[[alternative]]The Relationships among Involvement, Perceived Value, Perceived Risk and Usage Attitudes: An Example of Self-Service Store

[[abstract]] 隨著科技的發展，購物型態的轉變，購物商場人事成本的壓力，造就了無人商店的問世，然而無人商店雖然有電商龍頭Amazon帶頭發展，但消費者對無人商店的接受度似乎沒有預期的高，本研究挑選了涉入程度、知覺價值與知覺風險為研究變項，欲瞭解消費者對於無人商店的使用態度。研究以一般消費者為研究對象，採用便利抽樣方式蒐集問卷，共計發放270份問卷，有效回收270份，回收率達100%，並運用SPSS17.0統計軟體，將回收問卷進行信度分析、效度分析、敘述性統計、T檢定、迴歸等統計方法分析問卷。 研究結果顯示：涉入程度對知覺價值有顯著影響。涉入程度對使用態度有顯著影響。知覺價值對使用態度有顯著影響。知覺風險對知覺價值有顯著影響。知覺價值對涉入程度與使用態度有中介效果。 最後根據研究結果進行管理意涵討論，並對欲發展無人商店業者提出本研究之建議。[[abstract]] As technology develops, shopping habits change, and the pressure of personnel costs in shopping malls has caused unmanned stores to emerge. However, even the ecommerce leader, Amazon leads the development of the unmanned stores. Nevertheless, consumer acceptance towards the unmanned stores seems to be lower than expected. In this study, level of involvement, perceived value, and perceived risk were used as the variables for research to understand the consumer attitudes towards the using of unmanned stores. General consumers were used as the object of study and convenience sampling was used as a method while distributing the questionnaires. A total of 270 questionnaires were distributed, and 270 were returned (response rate: 100%). SPSS 17.0 software were used to analyze the collected questionnaires. The methods used in data analysis are reliability and validity analysis, descriptive statistic, t-test, and regression analysis. The results of the study are as follows: (1) Level of involvement has a significant impact on perceived value. (2) Level of involvement has a significant impact on attitudes towards the using of unmanned stores. (3) Perceived value has a significant impact on attitudes towards the using of unmanned stores. (4) Perceived risk has a significant impact on perceived value. (5) Perceived value has an intermediary effect on level of involvement and attitudes towards the using of unmanned stores. Finally, based on the results of this research, its management implications are discussed and suggestions are given to those who wants to build unmanned stores