創新科技產品採用行為之分析-以Wii為例

Adoption of Game Console

王筱琪(Hsiao-Chi Wang)

指導教授 ： 羅美玲

元智大學/管理學院/企業管理學系/碩士(2008年)

https://doi.org/10.6838/YZU.2008.00063

摘要

近年來，大環境迅速變動，消費型態和風格都和以往有些不同，消費者對於新產品的接受程度也有些許的改變，因此，本研究主要目的在於探討消費者對於互動性遊戲主機的認知及採用行為之影響因素，以探討科技接受度之科技接受模式、創新擴散理論、沉浸理論為主要理論架構，並考量其主題特性及消費者採用行為，結合個人創新性、互動性、沉浸等相關理論發展出本研究架構。探討這些變數對於消費者態度以及採用行為之影響分析。本研究利用SPSS12.0進行資料的敘述性統計分析以及利用PLS GRAPH檢驗假說檢定。
本研究將抽樣對象分為兩群組：第一群組為學生樣本，資料來源為傳統問卷，其總計回收有效問卷為257份；第二群組為一般大眾，資料來源為電子問卷，其總計回收有效問卷為211份。本研究同時也利用訪談方式更近一步了解採用行為。
本研究在量化或是質化結果皆顯示個人之認知有趣確實會影響個人的使用態度以及採用行為；個人之互動性對於沉浸狀態是正向影響關係。另一方面，本研究也發現，個人對於認知易用抱持不一樣的觀點，在學生族群中對於態度有正向影響，但是對於一般大眾沒有顯著影響。

關鍵字

互動性遊戲主機 ； 科技接受模式 ； 認知有趣 ； 沉浸 ； 互動性

並列摘要

Recently, the environment of shopping ways and styles change rapidly, which are different from before. For customers, the degree of accepting new products are changing a little bit as well, therefore, the main purpose of this research is inquiring into the influence factor of cognition and the adoption behavior of consumer to the interactive game console, technology acceptance model, innovation diffusion of theory, flow theory as the main theories to configure, and considering the characteristics interactive game and creative sex of the combinational personal innovativeness in the domain of information technology (PIIT), interactivity, flow etc. of the related theories develops this research structure. Finding these related variables how to affect consumer attitude and adoption behavior. The descriptive statistics are used by SPSS12.0 and the hypotheses are tested by utilizing PLS GRAPH.
This research divided sample data into two studies. Study 1 is student group which from traditional questionnaire, totaling the valid questionnaire of the recovery as 257s. Study 2 is general which from network questionnaire, totaling the valid questionnaire of the recovery as 211s. This research also uses deep-interview method to clearly understand adoption behavior.
The results of the data analysis show that perceived enjoyment can really have positive effects on consumer attitude and adoption behavior. Interactivity has positive effects on flow. On the other hand, perceived ease of use has positive effects on consumer attitude in study 1, but in study 2, there is no significant effect on consumer attitude.

並列關鍵字

interactive game console ； technology acceptance model ； perceived enjoyment ； interactivity ； flow

參考文獻

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