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機器人擬人化程度對於消費者購買意願之影響：以產品類型為調節效果

為了解決Luxury bag brand ran的問題，作者林俐萱 這樣論述：

日新月異的科技，越來越方便的生活是未來的趨勢，機器人取代人力的趨勢是必然的。在疫情之下，需避免人與人之間的接觸，為了使原本的工作正常運作之下，各個產業購買機器人的市場成長幅度迅速上升。從大家都習以為常的真人服務要轉變成機器人服務，機器人的擬人化程度的高低與消費者的接受度是本研究所探討的範疇，藉由三種擬人化程度不一樣的機器人，在一分鐘的短片內呈現機器人的樣貌、聲音、活動情形及互動反應，供消費者比較差異，接著再比較產品差異。產品的部分使用包包及水，在這兩種產品之中各找出奢侈品與便利品的代表，包包代表品分別為GUCCI包包及H&M包包，而水的產品則由沛綠雅和多喝水作為代表。以這四種產品與三種機器人

搭配圖片詢問消費者的購買意願。研究的方法使用迴歸分析探討擬人化機器人與購買意願的關聯，單因子變異數分析比較三種機器人的差異，用相依樣本T檢定判斷兩種產品的區隔，最後以雙因子變異數重複試驗了解購買意願與包包和水的交互作用。研究結果指出機器人擬人化與消費者購買意願有正向影響，包包的奢侈品會正向調節機器人擬人化程度與消費者購買意願，水的部分沒有成立，此外便利品不會調節機器人擬人化程度與消費者購買意願。本研究貢獻可供企業評估自身產品，若想販售奢侈品可使用類人型機器人，單純販售便利品之企業可以使用非類人型機器人即可。若想延伸本研究建議可再搭配MR理論、腦波、依附關係等因素探討人與機器人之間的關係對於最終

購買意願的影響。

第三代互聯網時代下非同質化代幣於企業對消費者之行銷上的應用研究

為了解決Luxury bag brand ran的問題，作者陳顥宜 這樣論述：

For the past few years, consumer behavior has dramatically shifted due to digitalization and the abruptness of the COVID-19 pandemic. All industries have had to adjust to cater to these new shifts to meet bottom line and sustain growth. One major shift has been the increase of e-commerce across mul

tiple B2C industries. Additionally, NFTs and the metaverse have taken the consumer markets by storm with exponential growth and have presented enormous value to consumers. This thesis takes the case study approach to explore the intricacies of the Web 3.0 era, mainly focusing on the metaverse, block

chain technologies, and NFTs. Through understanding these three core technologies of the Web 3.0 era and secondary data analysis, the report further shows the potential values of endless applications and benefits the technologies can pose for B2C companies, mainly when applied to marketing and brand

ing strategies. More so, narrowing the focus on three B2C industry sectors (FMCG, Arts & Entertainment, Fashion) and closely analyzing current case examples within these sectors on the applications of NFTs, a feasible business model based on ‘NFT-as-a-Service’ was born and proved to provide a unique

selling proposition as the current market is quite scattered and goes beyond just digital NFT art. However, whether the market is long-lasting will primarily depend on consumer reception and accessibility of the technologies to the mass public.