通路應用服務型機器人接受度研究-以Pepper為例

Abstract

機器人的應用逐漸廣泛，隨著技術的演進，能夠滿足人類需求的服務型機器人已經躍升為新科技的發展主流。從早期的工業型機器人到現今進化演變愈來愈多元化的服務型機器人，開始進入消費者的生活中。 服務型機器人Pepper風靡日本，2016年十月也在市場千呼萬喚下，正式來台上工，目前僅鎖定B2B市場，現Pepper已成功進駐金融、零售、交通、飯店、百貨等不同業別，儼然成為接待賓客的利器。本研究旨在於探討消費大眾對於實體通路應用服務型機器人-Pepper進行接待者角色的接受度。 本研究針對年滿20歲，與服務型機器人有互動過的消費大眾為研究對象進行問卷調查，以科技接受模式結合體驗價值理論進行研究。研究結果發現：（1）科技創新意識對於趣味價值、功能價值、探索價值有顯著影響；（2）趣味價值、探索價值對於態度有顯著影響，而功能價值對於態度為負向影響，推論原因其可能為目前服務型機器人的功能尚不足，消費者因功能不夠符合需求而不滿意；（3）使用態度對持續意圖有顯著影響。機器人應用服務將成為人類生活中的一環，終將是輔助人類的機器，在觀察服務型機器人的發展動態時，期能提出讓消費大眾接受之建議，進而好好的使用它。

With the development of technology, the application of robots is becoming more and more extensive, in particular, service-oriented robots that can upgrade the service efficiently and effectively for human beings. However, service-oriented robot Pepper start in service market in Japan, and it was adapted to Tawan for B2B market, such as stationed service in the financial, retail, transportation, restaurants, department stores and other different industry. The purpose of this study is to explore the experiential values to realize how users can accept service robots. This study adapted technology acceptance model (TAM) with experiential value to design research questionnaire. A questionnaire survey was delivered to the consumers who had reached the age of 20 years and had been ever interacted with service-oriented robots. Data were collected for confirmatory factor analysis with structural equation modeling. The results showed that: (1) Technological innovativeness was positively related to hedonic, utilitarian and expistemic experiential values. (2) Hedonic and expistemic values were positively related to attitude toward use, but the correlates between utilitarian value and attitude toward use was negative. Finallly, (3) Attitude toward use was positively related to continuance touse. The results of this study implied that Peper can create attitude toward use by those experiential value of hedonic and epistemic, but not utilitarian. If those service-oriented robot produces can enhance the function of Peper application that will eventually put forward to allow consumers to accept and then use it.