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研究生:葉金源
論文名稱:大型動感模擬遊戲機之市場區隔與消費者接受意願之研究
論文名稱(外文):A Study of Consumer's Adoption and Market Segmentation on The Entertainment Motion Simulator
指導教授:唐瓔璋唐瓔璋引用關係
學位類別:碩士
校院名稱:國立交通大學
系所名稱:管理學院碩士在職專班經營管理組
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:2010
畢業學年度:98
語文別:中文
論文頁數:51
中文關鍵詞:虛擬實境臨場感創新決策過程
外文關鍵詞:virtual realitypresenceinnovation decision process
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虛擬實境技術一向被視為具有龐大發展與應用潛力,其以電腦高速運算為發展平台,整合三度空間電腦繪圖、立體音效與相關技術等的綜合應用,營造「臨場感」的擬真體驗。本論文主要藉由VE臨場感理論及創新決策過程理論,從玩家的臨場感經驗,區隔出不同類型玩家,探究他們在消費意願上有何差別。
本研究參考Witmer等人的臨場感模型設計問卷,接著採用問卷調查法進行資料收集,透過遊樂場所做現場調查總計回收192份有效問卷。依據臨場感模型的控制立即性、實際環境的可修正性、多種模式的呈現、選擇性關注、身歷其境感、生活方式等六個構面進行因素分析,萃取出操控樂趣、身入其境、樂此不疲、嚐試創新共四個因素,並將四大因素予以分群。而利用集群分析,區隔為三個族群,分別為:嚐鮮新手族、經驗熟練族及忠誠喜愛族,並針對人口統計變數、使用行為變數及消費意願進行外部一致性分析。
結果顯示,大型動感模擬遊戲是一項創新科技的產品且都可提供給任何不同人文背景的消費族群消遣娛樂,對於定期更新產品各項屬性及提昇各項服務品質是可以提高消費者因臨場經驗刺激享受而產生持續消費的意願,進而使經銷業者持續獲利。另外,透過區隔的方式,我們能更清楚的觀察到不同區隔市場的差異性來決定目標顧客群,以提供業者制定行銷策略。

It is believed that a huge potential of development and applications lies in virtual reality technology because it adopts high-speed computation platform and integrates 3D computed graphic, stereo sound, and other related applications, all directed to create a high-fidelity virtual reality experience. In this paper, Presence Theory and Innovation Decision Process are used to categorize and to understand the different types of players from their presence experience, and further to explore the difference in their willingness to play games.
The questionnaires were designed by adopting from Witmer et al's Model. The method used to collect our data was through surveying. A total of 192 valid questionnaires were collected through the arcade game playground. According to the Presence Model, there are six dimensions that were analyzed: immediacy of control, physical environment modifiability, multimodal presentation, selective attention, scene realism and life style. These six dimensions were analyzed and were categorized into 4 major subjects: their pleasure of manipulation, their virtual reality, their weariless of enjoying, and their willingness to try things out. The use of cluster analysis, separated into three groups, namely: curious new family and experienced sophisticated family and loyal to the favorite family and the demographic variables, consumer behavior and service contents to proceed external consistency analysis.
The result shows that the entertainment motion simulator is an innovation and technology product and is available to different demographic groups for entertainment, regularly updated product properties and further enhance its service quality is able to increase their willingness of consumption continuously due to presence experience of enjoyment, indirectly in making the distributors continues to profit. In addition, we were able to clearly observe the different market in order to identify target consumer groups and to provide our research results to the industry to formulate their marketing strategies.
