- 期刊
消費者選擇擴增實境產品之關鍵因素
The Study of Key Factors Affecting Consumer's Selection of Augmented Reality Products
摘要
隨著第五代行動通訊技術（5th Generation Wireless Systems，5G）的推動，更加速虛擬實境／擴增實境（Virtual Reality／Augmented Reality，VR／AR）創新應用的發展，全球科技大廠也紛紛加入投資與研發的行列中。擴增實境將虛擬的世界與真實的世界彼此之間的界線模糊化，未來更是可以融入生活當中。但擴增實境目前還不普及，所以本研究想了解影響消費者購買擴增實境產品的關鍵因素，以協助業者判定更有效的產品發展和行銷的策略。本研究先藉由文獻探討，找出影響消費者購買決策之關鍵因素，接著建構關鍵因素之層級架構，得到五個構面和22個關鍵因素。接著使用層級分析法（Analytic Hierarch Process，AHP），設計並進行問卷調查，依問卷結果，將構面與因素權重進行排序與分析。研究結果顯示，影響消費者選擇擴增實境之關鍵構面排序為：功能、內容、產品、服務、行銷。22項關鍵因素之前四名排序為「易用性」、「資訊安全」、「品質」、「趣味性」。本研究也對有經驗使用者與無經驗使用者進行差異比較，發現在統計上沒有顯著差異，兩者可進行合併討論。另外受測者中的男性與女性，在可接受擴增實境價格上是有差異。最後，本研究依問卷分析結果，建議業者和政府相關機構在產品設計操作的易用性、資訊安全防護、品質控管與安全，內容設計發展趣味性，能制定有效的改善方案，以提高消費者的購買意願，並希望能對台灣科技產業提出貢獻。
並列摘要
The development of 5G technology has sped up innovation in applications of Virtual Reality (VR)/Augmented Reality (AR). Augmented Reality blurs the boundary between the virtual and real worlds, allowing it to blend into our daily life. While technological companies worldwide have started to research and invest in AR/VR, Augmented Reality nevertheless remains outside mainstream consumption. As such, this research hopes to understand the key factors that influence consumers in buying Augmented Reality products, in order to assist manufacturers in product development and market strategy. First, we perform literature review to identify key factors that affect consumers purchase decision, according to which a hierarchical architecture with 5 dimensions and 22 key factors is constructed. Next, we use the AHP (Analytic Hierarchy Process) questionnaire to rank and analyze the weights of the dimensions and factors. The rank of dimensions is found to be as follows: function, content, product, service and marketing; meanwhile, the top four factors are "ease of use", "information security", "quality" and "interest". We also perform a comparison between experienced and non-experienced users, finding that the two groups show no significant difference in their ranks of factors and can hence be combined. However, we do find a difference in acceptable prices for Augmented Reality between male and female consumers. Finally, based on the results of the questionnaire, we provide recommendations to merchants and relevant governmental agencies, in that effective plans and policies are needed in improving the design of AR products in the areas of ease of use, information protection, quality control, safety and interesting content. We hope that these suggestions can raise consumer willingness to purchase AR products, and make a contribution to Taiwan's technology industry.