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研究生:王亭琪
研究生(外文):Wang Ting-Chi
論文名稱:消費者對環物影像展示的評估
論文名稱(外文):Consumers' evaluations of the 3D rotation display
指導教授:林鴻銘林鴻銘引用關係
指導教授(外文):Lin Hung-Ming
學位類別:碩士
校院名稱:明新科技大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:63
中文關鍵詞:360度環物影像產品類別觸摸需求
外文關鍵詞:3D rotationproduct categoryneed for touch
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近年來,360度環物影像技術逐漸被應用在線上產品的展示,相較於靜態圖片,動態的環物影像多了互動性與娛樂性。在購物前,消費者需要對於產品的外觀、形狀、觸感、重量等屬性作出評價,然而,在虛擬環境中,消費者無法經由真實的觸摸去評估產品,於是常出現資訊的落差或是買賣糾紛。相較於靜態圖片,360度環物影像是否有助於消費者對於產品的評估,是本研究所關心的重點。因此,本研究主要目的在探討消費者於不同情境下(產品類別與觸摸需求),不同產品展示介面對於消費者產品評估的影響。
本研究使用實驗法,分為兩個實驗設計,實驗一主要目的在探討消費者瀏覽不同展示介面時,是否會因所呈現的產品類別不同,而對於展示介面的接受程度也有所不同;採用2(產品類別:視覺性 vs. 觸覺性) ×2(產品呈現方式:靜態圖片 vs. 360度環物影像)之二因子混合實驗設計,前者為組間設計,後者為組內設計。研究結果發現,受測者於360度環物影像中評估觸覺性產品的知覺有用性與使用態度高於視覺性產品,而在知覺易用性與知覺娛樂性上則無顯著差異。
實驗二主要目的在探討消費者在瀏覽觸覺性產品時,是否會因觸摸需求程度的不同,而對於呈現方式的接受程度也有所不同;採用2(觸摸需求:高 vs. 低) ×2(產品呈現方式:靜態圖片 vs. 360度環物影像)之二因子混合實驗設計,前者為組間設計,後者為組內設計。研究結果發現,高觸摸需求者於360度環物影像中評估觸覺性產品時,其知覺有用性、知覺娛樂性與使用態度高於低觸摸需求者;受測者於360度環物影像中評估觸覺性產品時,不同程度觸摸需求者其知覺易用性並無差異。

Recently, 3D rotation technology is gradually implemented to online product display. 3D rotation interface is more interactive and entertainment than 2D interface. Prior to purchase, consumers need information regarding product attributes, such as shape, texture, and weight, to made product judgment, However, in the virtual environment, product cannot be evaluated via touch that may result in information gap or trade dispute between buyers and sellers. Thus, this research interest whether 3D rotation is more helpful for product evaluation than 2D interface. In other words, the purpose of this study is to explore that effect of 3D rotation interface on product evaluation under different contexts including product category and individual difference.
Experimental method is used in this study. There are two experimental designs to examine the hypothesis. STUDY 1 employs 2 (product category: geometric product vs. material product) ×2 (product representation: 2D vs. 3D rotation) two factors mix experimental design. The results showed that participants were more agreement with perceived usefulness and attitude when material product was presented via 3D rotation interface than when geometric product was presented via 3D rotation interface.
STUDY 2 employs 2 (NFT: high vs. low) ×2 (product representation: 2D vs. 3D rotation) two factors mix experimental design. The results found that participants with high NFT agreed more with perceived usefulness, perceived enjoyment and attitude when material product was illustrated via 3D rotation display that those with low NFT.

中文摘要 i
英文摘要 ii
目錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 4
第二章 文獻探討 6
2.1科技接受模型 6
2.1.1 理性行為理論 6
2.1.2 科技接受模型 7
2.1.3 延伸性科技接受模型相關研究 11
2.2環物攝影 12
2.2.1 環物攝影原理 13
2.2.2 環物攝影優勢與應用 13
2.3 觸摸需求 17
2.3.1 工具性觸摸需求 17
2.3.2 娛樂性觸摸需求 18
2.3.3 觸摸需求程度 19
第三章 研究方法 23
3.1 研究架構 23
3.2 實驗一 23
3.2.1 前測 23
3.2.2 受測者與實驗設計 26
3.2.2.1 實驗素材 26
3.2.3 實驗流程 29
3.2.4 變數衡量 29
3.2.5 操作型定義與衡量 30
3.2.5.1 延伸性科技接受模型之定義 30
3.2.5.2 延伸性科技接受模型之衡量 31
   3.3 實驗二 32
3.3.1 受試者與實驗設計 32
3.3.2 實驗素材 32
3.3.3 實驗流程 32
3.3.4 變數衡量 33
3.3.5 操作型定義與衡量 33
第四章 研究結果 35
4.1 實驗一 35
4.2 實驗二 37
第五章 研究結論與建議 39
5.1 研究結果與討論 39
5.1.1 實驗一 39
5.1.2 實驗二 40
5.2 實務應用建議 42
5.3 未來研究 43
5.4 研究限制 44
參考文獻 45
附錄一視覺性產品網頁 49
附錄二觸覺性產品網頁 53
附錄三紙本問卷 57

資策會(民99年10月18日)。【統計】2010台灣線上購物市場規模3,583億元。民99年10月19日,取自:http://www.iii.org.tw/Service/3_1_4_c.aspx?id=127
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