中文摘要 ……………………………………………………………………… i
英文摘要 ……………………………………………………………………… ii
誌謝 ……………………………………………………………………… iii
目錄 ……………………………………………………………………… iv
表目錄 ……………………………………………………………………… vi
圖目錄 ……………………………………………………………………… vii
一、 緒論………………………………………………………………… 1
1.1 研究背景…………………………………………………………… 1
1.2 研究動機…………………………………………………………… 2
1.3 研究目的…………………………………………………………… 3
1.4 研究範圍…………………………………………………………… 3
1.5 研究流程…………………………………………………………… 4
二、 文獻探討…………………………………………………………… 5
2.1 大型動感模擬遊戲機……………………………………………… 5
2.1.1 大型動感模擬遊戲機的發展概況………………………………… 5
2.1.2 大型動感模擬遊戲機產品屬性…………………………………… 7
2.1.3 大型動感模擬遊戲機用途及類型………………………………… 9
2.1.4 大型動感模擬遊戲機消費模式…………………………………… 12
2.2 臨場感理論………………………………………………………… 13
2.2.1 臨場感的定義……………………………………………………… 13
2.2.2 動感模擬遊戲與臨場感…………………………………………… 14
2.3 創新決策過程理論………………………………………………… 15
2.3.1 創新的定義與類型………………………………………………… 15
2.3.2 創新決策過程模型………………………………………………… 16
2.4 市場區隔理論……………………………………………………… 18
2.4.1 市場區隔的意義…………………………………………………… 18
2.4.2 市場區隔之條件…………………………………………………… 19
2.4.3 市場區隔之基礎…………………………………………………… 20
2.4.4 市場區隔方法之設計……………………………………………… 20
2.4.5 市場區隔化之程序………………………………………………… 21
2.4.6 市場區隔化之效益………………………………………………… 22
三、 研究方法…………………………………………………………… 23
3.1 研究架構與假設…………………………………………………… 23
3.2 變數操作性定義與衡量…………………………………………… 25
3.3 問卷設計…………………………………………………………… 26
3.4 抽樣方法與資料收集……………………………………………… 28
3.5 資料分析方法……………………………………………………… 29
四、 資料分析…………………………………………………………… 31
4.1 樣本結構分析……………………………………………………… 31
4.2 因素分析及信度分析……………………………………………… 32
4.3 集群分析…………………………………………………………… 34
4.4 不同臨場感程度玩家族群,在人口統計之外部一致性分析…… 35
4.5 不同臨場感程度玩家族群,在使用行為之外部一致性分析…… 36
4.6 不同臨場感程度玩家族群,在消費意願之外部一致性分析…… 38
五、 結論與建議………………………………………………………… 43
5.1 結論………………………………………………………………… 43
5.2 研究限制…………………………………………………………… 44
5.3 建議………………………………………………………………… 44
參考文獻 ……………………………………………………………………… 45
附錄一 本研究調查之問卷………………………………………… 49

中文索引
1. 林亮德,「消費者創新產品之採用行為與產品屬性評估之研究—以數位影音光碟機(DVD)為例」,碩士論文,民國八十九年。
2. 周榮剛,「虛擬環境中臨境感及其測量方法」,中國科學院心理研究所研究報告,北京,民國九十三年。
3. 莊丙農,「從沈浸理論探討免費線上遊戲玩家對購買 電腦周邊產品行為意圖之研究」,碩士論文,民國九十七年。
4. 陳正昌,多變量分析方法統計軟體應用,五版,五南,民國98年10月。
5. 陳貞岑,「智慧資本與組織創新績效間關係之研究-以企業家精神導向、市場導向為調節變數」,碩士論文,民國九十五年。
6. 張雅卿,「創新擴散理論Theory of Diffusion of Innovation」,國立嘉義大學生物事業管理所研究報告,民國九十六年。
7. 蔡文凱,「主題遊樂園服務品質、顧客滿意、知覺價值與行為意向關係之研究─以月眉育樂世界探索樂園為例」,碩士論文,民國九十四年。
8. 智富月刊,「商用遊戲機點石成金」,民國九十五年。
9. 游勝章,「台灣地區消費者對128位元遊戲機接受意願之研究」,碩士論文,民國九十一年。
10.領航數位國際(股)公司,http://www.injoymotion.com
11.賴士葆,「研究發展/行銷/製造三部門互動與新產品發展績效相關之研究」,中華經濟
企業研究所研究叢論,中華經濟研究院,台北,民國七十八年。
12.劉水深,產品規格化與策略運用,台北,民國七十三年。
13.蘇瑞怡,「海上旅客運送安全管理與安全績效之研究」,碩士論文,民國九十六年。
14.鄭家真,「消費者對自有品牌態度以及購買傾向之研究—以量販店為例」,碩士論文,
民國九十一年。
15.數位時代,「全球遊戲機產業,火辣奔來!」,民國九十四年。

英文索引
1. Alfred, S. B., "Market Segmentation by Personal values and Salient Product Attributes", Journal of Advertising Research, Vol.21, No.1, pp.29-35, 1981.
2. Alistair Sutcliffe, Brian Gault, and Jae-Eun Shin., Presence, memory and interaction in virtual environments. International Journal of Human-Computer Studies, 62(3):307-327, March 2005.
3. Barfield, W., & Hendrix, C., The effect of update rate on the sense of presence within virtual environments. Virtual Reality: Research, Development, and Application, 1(1), 1995.
4. Barfield, W., & Weghorst, S., The sense of presence within virtual environments: A conceptual framework. In G. S. M. Smith (Ed.), Human-computer interaction: Applications and case studies (pp. 699-704). Amsterdam: Elsevier, 1993.
