隨著科技進步，虛擬實境(Virtual reality, VR)與人工智慧(Artificial Intelligence, AI)助理的創新應用，正逐漸成為推動電子商務發展的重要趨勢。鑑於可能對零售商和消費者的潛在好處，有必要深入了解AI助理於VR商店購物體驗的內外在價值感知，及對使用意圖的影響。本研究以消費者創新動機(Motivation and Consumer Innovativeness, MCI)為基礎構建研究架構，本研究進行實驗設計研究，招募213位受測者，本研究透過SmartPLS 4.0和SPSS的統計軟體進行分析，我們了解消費者對新科技的感知價值，並為VR技術和AI助理輔助購物在電子商務中的應用提供實證支持和建議。研究表示消費者創新動機是推動其接受和使用AI助理的重要因素，說明消費者如何透過功能性、享樂性、社交性和認知性動機影響對VR商店中AI助理的使用，進而增進其感知價值，及最終影響消費者對有AI助理的VR商店使用意圖，以及感知擬人化和智慧性特質如何正向調節這些價值感知與使用意圖之間的關係。因此，本研究不僅提供了有關虛擬實境商店應用AI助理對消費者行為影響的深入分析，也為零售業提供了建議，有助於零售商更有效地利用新興虛擬實境與AI技術，推動業界的創新與發展。

With the advancement of technology, the innovative applications of Virtual Reality (VR) and Artificial Intelligence (AI) assistants are gradually becoming important trends driving the development of e-commerce. Given the potential benefits for retailers and consumers, it is necessary to gain a deeper understanding of the perceived values of AI assistants in VR shopping experiences and their impact on usage intentions. This study develops a research framework based on Motivation and Consumer Innovativeness (MCI) concepts. An experimental design study was conducted, recruiting 213 participants. The analysis was performed using the statistical software SmartPLS 4.0 and SPSS. We explored consumers' perceived value of new technologies and provided empirical results and recommendations for the application of VR technology with AI-assisted shopping in e-commerce. The study indicates that consumer innovation motivation is a key factor driving the acceptance and use of AI assistants. It explains how consumers' functional, hedonic, social, and cognitive motivations influence the use of AI assistants in VR stores, thereby enhancing their perceived value and ultimately affecting their usage intentions for VR stores with AI assistants. Additionally, it examines how perceived anthropomorphism and intelligence traits positively moderate the relationship between value perceptions and usage intentions. Therefore, this research not only provides an in-depth analysis of the impact of AI assistants on consumer behavior in VR stores but also offers recommendations for the retail industry. It helps retailers more effectively leverage emerging VR and AI technologies to drive innovation and development in the industry.

目次
第一章 緒論........................................................... 1
第一節 研究背景....................................................... 1
第二節 研究動機....................................................... 3
第三節 研究目的....................................................... 5
第四節 研究流程....................................................... 6
第二章 文獻探討 ...................................................... 7
第一節 虛擬實境購物(Virtual reality shopping) ........................ 7
第二節 人工智慧助理(Artificial Intelligence assistant) ............... 9
第三節 消費者創新動機(Motivation and Consumer Innovativeness) ........ 11
第四節 感知有用性(Perceived Utilitarian Value)與感知娛樂性(Perceived Hedonic Value)...... 14
第五節 智慧性(Intelligence) ......................................... 15
第六節 感知擬人化(Perceived anthropomorphism) ....................... 16
第七節 使用意圖(Intentions to use) .................................. 17
第三章 研究方法 ..................................................... 18
第一節 研究架構...................................................... 18
第二節 研究假說...................................................... 19
一、MCI 對VR虛擬商店中使用AI助理輔助之感知有用性的影響 ................. 19
二、MCI 對VR虛擬商店中使用AI助理輔助之感知娛樂性的影響 .. ...............21
三、感知有用性對使用意圖的影響 ........................................ 22
四、感知娛樂性對使用意圖的影響 ........................................ 22
五、智慧性的調節效果 ................................................. 23
六、感知擬人化的調節效果 ............................................. 24
第三節 操作型定義.................................................... 25
第四節 研究設計...................................................... 25
一、虛擬商店環境設計 ................................................. 25
二、AI助理設計 ....................................................... 28
三、研究對象 ......................................................... 29
四、實驗流程 ......................................................... 30
五、問卷設計 ......................................................... 33
六、資料蒐集 ......................................................... 36
第四章 研究結果 ...................................................... 37
第一節 樣本敘述性統計分析.............................................. 37
第二節 測量模型分析................................................... 38
一、 信度分析 ....................................................... 39
二、 效度分析 ....................................................... 39
第三節 結構方程模型分析............................................... 46
一、 共線性診斷 ..................................................... 46
二、 共同方法偏誤 ................................................... 47
三、 路徑分析與假說檢驗 ............................................. 50
四、 模型解釋能力評鑑 ............................................... 55
第五章 結論與建議 .................................................. 58
第一節 研究結論..................................................... 58
第二節 學.......................................................... 61
第三節 實務貢獻..................................................... 62
第四節 研究限制與未來建議............................................ 63
參考文獻........................................................... 65

表次
表2-1 AI助理輔助應用 ................................................ 11
表3-1 各項構念定義 .................................................. 25
表3-2 實驗AI助理特質 ................................................ 29
表3-3 實驗流程表 .................................................... 32
表3-4 AI助理與受測者之間的實際對話內容 ................................ 33
表3-5 各項構念衡量問項與來源 ......................................... 34
表4-1 本研究正式實驗樣本之人口統計 ................................... 38
表4-2 問項敘述性統計之信效度分析表 ................................... 40
表4-3 交叉因素負荷量表 .............................................. 43
表4-4 Fornell-Larker標準 ........................................... 45
表4-5 Heterotrait-Monotrait Ratio Criterion(HTMT)標準 .............. 45
表4-6 共線性診斷結果 ................................................ 47
表4-7 Harman單因子檢定表 ............................................ 48
表4-8 路徑分析表 .................................................... 52
表4-9 模型解釋力表 .................................................. 57

圖次
圖1-1 研究流程圖 ..................................................... 7
圖3-1 研究架構圖 .................................................... 19
圖3-2 VR商店走道圖 ................................................... 27
圖3-3 VR商店環境圖 ................................................... 27
圖3-4 AI助理艾蜜莉 ................................................... 28
圖3-5受測者實際體驗圖 ................................................ 31
圖3-6受測者實際體驗圖 ................................................ 31
圖4-1研究架構路徑分析 ................................................ 51
圖4-2 擬人化調節斜率分析 ............................................. 55

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