研究生: |
張有賀 You-He Chang |
---|---|
論文名稱: |
以科技接受模式探討消費者 對寵物犬情緒偵測AI產品之接受因素 Applying the Technology Acceptance Model to Investigate Consumer’s Attitudes Toward AI Product with Canine Emotion Recognition |
指導教授: |
曾盛恕
Sheng-Shu Zheg 林舜天 Shun-Tian Lin |
口試委員: |
林舜天
Shun-Tian Lin 袁建中 Jian-Zhong Yuan |
學位類別: |
碩士 Master |
系所名稱: |
工程學院 - 高階科技研發碩士學位學程 Executive Master of Research and Development |
論文出版年: | 2021 |
畢業學年度: | 109 |
語文別: | 中文 |
論文頁數: | 66 |
中文關鍵詞: | 人工智能 、寵物犬 、價值 、寵物照顧 、便利性 |
外文關鍵詞: | Artificial Intelligence, Dog, Value, Pet care, Convenience |
相關次數: | 點閱:270 下載:0 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
寵物經濟是近幾年來國內外廠商相當看重的焦點,並聚集一個成熟的產業鏈,且已逐漸往細分領域去發展。寵物擬人化是抬高行業中的寵物照護這個區塊成長的主因,飼主尋找更多可以與愛犬的互動的科技產品,延申未來在寵物情緒偵測的的需求,逐漸有國內外公司投入該項技術的研發,並透過人工智能(Artificial Intelligence, AI)方式來實現,並已可辨識分類寵物犬的幾種情緒,可預期未來AI應用於寵物犬是指日可待,並增加飼主在寵物犬照護與情感交流上的利益。
本研究架構使用科技接受模式(Technology Acceptance Model, TAM)作為模型,深入分析消費者對寵物犬情緒偵測AI產品之接受因素,並加入社會性價值和利益便利性兩個外在變數來試探潛在透過寵物犬情緒偵測AI產品的態度與意向,並分析潛在的關係與影響因素。目標為一般消費群眾,以電子問卷投放予受測者,取得有效問卷共334份,並將以分析結果。
本研究資料結果顯示:
一、消費者對寵物犬情緒偵測AI產品的知覺有用性與知覺易用性皆對使用態度有顯著影響,並間接影響行為意向。
二、消費者對寵物犬情緒偵測AI產品的利益便利性對知覺有用性呈顯著影響,並間接對使用態度亦有正向的影響。
三、消費者對寵物犬情緒偵測AI產品的社會性價值對知覺易用性顯著影響,並間接正向影響對使用態度與行為意向。
從結果而言,透過科技接受模式調查消費者對寵物犬情緒偵測AI產品之接受因素,當中共9個路徑中有7個路徑達到顯著影響,說明本研究具有相當說服力。建議未來研究者研討相關議題時,可將普及化的電子產品整合AI寵物犬情緒偵測做為假設,對於消費者的認知與接受意願可能有所不同。
Pet humanization is set to continue to drive sales of pet care products and services. The opportunity commercialize this trend into a vast range of goods and services. Finding pet owners are looking for more products that can interact with their pets, and the potential market of pet emotion recognition, more and more companies invest in applying artificial intelligence to identify and classify canine emotions through barking sounds. It can be expected that the application of AI to emotion recognition of dogs is just around the corner, and it could perhaps increase the interaction with owners and their dog partners.
This research uses the Technology Acceptance Model (TAM) as a framework to analyze consumer acceptance factors of AI-enabled dog emotion recognition products. Two external variables: social value and benefit of convenience are added to explore the potential attitudes and intentions towards AI-enabled dog emotion recognition products, and to analyze potential relationships and influencing factors. Electronic questionnaires were distributed to general consumers and obtained 334 valid questionnaires.
The results indicates:
1.Perceived usefulness and perceived ease of using AI-enabled dog emotion recognition products have significant impact on consumers' attitude toward using, and indirectly affect their behavioral intentions.
2.Benefit of convenience of AI-enabled dog emotion recognition products has significant impact on consumers' perceived usefulness, and indirectly affects their attitude toward using.
3.Social value of AI-enabled dog emotion recognition products has significant impact on consumers' perceived ease of use, and indirectly affects their attitude toward using and behavioral intentions.
Based on the results, using the Technology Acceptance Model to investigate consumer acceptance factors of AI-enabled canine emotion recognition products, 7 of 9 paths show a significant impact, indicating that this research is quite convincing. It is suggested that when researchers discuss related issues, they can use consumer electronics to integrate AI model of canine emotion recognition as a hypothesis. Consumers' perceptions and willingness to accept may be different.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of marketing, 66(3), 1-17.
Bollen, K. A., & Stine, R. A. (1992). Bootstrapping goodness-of-fit measures in structural equation models. Sociological Methods & Research, 21(2), 205-229.
Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing.
Chin, W. (1998). Issues and opinion on structural equation modeling management. Information Systems Quarterly, 22(1), 19-24.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.
Chin, W. W., & Newsted, P. R. (1999). Structural Equation Modeling Analysis with Small Samples Using Partial Least Squares. In R. Hoyle (Ed.), Statistical Strategies for Small Sample Research (pp. 307- 341). Thousand Oaks, CA: Sage Publications.
Dai, H., Salam, A. F., & King, R. (2008). Service convenience and relational exchange in electronic mediated environment: an empirical investigation.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Farquhar, J. D., & Rowley, J. (2009). Convenience: a services perspective. Marketing Theory, 9(4), 425-438.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
Friedmann, E., Katcher, A. H., Thomas, S. A., Lynch, J. J., & Messent, P. R. (1983). Social interaction and blood pressure: influence of animal companions. Journal of Nervous and Mental Disease.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall.