5. Barfield, W., Zeltzer, D., Sheridan, T., and Slater, M., Presence and performance within virtual environments. In W. Barfield, & T. A. Furness (Eds.), Virtual environments and advanced interface design (pp. 473-513). New York: Oxford University Press, 1995.
6. Berman, Barry & Evans, Joel R., Marketing, Mac Mrillian Publishing Co., p.189-193, 1982.
7. Blattberg, R. C. & Sen, S. K., "Market Segmentation Using Models of Multidimensional Purchasing Behavior", Journal of Marketing, Vol.38, pp.17-28, Oct 1974.
8. Chung-Shu Liao, Chih-Fang Huang, Wei-Hua Chieng, “A Novel Washout Filter Design for a Six Degree-of-Freedom Motion Simulator,” JSME International Journal, Volume 47, pp. 626-636, No.2 June 2004.
9. Engel, J. F., Blackwell, R. D., & Kegerreis, R. J., How information is used to adopt an innovation. Journal of Advertising Research, 9(12), 350-362, 1969.
10.Fontaine, G., "The experience of a sense of presence in intercultural and international encounters’", Presence: Teleoperators and Virtual Environments, Vol. 1 No.4, pp.1-9., 1993.
11.Jerome, C. J., & Witmer, B. G., Immersive tendency, feeling of presence, and simulator sickness: Formulation of a causal model. Proceedings of the Forty-sixth Annual Meeting of the Human Factors and Ergonomics Society, 2197–2201, October 2002.
12.Kotler, P. , Marketing Management:Analysis,Planning,Implementation and control, 9th ed.,Prentice-Hall Inc., 1998.
13.Lessiter, J., Freeman, J., Keogh, E., & Davidoff, J., A cross-media presence questionnaire: The ITC sense of presence inventory. Presence: Teleoperators and Virtual Environments, 10(3), 282–297, 2001.
14.Marcus, Modern Marketing, N.Y Ran House,1975.
15.McCarthy, Jerome E., Basic Marketing: A Managerial Approach Haomewood, Illinois: Richard D. Irwin Inc., 7th ed., 1981.
16.Roger, J. Calanton, Alan G. Sawyer, "The Stability of Benefit Segments," Journal of Marketing Research, Vol.15, pp.395-404, Aug.1978.
17.SAS Institute., SAS/STAT user's guide, version 9. 2th edition. SAS Institute Inc, Cary, NC, 1999.
18.Schubert, T., Friedman, F., & Regenbrecht, H., The experience of presence: Factor analytic insights. Presence: Teleoperators and Virtual Environments, 10(3), 266–281, 2001.
19.Schubert, T., Regenbrecht, H., Friedmann, F. (2000). Real and illusory interaction enhance presence in virtual environments. Paper presented at the 3rd International Workshop on Presence, University of Delft, The Netherlands, 27th and 28th March, 2000.
20.Slater, M., Measuring presence: A response to the Witmer and Singer questionnaire. Presence: Teleoperators and Virtual Environments. 8. 5, 560-572, 1999.
21.Slater, M., Linakis, V., Usoh, M., & Kooper, R., Immersion, presence, and performance in virtual environments: An experiment using tri-dimensional chess. Paper presented at the 1996 Virtual Reality and Software and Technology Conference, Hong Kong, July 1996.
22.Slater, M., Usoh, M., & Steed, A., Depth of presence in virtual environments. Presence, 3(2), 130-144, 1994.
23.Suhr, Diana D.“Exploratory Or Confirmatory Factor Analysis?”Proceedings of the 31st annual SAS Users Group International conference, San Francisco, CA, Paper 200-31, 26-29 March 2006. Retrieved 25 August 2008 at http://www2.sas.com/ proceedings/sugi31/200-31.pdf.
24.Towell, J., & Towell, E., Presence in text-based networked virtual environments or "MUDS". Presence: Teleoperators and Virtual Environments, 6(5), 590-595, 1997.
25.Welch, R.B., Blackman, T.T., Liu, A., Mellers, B.A., Stark, L.W., The Effects of Pictorial Realism, Delay of Visual Feedback, and Observer Interactivity on the Subjective Sense of Presence, Presence: Teleoperators and Virtual Environments, MIT Press, 5(3), 263-273, 1996.
26.Wendell, R. S., "Product Differentiation and Market Segmentation as Alternative Marketing Strategies", Journal of Marketing, Vol.21, pp.3-8, 1956.
27.Wind, Y., "Issues and Advances in Segmentation Research", Journal of Marketing Research, Vol 15, pp217-337, 1978.
28.Witmer, B. G., & Singer, M. J., Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), 225–240, 1998.
29.Yankelouich, D., "New Criteria for Market Segmentation", Harvard Business Review, Vol.42, No.2, pp.83-90, March-April, 1964.
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