購物的型態自人類文明開始便不斷地演變，網路的普及化造就了今日蓬勃發展的電子商務。當網路購物已被普羅大眾所接納，在這個趨近飽和的市場，唯有突破現況的新思維才能讓企業在競爭的環境之下佔有一席之地。本研究運用在南韓已開先例的虛擬商店看板設計與e-Bay的購物櫥窗概念，結合了虛實合一的營運思維，將仿真的商品圖片印製在海報上貼在捷運的月台並設有資訊服務機器，讓通勤族在等車之餘能利用智慧型手機掃描商品的QR code完成購物。本研究以科技適配理論和社會臨場感理論為主，認知可用性和不確認感為輔，採用問卷方法探究哪些因子會影響消費者採用虛擬商店購物模式之意圖。研究結果顯示，消費者認知科技適配程度影響此購物模式的認知可用性並促進採用此購物模式，社會臨場感決定了消費者對購物任務和科技的採用之間的適配程度。然而，社會臨場感卻無法消弭消費者對此消費模式的不確定感。但是，社會臨場感對使用意圖有直接的正面影響。同時，降低不確定感和消費者採用虛擬商店並無顯著的關係。

Virtual Display Store utilizes lifelike product poster display and kiosk set up in the public transit system using Smartphone to process shopping task. Busy commuters can take an advantage of saving shopping trips to grocery stores while they are waiting for their train or bus to arrive. This paper aims to explore factors that contribute consumers’ intention to use Virtual Display Store using task-technology Fit and social presence theories as main theoretical framework. The research results supports by empirical data gathered from survey indicates a fit between task and technology play the key role in contributing perceived usefulness by consumers and ultimately lead to buying intention. Social presence has been proven to be an effective agent in promoting the level of fit between task and technology as well as perceived usefulness perceived by consumers; however, it fails to explain uncertainty that associate with Virtual Display Store adoption. But social presence alone is sufficient to predict intention to use. Unfortunately, decrease the level of uncertainty shows no significant connection to increase consumers’ intention to use Virtual Display Store.

Chapter 1. Introduction
1.1 Research Background
1.1.1 Case 1: Homeplus Virtual Store Seoul, South Korea
1.1.2 Case 2: “Shopable Window” projects launched by e-Bay Inc. and its project partners
1.1.3 Concepts behind design of HomePlus Virtual Store
(1) AIDA communication theory
(2) Vending machine like, but not exactly!
1.1.4 Why should I use Virtual Display Store?
(1) Concept of Pull and push
(2) Transaction cost theory – searching cost and decision making cost
1.1.5 Comparison Chart of Different Type of Commercial Activities
1.2 Research Purpose
Chapter 2. Literature Review
2.1 Technology
2.1.1 Mobile Communication Technology
2.1.2 QR Code
2.2 Shopping Task
2.3 Technology Acceptance Model (TAM)
2.3.1 Definition
2.3.2 TAM Model
2.3.3 Why using perceived usefulness (PU) alone?
2.4 Task-Technology Fit (TTF)
2.4.1 Definition
2.5 Relationship between Technology Acceptance Model (TAM) and Task-Technology Fit (TTF)
2.6 Social Presence
2.6.1 Definition
2.6.2 Intimacy and Immediacy
2.6.3 History of Social Presence theory development
2.6.4 Studies that apply Social Presence theory in the E-Commerce
2.6.5 Virtual Product Experience (VPE)
2.7 Uncertainty
Chapter 3. Research Model and Hypotheses
3.1 Research Model
3.2 Research Hypotheses
Chapter 4. Research Methodology
4.1 Measurement Development
4.2 Survey administration
Chapter 5 Data Analysis
5.1 PLS Analysis
5.1.1. Measurement Model
5.1.2. Structural Model
5.2 Finding and Discussion
5.3 Hypotheses Results
Chapter 6 Conclusion
6.1 Conclusion
6.2 Contribution and Implication
6.3 Research Limitation and Future Research

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