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研究生:黃依璇
研究生(外文):Yi-Hsuan Huang
論文名稱:運用整合性科技接受理論探討消費者對擴增實境技術應用於行動裝置服務之接受度
論文名稱(外文):Investigating Consumer''s Acceptance Behavior on Augmented Reality Technology Based Mobile Device Service by UTAUT Model
指導教授:陳凱瀛陳凱瀛引用關係
口試委員:蔡佩芳邱垂昱陳穆臻
口試日期:2013-06-13
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:工業工程與管理系碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:108
中文關鍵詞:擴增實境技術行動裝置整合性科技接受理論結構方程模式
外文關鍵詞:Augmented RealityMobile DeviceUTAUTSEM
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近年來隨著科技日新月異,擴增實境(Augmented Reality, AR)的技術日趨發展成熟,它是一種極具潛力的新技術,結合了真實環境與虛擬物件的特性,讓我們能夠以更真實的方式來接觸各種虛擬感官訊息。隨著行動裝置越來越普及,擴增實境結合行動裝置技術的開發也日益增長,根據 Johnson等人針對擴增實境的產值分析報告,指出擴增實境應用在行動裝置上的產值將會從2010年的兩百萬美元,提升到2014年四億美元的驚人成長。
本研究以整合性科技接受理論(UTAUT)為基礎,納入知覺樂趣及焦慮構面,採用問卷調查法蒐集資料,探討使用者對擴增實境技術應用於行動裝置服務之行為意圖,是否會受到績效預期、付出預期、社會影響、配合設施條件、知覺樂趣及焦慮所影響,研究結果發現,行為意圖會受到績效預期、配合設施條件及知覺樂趣所影響。此外,探討本研究模型中各構面,是否會受到干擾變數之影響,研究結果顯示,模型中之干擾變數性別、年齡、經驗及自願性,皆會對各構面與行為意圖間造成顯著的影響。


Augmented Reality technology becomes more developed as the technology changing rapidly. Advances in mobile devices as well as in the different technologies that combine the real world with virtual information have led to augmented reality applications that are as near to hand as any other application on a smart phone. Market projections for augmented reality on mobile devices predict revenues of $2 million in 2010, rising to several hundred million by 2014. This study was developed to investigate the relationships among the six main constructs that performance expectancy, effort expectancy, social influence, facilitating conditions, perceived enjoyment and anxiety. Disscused how they influence the behavioral intention to adopt the augmented reality technology based mobile device service. The result shows that performance expectancy, facilitating conditions and perceived enjoyment have a significant influence on the behavioral intention.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 2
1.3 研究範圍與對象 3
1.4 研究架構與流程 3
第二章 文獻探討 5
2.1 行動裝置的介紹 5
2.2 擴增實境技術的介紹 11
2.2.1 擴增實境的起源 11
2.2.2 擴增實境的顯示技術 13
2.2.3 擴增實境的辨識技術 19
2.3 擴增實境的應用 21
2.3.1 擴增實境應用在商業廣告 21
2.3.2 擴增實境應用在娛樂 27
2.3.3 擴增實境應用在教育 29
2.3.4 擴增實境應用在旅遊 30
2.3.5 擴增實境應用在行動 32
2.4 科技接受行為理論 39
2.4.1 創新擴散理論(Innovation Diffusion Theory, IDT) 39
2.4.2 理性行為理論(Theory of Reasoned Action, TRA) 41
2.4.3 計畫行為理論/分解式計畫行為理論(TPB/DTPB) 42
2.4.4 社會認知理論(Social Cognitive Theory, SCT) 44
2.4.5 科技接受模型/科技接受模型II (TAM/TAM2) 45
2.4.6 個人電腦使用模型(Model of PC Utilization, MPCU) 47
2.4.7 動機模型(Motivation Model, MM) 49
2.4.8 結合科技接受模型及計畫行為理論(C-TAM-TPB) 49
2.5 整合性科技接受理論 51
第三章 研究方法 57
3.1 研究架構 57
3.2 研究假設 58
3.3 操作變數定義 62
3.4 問卷設計 63
3.5 資料分析方法 66
3.5.1 前測分析方法 66
3.5.2 全測分析方法 68
第四章 資料分析 71
4.1 前測分析 71
4.2 全測分析 73
4.2.1 敘述性統計分析 73
4.2.2 驗證式因素分析 76
4.2.3 皮爾森相關分析 78
4.2.4 區別效度 78
4.2.5 建構效度 79
4.2.6 結構模式評估 81
4.2.7 路徑分析 82
4.2.8 干擾變數 84
第五章 結論與建議 89
5.1 研究結論 89
5.2 管理意涵 94
5.3 研究限制與建議 94
參考文獻 96
中文部分 96
英文部分 98
附錄A 103


中文部分
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英文部分
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