近期智慧穿戴裝置市場快速成長，主要來自於智慧手錶與智慧手環的熱銷。然而在市場快速成長的榮景下，卻面臨高比率的中斷使用率，導致智慧手錶與智慧手環功用大打折扣。本研究整合智慧穿戴裝置技術特性、遊戲化理論、認知價值理論與網路外部性探討使用者的持續使用意圖。研究透過階層線性模型 (Hierarchical Linear Modeling)建構持續使用意圖影響模式。研究對象為智慧手錶與智慧手環的使用者，共有253筆樣本，依照使用者運動方式分為18個群體。實證結果顯示個體從智慧穿戴裝置的功能中所感受到的遊戲化體驗能夠產生價值感受。尤其是報償的遊戲化體驗能夠有較高的價值感受，進而提高持續使用的行為意圖。然而網路外部性的群體變數中，炫耀效果顯著影響持續使用意圖，亦即是智慧手錶或智慧手環或許是具有炫耀材特性的產品。研究結果對企業界與學術界提出有效建議。;In recent years, smart wearable devices market has grown rapidly. Mainly from the hot sales of smartwatches and smart bracelets. Making the market continue to break the record of annual shipments. However, under the rapid growth of market, it faced with a high rate of interrupted usage. This problem let to a Greatly reduced efficiency of smartwatches and smart bracelets. This study uses Hierarchical linear modeling to explore the influencing factors of continuous use intention. Combining the technical characteristics of smart wearable devices with gamificatioin theory at the individual level to analyze whether the value gained by users will affect the behavioral intention of continuous use. At group level, two variables with the characteristics of network externality are adopted, namely bandwagon effect and conspicuous effect, to explore whether the group factors will also affect the behavior intention of continuous use. The research object is users of smartwatches and smart bracelets, with a total of 253 samples. Divide them into 18 groups according to user’s exercise habits. The empirical results show that the rewarded gamification experience of individual will produce a higher sense of value, thereby improving the behavior intention of continuous use. However, in group variables, conspicuous effect is strongly significant and will affect the continuous use intention. That means smartwatches and smart bracelets may be the Veblen good. The results of study hope to contribute to the academia and industry.
