臺灣博碩士論文加值系統

本研究目的是要探討網路使用者使用網路虛擬實境科技的關鍵構念與其對行為意向與使用行為之影響。以整合性科技接受模式(UTAUT)來對於網路使用者進行實證性的研究與探討。透過文獻的蒐集與整理，設計出一份符合網路使用者對於網路虛擬實境科技的接受特性的量表，量表完成後進行問卷調查。本研究採用結構方程模型(SEM)統計方法，並使用AMOS 6.0統計軟體，進而了解模式中各構念之間的關係，並以實證資料檢定本研究所提之假設。研究結果顯示出影響網際使用者接受網路虛擬實境科技的因素可以歸納為三點：績效預期、知覺愉悅以及促成因素。而在不同的人口統計變數的情況下，網路使用者對於行為意向與使用行為，其重視程度會有所差異。因此本研究建議電子商務網站的經營者應多利用虛擬實境技術，來創造價值來吸引顧客。

The purpose of this paper is to assess the key factors affecting the Internet User's Acceptance of Virtual Reality Technology on the Internet. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study verified the model and tested the proposed hypotheses with the empirical data obtained through a questionnaire survey. Structural equation modeling (SEM) with AMOS 6.0 was used to evaluate the relationship among the constructs in the model. The results indicate that there are three factors: performance expectancy, perceived playfulness, and facilitating conditions, exerting influence on the acceptance of Virtual Reality Technology and that the influences on behavioral intentions vary with respondents’ demographics, suggesting that E-Commerce website developers should incorporate more Virtual Reality Technology to create the value for the users in order to attract the potential customers.

目錄
頁
九十八學年度碩士論文摘要 i
目錄 ii
表目錄 iv
圖目錄 v
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 虛擬實境 4
第二節 科技接受行為相關理論 5
第三節 知覺愉悅 12
第三章 研究方法 14
第一節 研究架構 14
第二節 操作化定義 16
第三節 研究假設 20
第四節 研究對象 21
第五節 統計分析方法 22
第四章 資料分析 23
第一節 樣本資料 23
第二節 信度分析 24
第三節 效度分析 25
第四節 整體模式適配度 28
第五節 假設檢定 30
第六節 干擾效果檢定 33
第五章 結論與建議 36
第一節 結論 36
第二節 管理意涵 37
第三節 研究限制 39
第四節 未來研究 39
參考文獻 40

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