近兩年來元宇宙的發展受到大眾矚目，經歷了COVID-19的肆虐、Roblox掛牌上市、Facebook更名為Meta等事件後，元宇宙相關科技日新月異，與我們現今的生活是息息相關的，因此本研究欲探討目前台灣民眾對元宇宙服務或體驗的使用意圖及影響因素，並找出可用於分析該族群之研究模型。本研究將解構式計畫行為理論加入認知享受的變數，探討台灣Y世代對元宇宙服務或體驗的使用意圖，並解構使用意圖的三項信念：態度、主觀規範和認知行為控制，以了解認知享受和認知有用性對態度的影響、人際影響和外在影響對主觀規範的影響，以及自我效能和認知易用性對認知行為控制的影響。針對全台灣26至41歲民眾，利用國內會員點數平台隨機發放線上問卷，回收並篩選有效問卷後，將341份問卷進行結構方程模型分析，以了解各項構面與未來使用意圖之關聯性。研究結果發現元宇宙之態度以及認知行為控制對其使用意圖有顯著正向影響，其中又以認知行為控制影響最大，而主觀規範則是對使用意圖沒有顯著影響。此外，認知享受和認知有用性則是對態度有顯著影響、人際影響和外在影響對主觀規範有顯著影響，而自我效能和認知易用性對認知行為控制亦具有顯著影響。最後，基於以上結果提出相關建議，期望能透過本研究予以相關產業對台灣Y世代的元宇宙使用意圖有更詳細的了解。;In recent years, the development of the Metaverse has attracted worldwide attention. Especially after the events such as ravaging of COVID-19, the public listing of Roblox, and the renaming of Facebook to Meta, Metaverse related technology has critical breakthroughs and become popular among communities. Accordingly, this study aims to understand factors affecting usage intention to use Metaverse based on the Decomposed Theory of Planned Behavior, which decomposes attitude, subjective norm, and perceived behavior control to explore the influence of perceived enjoyment and perceived usefulness on attitude, the influence of interpersonal influence and external influence on subjective norm, and the influence of self-efficacy and perceived ease of use on perceived behavioral control. By collecting 341 samples from the online questionnaire survey for people from 26 to 41 years old in Taiwan, the approach of Structural Equation Model analysis was applied. The findings show that perceived enjoyment and perceived usefulness have significant and positive influence on attitude, and that interpersonal influence and external influence have significant and positive influence on subjective norm. In addition, analysis results indicate that self-efficacy and perceived ease of use have significant influence on perceived behavior control. Besides, attitude and perceived behavior control have significant influence on user’s intention. However, subjective norm does not have significant influence on usage intention.