Hantke, S., Cummins, N., & Schuller, B. (2018, 15-20 April 2018). What is my Dog Trying to Tell Me? the Automatic Recognition of the Context and Perceived Emotion of Dog Barks. Paper presented at the 2018 IEEE International Conference on Acoustics, Speech and Signal Processing (ICASSP).
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20(2), 195-204.
Jones, A. P., & James, L. R. (1979). Psychological climate: Dimensions and relationships of individual and aggregated work environment perceptions. Organizational behavior and human performance, 23(2), 201-250.
Maskeliunas, R., Raudonis, V., & Damasevicius, R. (2018). Recognition of Emotional Vocalizations of Canine. Acta Acustica united with Acustica, 104, 304-314. doi:10.3813/AAA.919173
Payne, E., Bennett, P. C., & McGreevy, P. D. (2015). Current perspectives on attachment and bonding in the dog–human dyad. Psychology research and behavior management, 8, 71.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Slater, D. (1997). Consumer Culture and. Buy this Book: Studies in Advertising and Consumption, 51.
Woodruff, R. B., & Gardial, S. (1996). Know your customer: New approaches to understanding customer value and satisfaction: Wiley.
Yamada, R., Kuze-Arata, S., Kiyokawa, Y., & Takeuchi, Y. (2019). Prevalence of 25 canine behavioral problems and relevant factors of each behavior in Japan. The Journal of veterinary medical science, 81(8), 1090-1096. doi:10.1292/jvms.18-0705
Zilcha-Mano, S., Mikulincer, M., & Shaver, P. R. (2011). An attachment perspective on human–pet relationships: Conceptualization and assessment of pet attachment orientations. Journal of Research in Personality, 45(4), 345-357.
江玉玲(2010)。從依附理論探討老人飼養寵物之形成歷程。元智大學社會暨政策科學學系碩士論文,桃園縣。 取自https://hdl.handle.net/11296/9wm75n
書籍:
• Rogers, E. M. (1995). Diffusion of innovations, (4 th Ed.). New York, NY: The Free Press
• Elmo Lewis(1898) AIDA, 收錄於OXFORD, A Dictionary of Business and Management(6 Ed.)
網頁資料:(以下網址資訊最終查詢日期為西元2021年3月31日)
WPP(2019)人口結構統計:https://population.un.org/wpp/Download/Standard/Population/
PetSecure(2017)世界寵物種類分佈與數量統計:
https://www.petsecure.com.au/pet-care/a-guide-to-worldwide-pet-ownership/#comments
財政部統計處財政統計報第17號(2019):
https://www.mof.gov.tw/multiplehtml/271
張文演(2019)寵物給我們的的生命教育:http://www.ater.org.tw/journal/article/8-11/free/04.pdf
Medium(2018)調查AI新創公司國家與數量: https://medium.com/@bootstrappingme/global-artificial-intelligence-landscape-including-database-with-3-465-ai-companies-3bf01a175c5d
美國白宮(2021)發表之AI戰略:https://trumpwhitehouse.archives.gov/briefings-statements/white-house-launches-national-artificial-intelligence-initiative-office
中國國務院(2017)國發第35號,《新一代人工智能發展規劃》:
http://www.gov.cn/zhengce/content/2017-07/20/content_5211996.htm
Semiconductor Engineering(2018)AI人工智能的發展史:https://semiengineering.com/artificial-intelligence-chips-past-present-and-future/
Jensen III(2018)狗飼主與貓飼主之特質:https://thoughtcatalog.com/lorenzo-jensen-iii/2015/06/17-basic-differences-between-dog-people-and-cat-people/
BOMB01(2019)網站指出狗與貓之差異:https://www.bomb01.com/article/74514
Global Market Insights(2021)寵物照護市場分析:https://www.gminsights.com/industry-analysis/pet-care-market
Global Market Insights(2020)寵物穿戴市場分析:https://www.gminsights.com/industry-analysis/pet-wearable-market
Forbes富比士Sprinkle(2019):https://www.forbes.com/sites/pamdanziger/2019/01/30/pets-are-going-digital-brands-pioneering-in-the-565m-market-for-smart-pet-products/#412c7f8f74b5
資策會MIC(2020)台灣寵物飼主花費:https://mic.iii.org.tw/news.aspx?id=574
財政部國內營利事業家數與銷售統計,時勢公司(2019) 重新整理:https://www.trendsightinc.com/insight/%e6%af%9b%e5%b0%8f%e5%ad%a9%e6%9c%8d%e5%8b%99%e6%a5%ad%e9%9b%99%e4%bd%8d%e6%95%b8%e6%88%90%e9%95%b7%ef%bc%8c%e5%af%b5%e7%89%a9%e7%b6%93%e6%bf%9f%e5%86%8d%e9%80%b2%e5%8c%96/
Washington Post(2019)擁有狗與擁有貓的關係差異比較:https://www.washingtonpost.com/business/2019/04/05/dog-owners-are-much-happier-than-cat-owners-survey-finds/
PetMD, Trantino(2020)Why Do Dogs bark?: https://www.petmd.com/dog/behavior/why-do-dogs-bark
Rogers創新擴散S曲線圖,WiKipedia.com重新繪製
https://zh.wikipedia.org/wiki/%E5%89%B5%E6%96%B0%E6%93%B4%E6%95%A3%E7%90%86%E8%AB%96
Lewis(1898) AIDA Model,Shih-En Chou重新繪製:
https://elliot79313.medium.com/%E6%95%B8%E4%BD%8D%E5%8C%96%E6%99%82%E4%BB%A3-aida-58e4c9dd647d