臺灣博碩士論文加值系統

本研究之主要研究目的為探討使用者對虛擬實境系統應用於戶外遊憩體驗的接受程度，虛擬實境系統具有三大特性，分別為沉浸性（Immerison）、互動性（Interactiob）及想像性（Imagination），可應用於模擬戶外遊憩體驗。虛擬實境的呈現方式為 360 度的環繞視覺，讓人們在室內即可有如同身歷其境般的感受。本研究的戶外遊憩活動選定為衝浪運動，以衝浪的 360 度體驗影片作為研究工具，受試者進行虛擬實境衝浪體驗後，探討使用虛擬實境遊憩體驗的行為意圖。研究模型主要採用為科技接受模式結合流暢理論、計畫行為理論、休閒涉入與過去經驗，以問卷作為調查方法。受測者經由網路自願報名共 254 位，問卷回收後有效樣本有 251 份。研究分析採用敘述性統計、 變異數分析、 T 檢定及迴歸分析。
研究結果顯示， 251 名受測者在虛擬實境進行衝浪體驗後，使用態度、認知娛樂性及認知行為控制皆對行為意圖具顯著影響。受測者在虛擬實境中所獲得之流暢體驗，對使用態度並不具顯著影響。不同過去行為之受測者，其中， 3C 科技產品購買頻率較高之受測者與購買頻率較低之受測者，其行為意圖具顯著差異。而休閒涉入程度的不同，對行為意圖不具顯著影響。

The purpose of this study is to understand users’ acceptance of virtual reality in outdoor recreation experience.Virtual reality has three characteristics : immersion ,interactive and imagination.It can apply to simulate outdoor recreation experience. The virtual reality system supports 360 degrees video that allows users to have immersive feelings. In this case, surfing was selected as a case study. A 360 degrees surfing video experience in virtual reality was used as a stimulus. Thesis Extended Technology Acceptance Model is constructed on technology acceptance model, theory of planned behavior, flow theory ,activity involvement and past behavior. A total of 254 subjects were recruited for the virtual reality experiment by using questionnaire survey.

The result showed that perceived ease of use, perceived behavioral control and attitude have significant impact on the behavioral intention. The dimensions of flow experience from surfing in virtual reality has no significant influence the attitude.The frequency of purchasing 3C product affect behavioral intention. The activity involvement factors found no significant impact on the behavioral intention.

致謝................................................................................................................................. II
中文摘要....................................................................................................................... III
英文摘要....................................................................................................................... IV
目錄................................................................................................................................. V
圖目錄..............................................................................,,........................................... VII
表目錄........................................................................................................................... VIII
第一章、前言................................................................................................................. 1
第一節 研究背景與動機.............................................................................. 1
第二節 研究目的............................................................................................ 4
第二節 研究流程............................................................................................ 4
第二章、文獻回顧....................................................................................................... 6
第一節 虛擬實境............................................................................................ 6
第二節 衝浪運動.......................................................................................... 11
第三節 延伸科技接受模型....................................................................... 16
第三章、研究方法..................................................................................................... 34
