虛擬實境（VR）購物和AI服務近年來已成為零售業的熱門話題，並逐漸被顧客所接受。鑑於可能對零售商和顧客的潛在好處，有必要深入了解顧客對虛擬實境和AI應用結合的內在價值，以進一步探索顧客使用AI助手的虛擬商店之意圖。本研究提出了一個綜合的研究框架，結合了享樂動機系統接受模型（HMSAM）和心流理論，以檢驗顧客對提供AI服務的虛擬商店的內在價值和行為意圖。研究搜集381名受測者，透過偏最小平方法（PLS-SEM）進行分析。研究結果顯示，AI服務品質對知覺有用性、知覺易用性、知覺愉悅和生動感都有顯著影響，研究說明VR購物中，高品質的AI服務對顧客心流狀態和滿意度影響最大且更進一步影響到消費者的行為意圖，因此從而驗證了AI助手的服務品質在虛擬商店的重要性。本研究有助於揭示顧客對使用結合AI助手的VR購物之內在價值，並為零售商在不久的將來使用AI服務提供有價值的見解。

Virtual reality (VR) shopping and AI-enabled services have become a hot topic in retailing and are gradually becoming embraced by customers. Given these potential benefits for retailers and customers, investigating a deeper understanding of customers' intrinsic value is required for further exploring their intention to use a virtual store with an AI assistant. The present study proposed a comprehensive research framework integrated with the hedonic motivation system adoption model (HMSAM) and flow theory to examine customers' intrinsic values and behavioural intentions toward a virtual store with AI-enabled services. A total of 381 participants were analysed by partial least squares-structural equation modelling (PLS-SEM). The findings posited that the role of AI-enabled service quality has a significant influence on perceived usefulness, perceived ease of use, perceived enjoyment and vividness, which suggests that high service quality of AI-enabled service in VR shopping is required and flow indicates the highest influence on satisfaction, which further influences behavioural intention. This study contributes to revealing customers’ intrinsic value towards the usage intention of VR shopping with AI assistants and offers valuable insights for retailers to adopt the AI-enabled service in the near future.

Table of Contents
1.	Introduction	1
2.	Literature review	3
2.1 VR shopping	3
2.1.1 VR development	3
2.1.2 Virtual reality shopping	4
2.2	AI assistant	5
2.2.1 AI assistant in commercial usage	5
2.3	Theoretical background	6
2.3.1 Hedonic motivation system adoption model	7
2.3.2 Flow theory	9
2.3.3 AI-enabled service quality	9
2.3.4 Perceived usefulness	10
2.3.5 Perceived ease of use	10
2.3.6 Perceived enjoyment	11
2.3.7 Perceived vividness	12
2.3.8 Satisfaction	12
2.3.9 Behavioural intention to use	13
3.	Methods	15
3.1	Hypothesis development	15
3.1.1 AI-enabled service quality	15
3.1.2	Perceived usefulness	17
3.1.3	Perceived ease of use	17
3.1.4 Perceived enjoyment	18
3.1.5 Vividness	19
3.1.6 Flow state and behavioural intention to use	19
3.1.7 Satisfaction	20
3.2	Participants	22
3.3	Environment of virtual store	22
3.4	Procedures	24
3.5 Data analysis	25
4.	Results	25
4.1	Sampling	25
4.2	Measurement of variables	26
4.3	Validation of the measurement model	28
4.4	Structural model	33
4.5	Mediating effects	36
5.	Conclusion	37
5.1	Theoretical contribution	37
5.2	Practical contribution	38
5.3	Research limitations and recommendations	39
References	40
APPENDIX I. Research questionnaire	48
 
List of Tables
Table 1. Desceiptive statistics of the sample (n=381)	26
Table 2. Operational definitions of variables	28
Table 3. Constructs, scale items, and descriptive statistics.	29
Table 4. Discriminant validity	32
Table 5. Testing mediating effects	36
 
List of Illustrations
Figure 1 Research model	22
Figure 2 virtual store screenshot: (a) a scene of virtual store environment; (b) In-store products; (c) grab objects; (d) interactive with AI assistant in virtual store	24
Figure 3. The structural model	35

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