful, it will enhance customers' willingness to accept them. 
This study mainly explores whether the innovation attributes of smart retail affect customers' willingness to accept new smart retail technologies and the moderating roles of privacy and trust. The study surveyed the general public in Taiwan who had experience with relevant smart retail technologies, collecting 325 valid responses through online questionnaires. The results indicate that under the innovation attributes, smart retail has a positive impact on acceptance willingness, and retailers' privacy policies positively moderate the relationship between innovation attributes of smart retail and acceptance willingness. Additionally, while trust has a significant effect on acceptance willingness under the innovation attributes, it exhibits a negative relationship. This study not only confirms previous research findings regarding the relationship between innovation attributes of smart retail, privacy, and acceptance willingness but also offers alternative explanations for why hypotheses regarding trust may not support. Finally, management implications, research limitations, and the suggestions of future research are proposed for managers and subsequent researchers.

目錄
目錄	I
表目錄	III
圖目錄	IV
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	4
第三節	研究流程	5
第二章	文獻回顧與探討	7
第一節	創新屬性下智慧零售	7
第二節	隱私	15
第三節	信任	18
第四節	接受意願	21
第五節	研究假說	27
第三章	研究方法	30
第一節	研究架構	30
第二節	研究假說	31
第三節	變數定義與問卷設計	32
第四節	研究對象	34
第五節	統計方法分析	35
第四章	資料分析	38
第一節	敘述性統計分析	38
第二節	測量題項與信效度檢定	41
第三節	研究結果	46
第四節	獨立樣本T檢定與變異數分析	49
第五章	結論與意涵	61
第一節	研究結果	61
第二節	理論意涵	62
第三節	管理意涵	65
第四節	研究限制與未來研究建議	67
參考文獻	69
中文文獻	69
英文文獻	72
附錄:問卷	80

表目錄
表2-1智慧零售相關研究	11
表2-2創新擴散在智慧零售應用之研究	14
表2-3隱私相關研究	17
表2-4信任相關研究	20
表2-5接受意願相關研究	25
表3-1研究假說	31
表3-2各構面之問卷題項表	32
表4-1樣本基本資料分析	39
表4-2創新屬性下智慧零售之因素分析表	42
表4-3隱私之因素分析表	43
表4-4信任之因素分析表	44
表4-5接受意願之因素分析表	44
表4-6驗證性因素分析之模型適配度	45
表4-7相關係數與AVE值平方根	45
表4-8創新屬性下智慧零售、隱私與信任對接受意願之階層迴歸結果	48
表4-9性別對於個研究變項之T檢定表	50
表4-10教育程度對於各研究變項之變異數分析表	51
表4-11年齡對於各研究變項之變異數分析表	52
表4-12職業別對於各研究變項之變異數分析表	54
表4-13平均月薪資所得對於各研究變項之變異數分析表	56
表4-14平均月使用於智慧零售次數對於各研究變項之變異數分析表	57
表4-15 平均月使用於智慧零售金額對於各研究變項之變異數分析表	58
表5-1研究假說之結果	61

圖目錄
圖1-1 研究流程圖	6
圖2-1 理性行為理論架構圖	23
圖2-2 科技接受模式架構圖	25
圖3-1 研究架構圖	30

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