健身影片使用行為意向影響因素之探究

目的：健身影片是當今社會相當普及的運動工具，然而關於使用健身影片做運動的影響因素之研究報告至今仍相當闕如。雖然科技接受模式與期望確認理論已指出認知、期望與確認影響是使用行為意向的重要因素，然而針對健身影片，使用者的認知、期望、績效確認程度以及還有哪些因素會影響健身影片的使用行為意向，研究文獻至今尚未有明確答案。有鑑於此，本研究目的在探究健身影片使用行為意向發展歷程，研究問題包括：哪些因素會影響健身影片的採用到持續使用？影響因素的組成構面？影響因素之間的關係以及對使用行為意向的影響？方法：本研究採用探索性研究法，依循個案訪談和紮根理論的研究程序來蒐集和分析資料，採用半結構式深度訪談十位健身影片使用者，從使用者觀點，瞭解從採用到持續使用健身影片做運動的原因，以及使用行為意向發展的歷程。結果：研究發現除了認知、期望、確認會影響使用行為意向外，個人需求也是重要影響因素，個人要先有使用需求，才會興起使用的意念和行為。使用者對健身影片有六類認知、七類需求、四類期望和績效確認，以及五類使用行為意向。有用性、經濟便利性和自在性的認知影響最初採用健身影片做為日常運動方式的決定；而對個別健身影片的愉悅性、可學性和自主性認知影響個別影片的採用選擇與續用決定有較大的影響。結論：未來健身影片要得到使用者的認同而願意採用和持續使用，要能掌握使用者需求，提供必要的運動自主之互動服務，使產品成為雙向互動的個人化、自主化、適性化的健身運動工具。

關鍵字

健身運動；健身影片；使用行為意向；使用者認知；期望確認

並列摘要

Purpose: As workout videos have been emerging as a popular tool for physical exercise, few studies have provided limited insight into the determinants of usage intention and behavior of workout-video users. Prior studies based on Technology Acceptance Model and Expectation Confirmation Theory have pointed out belief, expectation, and performance confirmation are determinants of usage intention and behavior. However, what belief, expectation, and performance confirmation workout-video users have, and if there are additional factors affecting usage intention and behavior in the workout videos context have examined insufficiently and unconcluded in past research. The purpose of this study, therefore, is to explore critical factors affecting the usage intention towards workout videos, the construct dimensions of those factors, and how those factors influence users' adoption and continued usage of workout videos. Methods: A qualitative research approach was taken in this study. Data was collected by interviewing ten workout-video users on their experience of adopting and continued using workout videos for physical exercise. The collected data was analyzed by Grounded Theory technique. Results: The findings show that individual need, in addition to belief, expectation, and performance confirmation, is also an important factor potentially affecting usage intention toward workout videos; only when individuals have exercising-related needs and believe workout videos can possibly satisfy their needs, they rise the usage intention; workout-video users exhibit six dimensions of belief, seven dimensions of individual need, and four dimensions of expectation and performance confirmation; perceived usefulness, perceived economy-convenience, and perceived comfort are concerned in the adoption using workout videos as a physical exercising tool; perceived enjoyment, perceived learnability and perceived self-control affect user’s decision about choosing which workout video to use and the continued usage behavior. Conclusion: This study is the first of its kind to investigate the factors affecting adoption and continued usage intention together in the workout video context for the first time. This study would be valuable references for future workout-video design that concerns user's need and endeavors to make workout videos a real personal, user-controlled, adaptive exercising tool.

並列關鍵字

physical exercise ； workout video ； usage behavioral intention ； user belief ； expectation confirmation

參考文獻

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