本研究大學生為分析對象，探討消費者在實體書店逛書時，若遇到實體書店提供智慧音箱為基礎的AI客服的使用意向，並根據科技接受模型與計畫行為理論建構出本文之理論模型。 本研究發現電子書的通路重要性已經超過實體書店，若實體書店提供智慧音箱為AI客服時，有62.9%受訪者表示會使用。 有95.8％受訪者贊同AI客戶服務是未來實體書店服務趨勢，在智慧音箱設定聲音方面，有過半數受訪者喜歡「女生的聲音」，而年級與購買智慧音箱與是否有使用語音助理、是否使用AI客服、聲音設定、智慧音箱的造型等方面有顯著差異，女性比男性更偏好卡通的造型。 從結構方程模型分析的結果顯示，態度、主觀規範與知覺行為控制等三個構面都對行為意向具有直接影響，但影響消費者在實體書店使用智慧音箱的智慧客服之行為意向最大的因素是主觀規範。 知覺易用性與知覺有用性對於行為意向都會經由態度而具有正向的間接影響，雖然知覺易用性與知覺有用性對於行為意向間接影響的路徑不同，但是其影響程度是相同的。 This study takes college students as the analysis object and discusses the consumers' willingness to use books when they use AI smart speaker service in brick-and-mortar bookstores. The theoretical model of this paper is constructed based on the technology acceptance model and the planned behavior theory. This study found that the importance of e-book access has exceeded that of brick-and-mortar bookstores. If the brick-and-mortar bookstore provides customer service as AI speakers, 62.9% of the respondents said they would use it. AI customer service is the future trend of brick-and-mortar bookstore services, and 95.8% of the respondents agree. In terms of setting sounds on smart speakers, more than half of the respondents like ＂girl voices＂. There are significant differences between the grade and purchasing smart speakers, whether they use voice assistants, whether they use AI customer service, sound settings, and the shape of smart speakers. And women prefer cartoon shapes to men. The analysis results from the structural equation model show that there are three facets that directly affect behavior intentions: attitude, subjective norms and perceptual behavior control. However, the biggest factor affecting consumers' smart customer service behavior in using AI smart speakers in brick-and-mortar bookstores is subjective norms. Perceptual usability and perceptual usefulness have positive indirect effects on behavior intentions through attitudes. Perceptual usability and perceptual usefulness have the same degree of influence, although the path to indirect imaging of behavioral intentions is different.