第一節 研究架構及假說............................................................................ 34
第二節 實驗設計.......................................................................................... 39
第三節 實驗流程.......................................................................................... 49
第四章、資料分析結果與討論............................................................................. 50
第一節 敘述性統計..................................................................................... 50
第二節 延伸科技接受模型之檢定......................................................... 62
第三節 受試者訪談意見整理.................................................................. 69
第四節 假設驗證.......................................................................................... 74
第五章、結論與建議................................................................................................ 78
第一節 結論................................................................................................... 78
第二節 實務建議.......................................................................................... 81
第三節 研究限制與後續研究建議........................................................ 82
參考文獻......................................................................................................................... 84
附錄一 問卷................................................................................................................... 93
附錄二 影片使用同意書.......................................................................................... 98
附錄三 虛擬實境之衝浪體驗・受測者招募表單.......................................... 99

王偉琴、吳崇旗 (2009)。以早期戶外經驗探討遊客環境態度、活動涉入與環境行為之關係。觀光休閒學報，15(1)，23-47。王明杰、孫思源 (2013)。影響餐飲業使用無線點餐系統之因素－結合計畫行為理論以及知覺風險理論。商業現代化學刊， 7(1)，277-306。吳世光、陳建和 (2002)。影像式虛擬實境之發展及其在觀光產業應用之研究。觀光研究學報，第八卷，第一期，109-125。沖 浪 (2003)。 體育師友，第四期，64頁。林家妤 (2011)。探討兒童英語電子書於行動學習之使用意願與效果研究。資訊傳播學系碩士班網路傳播組碩士論文。林清同、葉子明、鄭美圓 (2012)。高齡者使用虛擬實境體感遊戲之行為意圖研究－以過去經驗為干擾變項。運動遊憩研究，第八卷，第二期，1-19。周君倚、陸洛 (2014)。以科技接受模式探討數位學習系統使用態度─以成長需求為調節變項。資訊管理學報，第二十一卷，第一期，83-106。洪祥偉、陳五洲 (2006)。模擬式虛擬實境技術於運動學習之應用。大專體育學刊，(83)，43-50。陳慧玲、林安庭 (2008)。登山運動參與者涉入程度、流暢體驗與幸福感之相關研究。臺灣體育運動管理學報，11(1)，25-50。陳雯婷 (2011)。虛擬實境與情境學習整合應用－以人體器官學習系統為例 。國立臺中技術學院資訊工程系碩士論文。陳光宗、施致平 (2014)。科技接受模式於體育運動之應用探討。中華體育季刊，第二十八卷，第三期，187-194。郭冠樟、葉乘豪 (2012)。以沉浸理論、網路外部性、計畫行為理論探討體感遊戲機購買意圖之研究。Electronic Commerce Studies，10(2)，199-216。康理查 (1991)。臺灣海岸之衝浪環境−發展潛力之研究。國立台灣大學地理學研究所碩士論文碩士論文。莊丙農 (2008)。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。國立交通大學管理學院碩士在職專班經營管理組碩士論文。張志銘、陳南琦、林忠政 (2012)。結合科技接受模式與計畫行為理論探討參與Wii 運動型遊戲之行為意圖。運動遊憩研究，第七卷，第一期，53-67。 傅筱涵 (2010)。臺灣衝浪運動發展現況之探究。靜宜體育，(4)，27-34。黃正瑋 (2002)。以科技接受模型探討臺灣網際網路使用者對女性網站的認知與接受程度。國立政治大學資訊管理研究所碩士論文。黃祥毓、林淑貞 (2007)。探討台灣冒險性休閒活動之推展：以衝浪運動為例。大專體育學刊，第九十一期，67-73。黃祥毓 (2008)。臺灣南部海岸衝浪者休閒體驗與滿意度之調查研究。國立台東大學體育學系體育教學碩士班論文。 黃國倫 (2013)。智慧型手機行動銀行使用行為影響因素之探討。淡江大學企業管理學系碩士在職專班碩士論文。黃翊豪 (2013)。行動學習數位遊戲融入校園生態課程對國小學童學習態度影響之研究。國立臺北科技大學互動媒體設計研究所碩士論文。彭盼 (2013)。消費者在線旅遊預訂的行為意向研究－基於UTAUT模型。澳門科技大學國際旅遊管理碩士論文。賈中行 (2010)。探討網路成癮對消費者購買行為之影響－以沉浸理論為干擾變項。淡江大學管理科學研究所碩士班學位論文，1-122。鄭三權 (2011)。衝浪者活動參與動機、涉入程度與流暢體驗與相關之研究。中華運動休閒與創新研發管理學刊，第一卷，第一期，20-34。劉靜潔 (2008)。衝浪參與者的心流經驗與活動依戀影響關係之研究。國立高雄餐旅學院旅遊管理研究所碩士班論文。劉昌佑 (2012)。個人創新和知覺樂趣性對智慧型手機使用者的態度和行為意圖之影響－科技接受模型及認知評價理論之應用。國立屏東商業技術學院學報，第十五期，179-206。蔡明達、鍾志明、陳慶峰 (2001)。從心流理論探討線上遊戲參與者之網路使用行為。國立南華大學資訊管理研究所碩士論文。蔡宗宏、池文海、許瑋麟 (2007)。運用 TAM 模式探討個人動機與社會系絡影響使用者接受知識管理系統之因素－以高科技公司為例。ElectronicCommerce Studies，5(1)，81-108。鍾志強、林晏新、高小芳 (2009)。小型賽車參與者涉入程度、流暢經驗與行為意圖之研究。臺灣體育運動管理學報，(9)，31-46。鍾政偉 (2009)。旅客涉入程度，知覺價值，滿意度與購後行為意圖關係之研究－以台灣觀光列車為例。中華大學科技管理研究所博士論文。顏冠明 (2016)。