網路圍棋人機對弈之觀眾行為意圖研究

本研究整合科技接受模式與計畫行為理論作為理論基礎，並以知覺玩興為延伸變數，驗證觀棋者於網路圍棋平台上觀看人機對弈的行為意圖模式。於2019/1/12至2019/3/3採網路問卷調查獲得447份有效樣本，資料使用AMOS進行驗證性因素分析及結構方程模型以驗證研究假設，十條假設路徑中唯獨一條假設未獲得支持，其理論模式配適度良好。研究結果發現：一、知覺玩興正向影響知覺易用性、知覺有用性及行為意圖，且易用性及有用性在知覺玩興對行為態度的關係具完全中介效果。二、科技接受模式架構中，知覺易用性正向影響知覺有用性及行為態度，知覺有用性正向影響行為態度。三、計畫行為理論中，行為態度、主觀規範及知覺行為控制對行為意圖皆有正向影響。分析結果顯示知覺玩興對行為意圖的總效果最為關鍵。文末對後續研究及管理實務上做出建議。

關鍵字

圍棋；知覺玩興；科技接受模式；計畫行為理論

並列摘要

This study integrates the technology acceptance model (TAM) and the theory of planned behavior (TPB) as the theoretical basis, and takes perceived playfulness as an extended variable to verify the behavioral intention model of watching human-machine competition on the online GO platform. This study conducts a web survey from 2019/1/12 to 2019/3/3 and collects 447 samples, and the data using AMOS for confirmatory factor analysis and structural equation modeling to verify the research hypotheses. This study used structural equation model the hypotheses, ten hypotheses path alone a hypothesis is not supported, the theoretical model with moderately fit. The results were as follows: 1. Perceived playfulness positively affected perceived ease-of-use, perceived usefulness, and behavioral intentions, the effects of attitude from perceived playfulness were fully mediated by perceived ease-of-use and usefulness.2. In TAM, perceived ease-of-use was positive and significant effect on usefulness and attitude; perceived usefulness has a positive and significant effect on attitude. 3. In TPB, attitude, subjective norms and perceived behavioral control have positive effects on behavioral intention. The results show perceived playfulness was the most important to behavioral intention. Finally, based on the results, some related suggestions were provided for future research.

並列關鍵字

GO ； Perceived Playfulness ； Theory of Planned Behavior (TPB) ； Technology Acceptance Model (TAM)

參考文獻

王月鶯、李世昌、徐茂洲、顏君彰(2014)。大學生觀賞美國職棒大聯盟的行為意圖模式。大專體育學刊，16(3)，297-310。

王凱立、蕭敬安(2021)。運動競技新模式：參與者對虛實整合運動競技模式的接受度探討。運動休閒管理學報，18(1)，99-111。

余宗龍(2014)。建構職棒球賽再次購票觀賞的行為意圖模式：以涉入程度為區隔變數。大專體育學刊，16(2)，151-166。

徐茂洲、吳兆欣、謝仁瑋(2017)。臺灣球迷線上收看中華職棒比賽行為意圖模式之研究—結合科技接受模式與計畫行為理論。運動研究，26(1)，1-20。

Abdullah, F., Ward, R., & Ahmed, E. (2016). Investigating the influence of the most commonly used external variables of TAM on students’ Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of e-portfolios. Computers in Human Behavior, 63, 75-90.

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