以科技接受模式探討使用APP觀賞運動賽事消費者之行為意圖

A study on using the technology acceptance model to explore the behavioral intentions of consumers using APP to watch sports events

吳慧卿(Hui-Chin Wu) ； 黃薇伊(Wei-Yi Huang)

《體育學報》 53卷1期 (2020/03) Pp. 75-94

https://doi.org/10.6222/pej.202003_53(1).0005

摘要

緒論：本研究目的在探討使用APP（application, APP）觀賞運動賽事消費者之行為意圖表現，並以科技接受模式為基礎，加入媒體豐富度作為外在變數，分析影響運動賽事觀賞APP使用者之因素。方法：本研究採問卷調查法，以曾經使用APP觀賞運動賽事的族群為主要研究對象，總共回收有效問卷數為257份，以描述性統計、結構方程模式（structural equation modeling, SEM）等統計分析方法進行資料分析。結果：研究結果顯示，以媒體豐富度為外在變項加入科技接受模式探討其對於APP知覺易用性及知覺有用性之影響假設成立；其次，科技接受模式所有變項間影響的路徑預測假設均成立，且具有良好的模式適配度。結論：根據研究結果發現，媒體豐富度對於APP知覺有用性與易用性存在正向影響，且知覺有用性相較於知覺易用性對使用態度更具影響力。爰此，建議運動賽事權責單位或APP業者在開發運動賽事觀賞APP時，除了重視APP的操作介面是否夠人性化、符合一般大眾使用習慣外，同時更要提高APP的有用程度及資訊充足與豐富度高的媒體，以利資訊溝通的順利進行；亦即，當媒體能夠承載豐富的資訊時，就能降低不確定性與模糊性的發生增進使用者的使用意願。

關鍵字

媒體豐富度 ； 運動觀賞 ； 行動裝置 ； APP易用性 ； APP有用性

並列摘要

Introduction: The purpose of this study was to explore the behavioral intentions of the group that use APP (Application, referred to as APP) to watch the sports events. Based on the technology acceptance model, and the media richness was added as an external variable to analyze the factors which influenced the users who watched the sports events via APP. Methods: The method of this study adopted the questionnaire survey method, and the group that used APP to watch sports events was the main research object. A total number of valid questionnaires was 257 and analyzed by descriptive statistics and structural equation modeling (SEM) were used to analyze the data. Results: The results of the study showed that the media richness was added to the technology acceptance model to explore the impact of APP perception on the ease of use and perceived usefulness of APP. Secondly, the path prediction hypothesis of the influence among all the variables of the technology acceptance model. All of them were established, and has a good mode fit. Conclusion: According to the results of the study, media richness had a positive impact on APP perceived usefulness and ease of use, and perceived usefulness was more influential than the perceived ease of use. Therefore, it was recommended that the APP operators should not only pay attention to the user interface of the APP, but also conform to the usage habits of the general public. On the same time, improve the usefulness of the APP and provide the sufficient information and high richness of the media to facilitate the smooth communication of information; that is, when the media was able to carry a wealth of information, it could reduce the occurrence of uncertainty and ambiguity to enhance the user's willingness to use.

並列關鍵字

media richness ； sports viewing ； mobile device ； APP usability ； APP usefulness

參考文獻

朱斌妤、黃仟文、翁少白 (2008)。以科技接受模式探討即時交通資訊系統之使用意願。電子商務學報，10(1)，173-200。doi: 10.6188/JEB [Chu, P. Y., Huang, C. W., & Weng, S. P. (2008). Factors influencing the adoption of real-time traffic information systems: Test of an integrated model. Journal of E-Business, 10(1), 173-200.]

江昱仁、柯伶玫、方崇任 (2014)。使用平板電腦觀賞運動競賽意願之研究。運動與遊憩研究，9(1)，118-136。doi: 10.29423/JSRR.201409_9(1).0007 [Chiang, Y. J., Ko, L. M., & Fang, C. R. (2014). Research on inclination for watching sports competitions via tablet computer. Journal of Sport and Recreation Research, 9(1), 118-136.]

余泰魁、吳桂森、李能慧 (2005)。我國技職體系學生 MP3 使用行為模式之研究。資訊管理學報，12(3)，189-222。doi: 10.6382/JIM. 200507.0189 [Yu, T. K., Wu, G. S., & Lee, N. H. (2005). Exemplified by the MP3 download behavioral by students in the technological and vocational system. Journal of Information Management, 12(3), 189-222.]

吳庭茂、張志銘 (2014)。科技接受模式運用在大學生運動器材借用系統之行為研究-以國立臺中科技大學為例。臺中科大體育學刊，10，5-20。doi: 10.6980/NUTCPE.201405_(10).0001 [Wu, T. M., & Chang, C. M. (2014). The study on how technological acceptance model functioned at collegiate sports equipment check-out system: A case study at National Taichung University of Science and Technology. Sports Journal of National Taichung University of Science and Technology, 10, 5-20.]

邱木祥、薛招治 (2016)。以整合性科技接受模型探討企業使用雲端儲存服務行為。管理資訊計算，5(1)，83-98。doi: 10.6285/MIC.5(1).08 [Chiu, M. H., & Hsueh, C. C. (2016). A study on firm@@$$s usage of cloud storage service based on unified theory of acceptance and use of technology. Management Information Computing, 5(1), 83-98.]