全通路時代來臨，實體通路的角色從販售「商品」轉型成販售「購物體驗」，使得優化顧客體驗成為實體零售商不斷找尋的目標。加上近年來人工智慧科技的加速發展，各國零售業紛紛引進服務型機器人，實現人機協同的價值，更創造有效率且節省人力的新銷售模式。
本研究以探討零售環境中顧客對服務型機器人之接受度，從中解讀他們對機器人屬性的偏好以及影響行為意圖的心理過程，並藉由消費者科技特徵來調節機器人性能和認知態度間的關係，解讀顧客對機器人協同購物行為之可行性。結果顯示，顧客的態度和使用意圖受到產品屬性的顯著影響，顧客除了重視機器人的功能外，視覺上的吸引力可以造就顧客情緒上的愉悅，進而導致口碑行銷的傳遞。因此機器人開發者可強化機器人的社交、陪伴功能，有助於體驗的心情更愉悅、滿足，或是打造獨特、擬人化的外觀，有助於體驗的心情更興奮、激動。未來也建議零售業者將顧客對科技的熟悉度、信心度、創新度等個人特徵建立到資料庫，讓機器人更有效的展現專屬客製化的服務體驗。

With the advent of Omni-Channel era, The role of offline store has changed from selling “product” to selling “shopping experience”, making “optimized customer experience” a target for offline retailers. In addition, in recent years, the rapid development of AI technology, retailers in various countries have introduced service robots to achieve the value of human-computer collaboration, and create a more efficient and manpower-saving new sales model.
This study explores customer acceptance of service robots in a retail environment, and understands their preferences for robot attributes and mental processes that affect behavior intention. Then, the relationship between cognitive attitudes and robot performance is moderated by consumer technology traits. It is expected to understand the feasibility of customer's robot-assisted shopping behavior in the future. The results of the study show that the customer's attitude is significantly affected by various product attributes, which in turn determine the use intention. Among them, besides paying attention to the functions of the robot, the visual appeal is an important factor. The happier or more excited customers are, the more willing they are to conduct word-of-mouth marketing. Therefore, the robot developer may strengthen the robot's social and companionship functions to help the user feel more enjoyable and satisfied, or create a prototypical and anthropomorphic appearance to make the user more exciting and spiritual. In the future, it is also recommended that retailers establish a database of customers characteristics such as degree of familiarity, confidence and innovation of personal in order to allow robots to display customized services effectively.

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