以科技接受模式與心流理論探討均一教育平台網路學習行為之研究。國立台東大學教育學系教學科技碩士班論文。國際衝浪協會。International Surfing Association ,ISA。http://www.isasurf.org世界衝浪組織。World Surf League, WSL。Events。http://www.worldsurfleague.com運動星球。活動賽事。http://www.sportsplanetmag.com/index.aspx。Rackyourboard。SUP Racks for Cars。http://www.rackyourboard.comHTC VIVE 官方網站。開發者專區。https://www.htcvive.com/us/develop_portal/科技新報TechNews。虛擬實境。http://technews.tw/tag/虛擬實境/Gopro 官方網站。Homepage。https://gopro.comSurfer presents EOS。Kahanamoku, Duke。http://encyclopediaofsurfing.com中華民國衝浪協會。Chinese Taipei Surfing Association。Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control(pp. 11-39). Springer Berlin Heidelberg.Al-Kodmany, K. (2002). Visualization tools and methods in community planning : from freehand sketches to virtual reality. Journal of Planning Literature, 17(2), 189–211. Burdea, G. & Coiffet, P. (1994). Virtual Reality Technology. Annals of Tourism. NY : Wiley-Interscience.Bruner, G. C., & Kumar, A. (2005). Explaining consumer acceptance of handheld Internet devices. Journal of business research, 58(5), 553-558.Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Humanistic Psych (15). 41-63.Csikszentmihalyi, M. (1990). Flow : The Psychology of optimal experience. New York : Harper & Row.Csikszentmihalyi, M. (1997). Finding Flow : The psychology of engagement with everyday life. New York: Harper Collins.Cheong, R. (1995). The virtual threat to travel and tourism. Tourism Management 16(6), 417–422.Davis, F. D. (1986). A Technology Acceptance Model For Empirically Testing New End-User Information Systems : Theory And Result. Doctoral dissertation. MIT Sloan School of Management, Cambridge, MA.Davis, F. D. (1989). PerceivedUsefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly (13:3), 319-340. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace1. Journal of applied social psychology, 22(14),1111-1132.David Gefen, Elena Karahanna, Detmar W. Straub(2003). Trust and TAM in Online Shopping : An Integrated Model. MIS Quarterly (27) , 51-90.Daniel A. Guttentag. (2010). Virtual reality : Applications and implications for tourism. Tourism Management 31 , 637–651. Fishbein, M., & Ajzen, I. (1981). Attitudes and voting behavior: An application of the theory of reasoned action. Progress in applied social psychology, 1, 253-313.Fetscherin, M., Lattemann, C., & Lang, G. (2008). Virtual worlds research: A conceptual primer. Journal of Electronic Commerce Research, 9(3), 192-194.Frank, M., Zhou, S., Bezerra, P., & Crowley, Z. (2009). Effects of long-term recreational surfing on control of force and posture in older surfers: a preliminary investigation.Journal of Exercise Science & Fitness, 7(1), 31-38.Goh, S., & Yoon, T. (2011, January). If you build it will they come? An empirical investigation of facilitators and inhibitors of hedonic virtual world acceptance. In System Sciences (HICSS), 2011 44th Hawaii International Conference on (pp. 1-9).IEEE.Guerra, J. P., Pinto, M. M., & Beato, C. (2015). Virtual reality-shows a new vision for tourism and heritage. European Scientific Journal, ESJ, 11(9).Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments:Conceptual foundations. The Journal of Marketing, 50-68.Hsu, C. L., & Lu, H. P. (2007). Consumer behavior in online game communities: A motivational factor perspective. Computers in Human Behavior, 23(3), 1642-1659.Hoffman, D. L., & Novak, T. P. (2009). Flow online : lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23-34.
