手機娛樂性擴增實境使用之行為探討;Exploring the Users′ Behavior in Mobile Entertainment Augmented Reality Application

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Title:	手機娛樂性擴增實境使用之行為探討;Exploring the Users′ Behavior in Mobile Entertainment Augmented Reality Application
Authors:	馬妤甄;Ma, Yu-Chen
Contributors:	企業管理學系
Keywords:	擴增實境;手機娛樂性應用程式;解構式計畫行為理論;態度;主觀規範;知覺行為控制;Augmented Reality;Mobile Entertainment Application;Decomposed Theory of Planned Behavior;Attitude;Subjective Norm;Perceived Behavior Control
Date:	2017-06-13
Issue Date:	2017-10-27 13:11:23 (UTC+8)
Publisher:	國立中央大學
Abstract:	擴增實境 (Augmented Reality; AR) 為虛擬物件結合現實世界的技術。近年來，隨著智慧型手機的迅速成長，智慧型手機的軟硬體已經足以提供擴增實境技術所需的環境，且廣泛應用於娛樂類的應用程式中，例如：由Niantic與任天堂合作發行的Pokémon GO成功引起大眾對娛樂性擴增實境應用程式的熱潮，讓擴增實境技術再次成為話題，擴增實境成為未來手機應用程式開發商的開發重點。因此，本研究的主要目的是以解構式計畫行為理論，透過解構態度、主觀規範、與知覺行為控制之信念，探討台灣使用者對手機娛樂性擴增實境應用程式的持續使用意圖。本研究使用網路問卷調查方式，以台灣地區對手機娛樂性擴增實境應用程式使用者作為研究對象，共收到411份問卷，有效問卷為331份，問卷回收率為80.54%。本研究以結構方程模式進行研究假設驗證，研究結果顯示，本測量模型具有良好的信效度，實證結果發現：(1) 對於態度構面，遠距臨場感、知覺移動性、知覺娛樂性、知覺連接性呈現正向顯著影響，而懷舊則呈現不顯著；(2) 對於主觀規範構面，知覺關鍵多數對主觀規範呈現正向顯著影響，但同儕影響對主觀規範則是呈現不顯著；(3) 在知覺行為控制構面，自我效能呈現正向顯著影響，但促進條件則呈現不顯著；(4) 態度、主觀規範及知覺行為控制，皆對使用手機娛樂性擴增實境應用程式之持續使用意圖呈現正向顯著影響。 ;Augmented Reality (AR) is the combination of virtual objects with real-world technology. In recent years, with the rapid growth of smart phones, smart phone hardware and software have become sufficient enough to provide the necessary environment for the expansion of Augmented Reality technology, and is widely used in entertainment applications. For example; the release of Niantic and Nintendo cooperation’s Pokémon GO has led to the upsurge of popular entertainment applications, which have led to the re-emergence of Augmented Reality technology, which has become the focus of future mobile application developers. The main purpose of this study is to explore the perspectives of Taiwanese users on the continued use of intentions of AR (Augmented Reality) mobile entertainment applications by decomposed theory of planned behavior (DTPB). We demonstrate that decomposing Attitude belief, normative belief, and control belief to capture many of the key characteristics of AR mobile entertainment apps. In this study, the questionnaire was completed by 411 individuals, however only 331 questionnaires or 80.54% were valid enough for use. In this study, the structural equation model was used to verify the results. The results show that the model has good reliability and validity. The empirical results by structural equation model show that: (1) For Attitude belief, telepresence, perceived mobility, perceived enjoyment and perceived connectedness have significantly positive effect, but nostalgia has not significantly positive effect. (2) For normative belief, the majority of the perceived critical mass has a significant positive impact on the subjective norms, but peer influence on the subjective norms is not significant; (3) For control belief, self-efficacy showed a significant positive effect on perceived behavioral control, but the facilitating condition has not significant. (4) Attitude, subjective norm and perceived behavioral control have significant positive effect on the continued use of intention of AR mobile entertainment applications.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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