| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 106 === At present, the adjustment of laws and regulations and changes in the general environment in Taiwan (eg, low birth rates and aging) have led to a decrease in the number of laborers and an increase in personnel costs for enterprises, resulting in the development of industries impact. On the other hand, the efficiency of supply chain management is enhanced through technological innovation and progress (eg, radio frequency identification, IoT payment technology, face recognition technology, etc.). Emerging intelligent unmanned stores, which are currently being created through technology support, have emerged as the market trend and are widely used in various types of food service and retail. In recent years, due to the rise of people's health awareness, the intake of fresh fruits and vegetables is even more important. However, the traditional way of fruit marketing is traditional market, the multi-level channel type, while the traditional market is susceptible to the external environment, and its consumer groups are also limited. Consequently, the purpose of this study is to explore feasibility of combining Intelligent unmanned store with Taiwan's fruit and this study will use extend Technology Acceptance Model to investigate the factors of consumer purchasing fruit, product characteristics, and perceived risk and demand. Five hundred and two effective questionnaires were obtained for the research. Results of this study showed that Technology Acceptance Model and perceived enjoyment were all significant determinants of attitudes towards using; attitudes towards using was significant determinants of behavioral intention to use; perceived risk was not significant determinants of attitudes towards using. Moreover, the result also confirmed that product characterisitics had moderating effect between their attitudes towards using and behavioral intention. Therefore, this study consider that it is possible to sell fruit through intelligent unmanned stores and proposed suggestions for strategies and practices to enhance attitudes towards using of consumer , location and product characteristics.
Key words: Technology Acceptance Model, Perceived Enjoyment, Perceived Risk, Product Characteristics, Intelligent Unmanned Store
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