在全球造成了極高話題性的Pokémon Go,在商業方面獲得了極大的成功。本研究以詢問率與下載率高的手機遊戲「Pokémon Go」為研究產品,了解品牌形象對Pokémon Go的影響。本研究主要探討使用者之情感依附(Emotional Attachment)是否被《神奇寶貝》的回憶影響,並且同時了解受社會大眾之從眾行為(Herd Behavior)影響。本研究將其整合至科技接受模式,以國內Pokémon Go的消費者為研究對象。問卷採便利抽樣法,總計發放330份,回收有效311份,有效回收率94.2%。 本研究結果顯示:(1)知覺意用性對行為意圖有正向影響;(2)知覺娛樂性對行為意圖有正向影響;(3)品牌形象對行為意圖有正向影響;(4)行為意圖對使用行為有正向影響;(5)情感依附對行為意圖與使用行為無干擾效果;(6)從眾行為對行為意圖與使用行為有干擾效果。
Pokémon Go, which has drawn considerable attention on a global scale, has achieved great success. This study explores the influence of the brand image on Pokémon Go and examines whether the user's emotional attachment (Emotional Attachment) is influenced by the recall of "Pokémon", while focusing on the mobile game "Pokémon Go" with high rates of inquiry and downloading. To investigate the public affected by the public behavior (Herding Behavior), this study integrates it into the technology acceptance model. Overall, a total of 330 respondents was obtained, of which 311 were usable, producing an effective rate of 94.2 percent. The results of this study show that: (1) perceived intentionality have positive effects on behavioral intention; (2) perceived enjoyment have positive effects on behavioral intention; (3) brand image have positive effects on behavioral intention; (4) emotional attachment have moderating effects on the relationship between behavioral intention and usage behavior; and (5) herding behavior haven’t moderating effects on the relationship between behavioral intention and usage behavior.