隨著科技的迅速進步，生成式人工智慧（GAI）在各領域的應用越來越廣泛，尤其是Chat GPT出現並迅速成為全球焦點。然而，GAI的迅速發展同時引發了一系列負面影響，包括隱私問題、錯誤資訊、偏見和失業風險。本研究以保護動機理論（PMT）作為基礎架構，探討這些負面影響及其成因，並分析情緒反應如何影響人們對生成式人工智慧技術之意願。本研究藉由問卷調查法，並運用SPSS 26.0與AMOS 28.0對588份有效樣本進行檢驗。研究結果發現，感知威脅嚴重性與感知威脅脆弱性對害怕失去權力呈正向顯著影響；而害怕失去權力對使用Chat GPT之抵抗程度正向顯著影響。另外，本研究也進行性別的分群探討，將588份有效樣本分成男生組（294份）與女生組（294份），發現男性與女性在面對感知威脅嚴重性和感知威脅脆弱性對害怕失去權力之影響不相同。 研究意涵、管理意涵及研究限制也在最後章節逐一討論。

As technology rapidly advances, Generative Artificial Intelligence (GAI) applications are becoming increasingly widespread across various fields, particularly with the emergence of Chat GPT, which has quickly garnered global attention. However, the development of GAI also brings about a series of negative impacts, including privacy issues, misinformation, biases, and unemployment risks. This study, based on the Protection Motivation Theory (PMT), explores these negative impacts and their causes, and analyzes how emotional responses influence people's intentions to use Generative Artificial Intelligence. Using a questionnaire survey method and employing SPSS 26.0 and AMOS 28.0 for analysis, 588 valid samples were examined. The results indicate that perceived threat severity and perceived threat vulnerability significantly and positively affect the fear of losing power, which in turn significantly and positively impacts the resistance to using Chat GPT. Additionally, the study conducted a gender-based subgroup analysis, dividing the 588 valid samples into male (294) and female (294) groups, and found differences in how perceived threat severity and vulnerability affect the fear of losing control between males and females. The research implications, managerial implications, and limitations of the study are also discussed in the final chapter.

第壹章 緒論...........................1
第一節	研究背景與動機.................1
第二節	研究目的與問題.................4
第三節	預期之研究貢獻.................5
第四節	研究流程......................6
第貳章 文獻探討........................7
第一節	生成式人工智慧介紹（GAI）.......7
第二節	AI的負面影響..................9
第三節	保護動機理論（PMT）...........12
第四節	害怕（FEAR）.................15
第參章  研究設計與方法.................16
第一節	研究架構與假說發展.............16
第二節	研究方法與問卷發放.............20
第三節	研究變數與衡量方法.............21
第肆章 實證分析與討論..................23
第一節	樣本基本資料分析..............23
第二節	敘述性統計分析................26
第三節	共同方法變異分析..............27
第四節	信度分析.....................28
第五節	效度分析.....................29
第六節	結構方程式模型分析.............35
第七節	事後分析.....................43
第伍章 結論與建議.....................48
第一節	研究意涵.....................48
第二節	管理意涵.....................50
第三節	研究限制與建議................51
參考文獻.............................52
中文文獻.............................52
英文文獻.............................52
圖目錄
圖 1-4-1 本研究流程圖..................6
圖 3-1-1 本研究架構圖.................16
圖 4-6-1 研究架構模型之路徑分析.........40
圖 4-7-1 男生組研究架構模型之路徑分析....47
圖 4-7-2 女生組研究架構模型之路徑分析....47
表目錄
表 4-1-1 本研究樣本特性描述..............24
表 4-1-2 無反應偏差檢定結果..............25
表 4-2-1 本研究敘述性統計量表............26
表 4-3-1 共同方法變異-HARMAN 單因子檢定...27
表 4-4-1 本研究信度分析結果...........28
表目錄（續）
表 4-5-1 感知威脅嚴重性之驗證性因素分析......29
表 4-5-2 感知威脅脆弱性之驗證性因素分析......30
表 4-5-3 害怕失去權力之驗證性因素分析........30
表 4-5-4 抵抗程度之驗證性因素分析...........31
表 4-5-5 反應成本之驗證性因素分析...........31
表 4-5-6 AI自我效能之驗證性因素分析.........32
表 4-5-7 不確定性之驗證性因素分析...........32
表 4-5-8 相關係數與區別效度分析.............34
表 4-6-1 基本適配度及內部結構適配度..........35
表 4-6-1 基本適配度及內部結構適配度（續）.....36
表 4-6-2 整體模型適配度檢定結果.............38
表 4-6-3 本研究假說驗證結果................40
表 4-6-4  反應成本對抵抗程度之控制效果檢驗....41
表 4-6-5  AI自我效能對抵抗程度之控制效果檢驗..41
表 4-6-6 不確定性對抵抗程度之控制效果檢驗.....42
表 4-6-7 本研究假說檢驗彙整表...............42
表 4-7-1 SOBEL TEST 檢驗結果..............43
表 4-7-2 BOOTSTRAP 檢驗結果...............44
表 4-7-3 不同性別之路徑分析結果..............45

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