探討線上3D互動商品結合虛擬白板
對使用者認知的影響

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姓名

徐小涵(Shao-han Shyu) 查詢紙本館藏

畢業系所

網路學習科技研究所

論文名稱

探討線上3D互動商品結合虛擬白板對使用者認知的影響
(A Study of Virtual Product PresentationWith Whiteboard and its Effect on UsersPerception )

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摘要(中)

本研究建置了一個結合互動性商品與虛擬白板的3D虛擬商品展示系統，利用可以即時與使用者互動的商品內建功能，讓使用者進一步體驗商品以及創造半透明虛擬白板緊密結合3D商品，提供商品規格資訊，讓使用者能夠在兼具娛樂性與有用性的3D商品展示環境中，藉由嘗試商品功能以及白板上的資訊讓其更加深入瞭解與認識商品，改善目前線上商品展示系統通常只有提供單純瀏覽和觀看商品的機制，而缺乏與商品更充分的互動性以及缺乏有用的工具來呈現商品資訊的缺點。本研究中，設計一個實驗用來檢驗使用者使用本系統後，對3D商品展示系統態度、購買娛樂性以及光顧意圖問卷的變化，實驗分為兩階段，第一階段模擬目前線上3D商品展示系統，單純讓使用者觀看和瀏覽3D商品；第二階段加入商品互動性與虛擬白板或是單純加入商品互動性，來觀察如以加入互動機制為基礎時，虛擬白板的有無對使用者的影響，每一階段結束後，受試者必須填寫相關問卷，統計實驗結果發現與單純的觀看瀏覽3D商品比較起來，加入商品互動性或是結合商品互動性以及虛擬白板時，使用者在對3D商品展示系統態度、購買娛樂性以及光顧意圖的回饋都有正面的顯著差異，表示使用者對於系統特性抱持著正面的評價，並且對於白板有正面的回應。因此建議日後欲探討增加商品或系統互動性對使用者影響時或是廠商欲改善線上購物環境時，可以提供更多與商品的互動性和模擬操作商品機制，讓使用者可以在網路上就能試用商品功能，對使用者而言，是覺得很便利並且願意再度使用的。另外可以參考虛擬白板的實作，在同一個3D空間建立白板緊密結合商品，有助於便利的了解與對照商品資訊，並且彈性的讓使用者依照個人需求使用。使用者可以藉由虛擬白板與商品互動性更進一步瞭解他們所喜愛的商品，進而對購物環境產生信任的態度，使用者的光顧意圖也會因而提升，願意再次光臨此3D商品展示系統。

摘要(英)

In this study, we established a system called online 3D product presentation system which intergreted the virtual whiteboard and interactivity on product so that user can try the functions of product and read information about product on virtual whiteboard which can seamlessly intergreted with product.In the way, consumers can know product more deeply than traditional 2D presenting.And we try to improve that thare is usually lack a useful tool to explan the meaning of 3D object in the 3D space and the lack of interactivity in current shopping environment.And then, we design a experiment to investgate user’s attitude toward 3D product presentation system,shopping enjoyment and patronage intention when they use our system by questionnaires. The experiments have two stages, firstly, users only watch and control 3D product by rotate and room in/out and then in the second stage, we add the interactivity on product and virtual whiteboard to let user experience.
The experimental result shown that our system had significant positive effet on users’ attitude toward 3D product presentation system, shopping enjoyment and patronage intention, it means most of they had positive evaluations with our system. Therefore, we suggested that the retailers can increase more interactivity on prodiuct to let user attempt it before they purchasing, they will produce more patronage intention toward shopping website.

關鍵字(中)

★ 3D商品展示
★ 互動

關鍵字(英)

★ we add the interactivity on product and virtual
★ consumers can know product more deeply than trad
★ firstly
★ shopping enjoyment and patronage intention when
★ users only watch and control 3D product by rotat
★ we established a system called online 3D product
★ In

論文目次

第1章緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第2章文獻探討 6
2.1 網路購物環境介紹 6
2.2 Web3D技術 6
2.3 利用3D科技呈現商品: 7
2.4 虛擬3D產品的互動性: 8
2.5 虛擬白板的輔助: 9
2.6 消費者的態度、購買娛樂性與光顧意圖的探討 11
第3章系統實作 14
3.1 系統環境 14
3.2系統功能介紹 14
1.虛擬白板 15
2.商品的互動性 17
3. 3D展示空間 19
第4章研究方法 21
4.1 研究架構 21
4.1.1商品的互動性與虛擬白板之詳細操作型定義 22
4.1.2.對3D商品展示系統的態度、購買娛樂性以及光顧意圖的定義 22
4.2研究假設 23
4.3 研究步驟 23
4.4 研究對象 25
4.5 研究工具 25
1.Web3D線上虛擬商品展示系統: 25
2.問卷 28
4.6 資料處理 31
1.敘述統計(Descriptive statistic) 31
2.T檢定(T-test) 31
3.迴歸分析 31
4.7資料蒐集 32
4.8 實驗設計 32
第5章結果分析與討論 37
5.1描述性統計分析 37
5.1.1 樣本基本資料描述 37
5.1.2各變項資料的統計結果 37
5.2商品互動性與虛擬白板對使用者對3D商品展示系統態度、購買娛樂性以及光顧意圖組內分析 44
5.3商品互動性對使用者對3D商品展示系統態度、購買娛樂性以及光顧意圖分析 49
5.4 商品互動組與互動和白板組組間增量差異分析 54
5.5 互動與白板組與互動組之迴歸分析 58
5.6 開放性問題分析 65
5.7 研究貢獻 66
5.8 研究範疇與限制: 67
六結論 68
附錄開放性問題內容 72

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指導教授

黃武元(Wu-Yuin Hwang)

審核日期

2009-7-16

推文