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研究生:李彥甫
研究生(外文):LI, YEN-FU
論文名稱:從科技接受模型探討虛擬實境購物之行為
論文名稱(外文):A Study of Purchase Behavior in Virtual Reality Using Technical Acceptance Model
指導教授:曾紀幸曾紀幸引用關係
指導教授(外文):TSENG, CHI-HSING
口試委員:郭信智尤松文
口試委員(外文):KUO, SHEN-CHIHYU, SUNG-WEN
口試日期:2019-07-10
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:行銷與流通管理學系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:63
中文關鍵詞:虛擬實境使用意圖科技接受模型
外文關鍵詞:Virtual RealityIntentionTAM
相關次數:
  • 被引用被引用:6
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  • 下載下載:171
  • 收藏至我的研究室書目清單書目收藏:1
  現今消費者可以透過各種網路購物平台,或是各商家自行開發的獨立網站進行網路購物。在網路購物的金流及物流方面,各平台或廠商也能提供數種不同的方式,讓消費者可依自身偏好或需求來選擇。然而,在瀏覽商品時,目前多只能透過網頁或手機APP以平面觀看。對於大部分的商品,以平面的方式檢視商品不至於影響其購物行為或決策;但對於像是服飾、傢俱、擺飾品等商品,若僅透過平面觀看,其實並不容易讓消費者順利地在腦中建構出該商品的立體形象,或是和消費者所處的環境進行尺寸的比較。因此,若透過VR裝置建立虛擬商場,讓消費者在這個環境下瀏覽商品,以測試消費者是否對使用VR裝置來購物這個行為產生興趣,會是一個值得探討的議題。本研究運用科技接受模型,並加入情緒、網站設計品質的變數來探討消費者對使用VR裝置購物時的使用意圖。本研究讓受測者體驗VR購物並填寫問卷,共收集問卷155份,有效問卷153份,無效問卷2份,使用SPSS軟體,以描述性統計、因素分析、及迴歸分析進行檢定。分析結果以科技接受模型中的知覺有用性對使用VR裝置來購物的使用意圖達到顯著。本研究的結果與建議將有助於經營網路購物的商家增進網路購物的功能,也可讓VR裝置的開發者參考以調整出符合消費者喜好的商品,對消費者的購物行為及商家所能提供的服務做出貢獻。
  Electronic commerce is well-developed nowadays, consumers can shop online through various online purchasing platform. For the cash flow and the logistics of online shopping, each platform or retailer also provides plenty ways, so the consumers can choose by their own preference or demands. However, for most of the products, viewing them on the webpages or smartphones won’t affect consumers’ purchase behavior or decision; but for the products such as apparels, furniture, or decorations, it’s not easy to form a stereoscopic image in consumers’ mind, or to compare the dimension with the space where the consumers located. Therefore, if we build a virtual environment on VR devices, let the consumer view products under this circumstance, that if it’ll influence the purchase behavior of the consumers during this process would be worth to discuss. This research uses Technical Acceptance Model, emotion and website quality to explore the usage intention of the consumers when they shop with VR device. This research uses, let the subjects experience shopping in VR and fill the questionnaires, there are 155 questionnaires received, within 2 invalid and 153 valid ones. Using SPSS software, analyzed with Descriptive statistics, Factor Analysis, and Regression Analysis. Perceived usefulness shows significant positive results to the intention of using VR devices to purchase. This research will be useful for the retailers who are managing online shopping business to improve their online shopping functions, and for the developers of VR devices to adjust their products to fit the preference of the consumers; it also make contribution to consumers’ purchase behavior, and the services that can be provided by the retailers.
誌謝 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii

第一章 緒論 1
 第一節 研究背景 1
 第二節 研究動機 3
 第三節 問題陳述與研究目的 6
第二章 文獻探討 9
 第一節 VR裝置使用意圖 9
 第二節 科技接受模型 12
 第三節 情緒 18
 第四節 網站設計品質 22
第三章 研究方法 25
 第一節 研究架構與變數 25
 第二節 變數定義與衡量 26
 第三節 研究設計 34
第四章 研究發現 39
 第一節 相關分析 39
 第二節 研究發現 41
第五章 結論與建議 47
 第一節 結論 47
 第二節 管理涵義 48
 第三節 研究限制 51
 第四節 後續研究建議 53
第六章 參考文獻 55
附錄 61
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