消費者對訂閱制客製化兒童輔具的 接受程度與影響因素之研究

本研究旨在探討消費者對「訂閱制客製化兒童輔具」的採用意圖，並檢驗知覺風險在創新特性與採用意圖間的調節效果。本研究以科技接受模式與創新擴散理論為理論基礎，針對台灣身障子女之家長進行問卷調查，總計回收有效樣本108份。本研究採用偏最小平方法結構方程模型進行資料分析。研究結果顯示，「相對優勢」與「知覺易用性」對採用意圖皆具有顯著正向影響，意即當家長認為訂閱制輔具服務相較於傳統購買方式更具效益，且操作簡便時，將更傾向於採用此創新服務。然而，「相容性」、「可試用性」及「知覺有用性」對採用意圖之影響未達顯著，推測可能與受訪者對該服務尚未具備充分認識或缺乏實際體驗有關。此外，知覺風險於創新特性與採用意圖間之調節效果亦未獲得支持，顯示在高度不確定性的創新採用情境下，風險評估尚未對採用意圖產生顯著干擾作用。綜合言之，本研究發現消費者對新型態兒童輔具服務之採用意圖，主要受其知覺價值與操作便利性所驅動，而非完全取決於產品與個人生活方式的契合程度。建議實務上業者可強化相對優勢之溝通，例如透過用戶經驗分享及效益展示，並優化平台介面以提升使用友善度，從而降低潛在顧客初次採用的心理與技術門檻。未來研究亦建議納入品牌信任、實體體驗及社群互動等因素，以更全面理解消費者對創新產品採用之認知與行為機制。

This study aims to explore consumers’ adoption intentions toward “subscription-based customized assistive devices for children” and examine the moderating effect of perceived risk on the relationship between innovation characteristics and adoption intention. Grounded in the Technology Acceptance Model (TAM) and Diffusion of Innovations (DOI) theory, this study conducted a questionnaire survey targeting parents of children with disabilities in Taiwan and collected 108 valid responses. Data were analyzed using partial least squares structural equation modeling (PLS-SEM).The results show that “relative advantage” and “perceived ease of use” have significantly positive effects on adoption intention. In other words, when parents perceive subscription-based assistive device services as more beneficial than traditional purchasing methods and easy to operate, they are more inclined to adopt this innovative service. However, “compatibility,” “trialability,” and “perceived usefulness” did not significantly influence adoption intention, which may be attributed to respondents’ limited understanding or lack of hands-on experience with the service. Moreover, the moderating effect of perceived risk on the relationship between innovation characteristics and adoption intention was not supported, suggesting that under conditions of high uncertainty in innovation adoption, risk assessment has not yet significantly interfered with the adoption intention.In summary, this study found that consumers’ adoption intentions toward this new type of children’s assistive service are mainly driven by perceived value and operational convenience rather than by the degree of compatibility with their personal lifestyle. From a practical perspective, service providers should strengthen the communication of relative advantages, such as through user experience sharing and benefit demonstrations, and optimize the platform interface to enhance user-friendliness, thereby reducing psychological and technical barriers to first-time adoption. Future research should incorporate factors such as brand trust, physical experience, and community engagement to gain a more comprehensive understanding of the cognitive and behavioral mechanisms underlying consumers’ adoption of innovative products.