元宇宙是未來人工智慧最重要的應用服務之一，近年來有關元宇宙的應用由會議、教育，也慢慢拓展到零售業，而實體書店如何經由元宇宙技術發展與網路書店不同的服務將會是一個重要的發展趨勢。本研究以科技接受模型為分析模型，經由網路問卷收集資料，分析的結果顯示有用性、易用性會顯著正向影響使用元宇宙的態度，此外，使用態度與有用性會對元宇宙的使用意向有直接的影響。本文分析的結果顯示科技接受模型可以有效解釋讀者選擇元宇宙書店服務的行為會受到哪些因素影響，研究結論可供網路書店相關管理者建構元宇宙書店時的參考依據。 Metaverse will be one of the most critical application services of artificial intelligence in the future. In recent years, the application of Metaverse has gradually expanded from conferences and education to the retail industry. How can brick-and-mortar bookstores develop different services from online bookstores through Metaverse technology? will be an essential development trend. This research uses the Technology Acceptance Model as the analytical model and collects data through online questionnaires. The results of the analysis show that usefulness and ease of use have a significant positive impact on the attitude toward using the Metaverse. In addition, the attitude and effectiveness of using the Metaverse will significantly affect the attitude of the Metaverse. Intention to use has a direct impact. The results analyzed in this paper show that the technology acceptance model can effectively explain the factors that affect readers' behavior in choosing Metaverse bookstores.
