隨著智慧語音助理技術的迅速發展，其在日常生活與商業場域中的應用逐漸普及，語音助理的服務品質成為影響使用者科技接受與行為意向的重要因素。過去對語音助理的研究多集中於功能性、人格特質或隱私問題，本研究則基於服務品質（SERVQUAL）與科技接受模型（Technology Acceptance Model, TAM），從使用者的角度出發，探討服務品質各構面對語音助理感知有用性、感知易用性、滿意度與行為意向之影響，以了解語音助理服務接受度的全面因素。
本研究以網路問卷方式蒐集資料，於2024年3月間回收354份問卷，剔除無效樣本後，最終有效樣本為319份。採用結構方程模型（SEM）進行分析。結果顯示，在服務品質構面中，保證性與同理心正向影響感知有用性；可靠性與回應性正向影響感知易用性；而隱私性對感知有用性則呈現負向影響。感知易用性進一步正向影響感知有用性，感知有用性則強烈正向影響滿意度，滿意度又正向影響行為意向。此外，本研究亦進行群組比較分析，發現世代、教育程度及使用年資等背景變項會調節各構面之間的影響力。
本研究的主要貢獻在於提出整合SERVQUAL與TAM的綜合模型，深入探討語音助理服務品質感知對使用者科技接受歷程的影響，並突顯出不同構面在不同心理路徑中所扮演的角色差異，學術理論提供新的擴展。同時，實務上亦提供開發商設計與優化語音助理服務時的具體建議，強調以「價值感知」為核心導向的開發策略，以提升使用者滿意度與持續使用意圖。最後，本研究亦針對樣本結構、資料蒐集方法與研究設計提出未來研究建議，以期提供後續研究更完善的參考基礎。

As intelligent voice assistants become increasingly integrated into daily life and commercial applications, service quality has emerged as a critical factor influencing user acceptance. While previous studies have primarily focused on functionality, personality traits, or privacy concerns, this research adopts an integrated framework combining SERVQUAL and the Technology Acceptance Model (TAM) to examine how various service quality dimensions affect perceived usefulness, perceived ease of use, satisfaction, and behavioral intention.
This research utilized an online questionnaire and use Structural Equation Modeling (SEM) to analyze the relationships among key variables. The results reveal that, among the service quality dimensions, Assurance and Empathy significantly enhance perceived usefulness, while Reliability and Responsiveness positively influence perceived ease of use. In contrast, Privacy exerts a negative effect on perceived usefulness. Additionally, the study conducted a group-differences analysis, revealing that generation, education level, and usage experience each have varying impacts on key relationships.

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