智慧商店的出現讓消費者在購物時，與現有便利商店多了一項新選擇，消費者在購物時是否會如企業預期般轉換至智慧商店為本研究重點，過去相關研究中，多在探討智慧商店設立之提供新科技、新服務模式將促進消費，幾乎未曾關注研究消費者在智慧商店及現有便利商店之間的轉換意圖，當智慧商店的出現是否影響消費者願意轉換，並同時將新、舊服務模式共同深入探討。本研究以推力-拉力-維繫力模型探討其消費者之轉換意圖，並且針對那些因素影響消費者轉換，其構面因素是否造成消費者轉換至智慧商店行為的產生。

本研究採用線上問卷形式蒐集樣本，並以 X-STORE 介紹影片輔助填答者了解智慧商店，共回收 279 份有效問卷，透過統計分析檢驗本研究之研究模型及設計構面具有足夠之信效度。研究結果顯示，在智慧商店出現之下，推力-拉力-維繫力模型能有效解釋消費者對智慧商店之轉換意圖。在本研究中，推力效果 (無新奇性、服務等候長、服務態度差)、拉力效果 (相對優勢、服務創新、社會價值)、互動模式維繫力效果 (轉換成本、互動需求)，有效解釋消費者對智慧商店轉換意圖並具有顯著影響；其服務模式維繫力效果 (慣性、服務多元化) 則未達到顯著。最後，本研究提出理論及實務意涵之建議，期望對未來相關研究有所助益。

The emergence of smart stores has allowed consumers to make a new choice within existing convenience stores when shopping. However, whether consumers will switch to smart stores as the enterprise expects is the focus of this research. In the past research, are more on discussing the new technology provided by smart stores, there are not studied discussed the intention of consumers to switch between smart stores and existing convenience stores. The research has extended Push-Pull-Mooring model to explaining and analyzing the factors that influence the consumers’ decision to switch to a smart store or to stay with the existing convenience stores.

The data collected from 279 users of the Internet provide reliability and validity for the research model. The results showed that Push-Pull-Mooring model explains the user's switching intention effectively and both push effects (non-novelty, service waiting experience, poor service attitude), pull effects (relative advantage, service innovation, social value), mooring effects of interactive mode (switching cost, needs for interactive) have significant effects on switching intention, and mooring effects of service mode (inertia, service diversity) are not significant in the research. In addition, the research also discussed practical implications for theory, practice, and suggestions for future research.

論文審訂書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與目的 5
第四節 研究方法與流程 6
第二章 文獻探討 7
第一節 智慧商店 7
第二節 推力-拉力-維繫力理論 (Push-Pull-Mooring Theory) 9
一、人口遷徙理論 9
二、推力-拉力理論 11
三、遷徙的維繫力 (Mooring) 12
四、推力-拉力-維繫力模型 (Push-Pull-Mooring Model) 13
第三節 慣性 (Inertia) 17
第三章 研究方法 19
第一節 研究模型 19
第二節 研究假說 22
一、推力效果 22
二、拉力效果 24
三、維繫力效果 25
第三節 操作性定義 29
第四節 研究設計 31
一、研究對象 31
二、問卷設計 31
三、前測與資料蒐集 36
第四章 資料分析 38
第一節 樣本基本資料分析 38
第二節 衡量模型 40
一、信度分析 (Reliability) 41
二、收斂效度分析 (Convergent Validity) 43
三、區別效度分析 (Discriminant Validity) 45
四、共線性分析 (Multicollinearity) 47
五、共同方法偏誤 (Common Method Bias) 48
第三節 結構模型及假說驗證 52
第五章 結論與建議 56
第一節 研究結果與建議 56
一、推力效果對轉換意圖之影響 56
二、拉力效果對轉換意圖之影響 57
三、維繫力效果對轉換意圖之影響 58
第二節 理論及實務意涵 60
一、研究理論面向 60
二、研究實務意涵 60
第三節 研究限制與未來研究方向 61
一、研究限制 61
二、未來研究方向 62
參考文獻 63
附錄：本研究正式問卷 73

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