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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
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  • 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.

    目錄 摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VII 1. 緒論 1 1.1研究背景 1 1.2研究動機與目的 2 1.3研究流程 3 2. 文獻探討 5 2.1寵物飼養種類與數量分布 5 2.2 寵物照護產業市場概況 7 2.3寵物犬於家庭中的貢獻與角色關係 14 2.4寵物犬行為與寵物犬飼主特質 16 2.5 AI人工知能發展趨勢與技術可能性 18 2.6科技接受模式(Technology Acceptance Model, TAM) 21 2.7便利性理論 23 2.8顧客價值 24 3. 研究設計與方法 26 3.1研究架構與假設 26 3.2. 問卷內容設計 28 3.3. 抽樣設計方式 30 3.4. 統計分析方法 31 3.4.1. 敘述性統計分析 31 3.4.2. 信度分析 32 3.4.3. 效度分析(Validity Analysis) 32 3.4.4. 結構模型分析 33 4. 研究分析與結果 33 4.1. 樣本特性說明與資料分析結果 33 4.2. 敘述性統計 35 4.3. 信度及效度分析 36 4.4. 區別效度分析 38 4.5. 結構模式分析 40 5. 結論 43 5.1結論 43 5.2學術意涵 45 5.3管理意涵 46 5.4未來研究建議及限制 49 參考文獻 51 附錄 55

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