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研究生:梁彥璋
研究生(外文):Liang, Yen Chang
論文名稱:虛擬化服務體驗對於旅遊意願的影響-以虛擬紫禁城和虛擬武漢為例
論文名稱(外文):The impact of experience in service virtualization on travel intention- The case of virtual Forbidden City tour and virtual Wuhan tour
指導教授:李有仁李有仁引用關係
指導教授(外文):Li, Eldon Y
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
畢業學年度:100
語文別:中文
論文頁數:73
中文關鍵詞:虛擬化體驗體驗價值服務體驗虛擬化行為意願
外文關鍵詞:Virtual experienceexperiential valueservice experiencevirtualizationbehavior intention
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本研究在探討資訊科技所創造出的虛擬化體驗,是否影響顧客在虛擬旅遊的體驗價值,並進而影響顧客對實體旅遊的消費意願,最後來探討虛擬化體驗系統的複雜性對消費意願的影響程度。我們以虛擬紫禁城和虛擬武漢線上景點導覽系統為研究案例,分兩階段模式來分析使用者消費意願.系統使用前,採用計畫行為理論及涉入程度的構面來衡量觀光旅遊之消費意願;系統使用過後,用互動性和生動性來探討虛擬觀光景點之體驗價值的關係,研究結果顯示虛擬紫禁城及虛擬武漢的虛擬體驗皆對實體旅遊之消費意願有所影響。
This paper aims to study how the experience of tourism virtualization derived from information technology affects not only the customer’s experiential value of virtual tourism, but also intention of traveling in the future. Moreover, we discuss how the complexity of virtual experience systems impacts customer intention. Two on-line tour systems, the virtual Forbidden City and the virtual Wuhan, are utilized in a sequence of experiments for tourism experience. Before using the system, the constructs of Theory of Planned Behavior and Involvement Theory are employed to measure the intention of traveling. After then, two constructs, interactivity and vividness, are adopted to explore how the experiential value of virtual tourism impacts the intention of travelling. Our research results show that experiential values of the virtual Forbidden City and the virtual Wuhan both have impacted the intention of travelling.
一、緒論 ...................................................1
1.1 研究背景與動機 .........................................1
1.2 研究問題................................................4
1.3 研究目的................................................5
1.4 研究流程................................................5
二、文獻探討 .............................................8
2.1 計畫行為理論............................................8
2.1.1 態度.................................................9
2.1.2 主觀規範(群體規範)....................................10
2.1.3 知覺行為控制 ......................................11
2.1.4 行為意願.............................................12
2.2 涉入理論...............................................13
2.3 互動性與生動性 ........................................17
2.5 體驗價值...............................................20
三、研究方法 ............................................24
3.1 概念性定義和研究架構 .................................24
3.2 實驗流程說明 ........................................27
3.3 問卷設計...............................................29
3.4 研究工具...............................................29
3.5 研究對象...............................................33
四、資料分析 ...........................................34
4.1 模型評估的分析策略......................................34
4.2 測量模型(虛擬紫禁城)....................................34
4.3 結果(虛擬紫禁城).......................................38
4.4 測量模型(虛擬武漢) ....................................39
4.5 結果(虛擬武漢).........................................43
五、結論和建議 ..........................................44
參考文獻 .................................................47
附錄A.問卷之題項 .........................................52
附錄B.資訊研讀 ..........................................53
附錄C.基本資料 ..........................................73


表目錄
表1. Experience value definition and class................22
表2. Operationalization of variables......................25
表3. Difference between the two cities....................31
表4. Similarity between the two cities....................32
表5. Reliability(virtual forbidden city)..................35
表6 . Discriminant validity(before).......................36
表7. Discriminant validity(after).........................36
表8. Overall fits of models (before)......................37
表9. Overall fits of models (after).......................37
表10. Paired Samples Test.................................38
表11. Reliability(virtual Wuhan)..........................40
表12 . Discriminant validity (before).....................41
表13. Discriminant validity (after).......................41
表14. Overall fits of models (before).....................42
表15. Overall fits of models (after)......................42
表16. Paired Samples Test.................................43

圖目錄
圖1研究流程圖...............................................7
圖2計畫行為理論.............................................9
圖3涉入理論架構............................................16
圖4影響臨場感科技變數.......................................17
圖5研究架構................................................25
圖6實驗流程圖..............................................28


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