臺灣博碩士論文加值系統

隨著資訊科技的發展和新冠疫情的推動，虛擬實境迅速進入人們的生活，與使用者的互動愈加頻繁。然而，近年來較少有研究從運動產業的角度探討虛擬實境用於觀賞運動賽事的影響。因此，本研究旨在探討虛擬實境的臨場感、熟悉度和易用性對社會資本理論的影響，以及這些因素如何影響使用者的持續使用意願。
本研究問卷透過播放虛擬實境觀賞運動賽事的影片，並設計問卷收集數據。問卷調查對象為大專院校學生及其親友，共回收253份問卷。問卷透過Survey Cake製作，並在Facebook、Instagram等社交媒體上發布。
本研究使用AMOS進行數據分析，結果顯示，提升虛擬實境的臨場感可以強化使用者的體驗，增加內部動機，進而提升持續使用意願。增加對虛擬實境的熟悉度有助於提升使用者的主觀知識，影響對虛擬實境的持續使用意願。此外，提高虛擬實境的易用性可以提升使用者的自我效能，使其持續使用虛擬實境。最後，使用者在使用虛擬實境時的外部動機以及社會支持和社會影響也會正向影響他們的持續使用意願。

Advancements in information technology and the COVID-19 pandemic have accelerated the integration of virtual reality (VR) into daily life, increasing user interaction. However, research on VR's impact on sports viewing from the sports industry's perspective is limited. This study investigates how VR telepresence, familiarity, and ease of use affect social capital theory and users' intention to continue using VR.
Data was collected through a questionnaire distributed after showing a VR sports event video, targeting college students and their networks, yielding 253 responses. The survey, created with Survey Cake, was shared on Facebook and Instagram for wider reach.
Analysis using AMOS revealed that enhancing VR telepresence strengthens user experience, increases intrinsic motivations (e.g., happiness, enjoyment), and boosts the intention to continue using VR. Increased VR familiarity improves users' subjective knowledge, influencing their intention to watch sports via VR. Easier VR use enhances users' self-efficacy, supporting continued use. External motivations, social support, and social influence also positively impact continued VR usage intentions.

摘要 i
誌謝辭 ii
目錄 iii
表目錄 v
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 8
第三節 研究流程 9
第貳章 文獻探討 11
第一節 虛擬實境 11
第二節 科技接受模型 13
第三節 社會資本理論 19
第參章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 研究構念、變項與衡量指標 36
第四節 資料分析方法 43
第五節 研究設計 45
第肆章 研究結果 46
第一節 敘述性統計分析 46
第二節 信度與效度分析 50
第三節 假設檢驗結果 57
第伍章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 63
第三節 研究限制與後續研究建議 66
參考文獻 67
中文部份 67
英文部份 69
問卷附錄 78

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