新舊科技轉換意圖影響因素之研究-以虛擬娃娃機為例

中文摘要在台灣娃娃機的熱潮成了高話題性的虛擬娃娃機，在網路科技加持下獲得有效的成果。本研究以科技接受模式的虛擬娃娃機遊戲為研究主題，用來了解科技接受模式對於虛擬娃娃機的影響。本研究主要探討使用者對於實體娃娃機慣性是否被轉換態度影響，同時並且了解使用者行為態度是否對使用轉換意圖影響。本研究將整合至科技接受模式，以國內有遊玩實體娃娃機的消費者為研究對象。問卷為透過便利抽樣方式，總計發放共140份，回收有效共130份，而有效回收率為93%。本研究的結果顯示: (1)虛擬娃娃機有用性對於使用者新舊娃娃機轉換態度有正向的顯著影響。 (2)虛擬娃娃機易用性對於使用者新舊娃娃機轉換態度有正向的顯著影響。 (3)虛擬娃娃機趣味性對於使用者新舊娃娃機轉換態度有正向的顯著影響。 (4)新舊娃娃機轉換態度對於使用者轉換意圖有正向的顯著影響。

關鍵字

娃娃機；科技接受模式；趣味性；慣性；轉換態度；轉換意圖

並列摘要

Abstract Under the craze of Taiwan’s doll machine, the virtual doll machine, which has become a hot topic, has achieved effective results with the help of the network technology. This study used the virtual doll machine game of technology acceptance mode as the research theme to understand the technology acceptance mode’s impact on the virtual doll machine. It mainly explored whether the user’s inertia of the physical doll machine is affected by the conversion attitude, and also understood whether the user’s behavioral attitude affects the use of conversion intention. The technology acceptance model was integrated into the study with Taiwan’s consumers playing a physical doll machine as the research objects. A total of 140 questionnaires were distributed through a convenient sampling method, 130 valid copies were collected, and the effective recovery rate was 93%. The results of this study show that: (1) The usefulness of the virtual doll machine has a positive and significant impact on the user’s conversion attitude towards old and new doll machines. (2) The ease of use of virtual doll machine has a positive and significant impact on the user’s conversion attitude towards old and new doll machines. (3) The fun of the virtual doll machine has a positive and significant impact on the user’s conversion attitude towards old and new doll machines. (4) The changing attitude of the old and new doll machine has a significant positive influence on the user’s intention of changing.