隨著人工智慧科技發展與應用，B2C企業可透過網頁或行動應用程式提供消費者個人化的推薦與服務，促使兩者關係變得比以往更為緊密。基於服務主軸邏輯理論觀點，本研究想瞭解台灣消費者對IKEA國際傢俱企業的知覺個人化服務程度，是否對其使用IKEA Place APP的擴增實境功能以共創IKEA品牌價值意願產生影響。因此，本文進行下列相關調查，包括(1)探索IKEA個人化服務對消費者的品牌知覺價值、知覺風險、知覺能耐與知覺信任影響，以及(2)調查IKEA個人化服務對消費者共創IKEA品牌價值意願的直接與間接關係。本研究以台灣消費者為研究對象，並以Google表單進行網路問卷設計與各種社群媒體蒐集數據。數據蒐集後，採用SPSS與SmartPLS等統計軟體，進行一連串的人口背景描述性統計分析、構念題項的信度分析與效度分析、及研究假說統計驗證。經研究結果顯示，僅有知覺價值與知覺能耐對共創意願有直接顯著影響。個人化服務可透過上述兩個消費者的知覺中介，而間接顯著影響共創意願。 With the development and application of artificial intelligence technology, B2C companies can provide consumers with personalized recommendations and services through web pages or mobile applications, making the relationship between the two closer than ever. Based on the theory of service-dominant logic, This study wants to know whether Taiwan consumers' perceived Personalization to IKEA had an impact on their willingness to use the augmented reality function of IKEA Place APP to co-create IKEA brand value. Therefore, this paper conducts the following related investigations, including (1) Explore the impact of IKEA’s Personalization on consumers’ perceived value, perceived risk, Perceived competence and perceived trust, (2) Investigate the direct and indirect relationship between IKEA's personalized service and consumers Co-creation intentions IKEA brand value. This study takes Taiwanese consumers as the research object, and uses Google Forms to design an online questionnaire and collect data from various social media. After data collection, statistical software such as SPSS and SmartPLS are used to conduct a series of descriptive statistical analysis of population background, reliability analysis and validity analysis of construct items, and statistical validation of research hypotheses. The research results show that only perceived value and perceived competence had direct impacts on co-creation intention significantly. Personalized service only can indirectly influence intention of co-creation through the above-mentioned two consumer perception mediators.