Igbaria, M., Parasuraman, S., & Baroudi, J. J. (1996). A motivational model of microcomputer usage. Journal of management information systems, 13(1), 127-143.Jackson, S. A., & Marsh, H. W. (1996). Development and validation of a scale to measure optimal experience : The Flow State Scale. Journal of sport and exercise psychology, 18, 17-35.Jou, M., & Wang, J. (2013). Investigation of effects of virtual reality environments on learning performance of technical skills. Computers in Human Behavior, 29(2), 433-438.Krugman, P. R. (1979). Increasing returns, monopolistic competition, and international trade. Journal of international Economics, 9(4), 469-479.Loeffler, C., & Anderson, T. (1994). The virtual reality casebook. John Wiley & Sons, Inc..Rebekah Diehm, Christine Armatas(2004). Surfing : an avenue for socially acceptable risk-taking, satisfying needs for sensation seeking and experience seeking. Personality and Individual Differences 36, 663–677.Lee, M. C. (2009). Understanding the behavioural intention to play online games: an extension of the theory of planned behaviour. Online Information Review, 33(5), 849-872.Maslow, A. H. (1961). Lessons from the peak-experiences. Western Behavioral Sciences Institute.Mclntyre, I. M., Norman, T. R., Burrows, G. D., & Armstrong, S. M. (1989). Human melatonin suppression by light is intensity dependent. Journal of pineal research, 6(2), 149-156.McIntyre, N., & Pigram, J. J. (1992). Recreation specialization reexamined: The case of vehicle‐based campers. Leisure Sciences, 14(1), 3-15.Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context.Information & Management, 38(4), 217-230.Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments : A structural modeling approach. Marketing science, 19(1), 22-42.North, S. M. (2016). Effectiveness of virtual reality in the motivational processes of learners. International Journal of Virtual Reality (IJVR), 2(1), 21-33.Stanley G. Weinbaum. (1935). Pygmalion''s Spectacles. Science Fiction Story.Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.Sönmez, S. F., & Graefe, A. R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of travel research, 37(2), 171-177.Saeed, N., Yang, Y., & Sinnappan, S. (2009). Emerging web technologies in higher education: A case of incorporating blogs, podcasts and social bookmarks in a web programming course based on students'' learning styles and technology preferences. Educational Technology & Society, 12(4), 98-109.Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.Vince, J. (2004). Introduction to virtual reality. New York : Springer.Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human- computer interactions. Computers in human behavior, 9(4), 411-426.Williams, A. P., & Hobson, J. S. P. (1995). Virtual reality and tourism: fact or fantasy?. Tourism Management 16(6), 423–427. Wu, L., & Chen, J. L. (2005). An extension of trust and TAM model with TPB in the initial adoption of on-line tax: an empirical study. International Journal of Human-Computer Studies, 62(6), 784-808. Youcheng Wang, Quaehee Yu, Daniel R. Fesenmaier. (2001). Defining the virtual tourist community : implications for tourism marketing. Tourism Management 23 , 407–417. Yaobin Lu, Tao Zhou, Bin wang(2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Computers in Human Behavior (25) ,29–39.Yu Chih Huang , Kenneth Frank Backman , Sheila J. Backman , Lan Lan Chang (2016). Exploring the Implications of Virtual Reality Technology in Tourism Marketing : An Integrated Research Framework. International Journal of Tourism Research, Int. J. Tourism Res., 18 : 116–128 (2016).Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.