影響消費者使用具有motion sensor功能遊戲機意願因素之探討-以Wii為例

Intentions to use console game with motion sensor function –A case of Wii

李建德(Cheng-Te Li)

指導教授 ： 曾芳美

元智大學/管理學院/國際企業學系/碩士(2008年)

摘要

隨這Wii的出現,電視遊戲機再一次的吸引消費者的目光。Wii不僅代表電視遊戲機產業的創新,並也象徵了動態感應科技廣泛的被應用。過去科技接受模式相關的研究都在探討以工作取向為目的的科技,但是近年來有越來越多相關的研究在討論以娛樂取向為目的的科技。市場區隔在行銷市場上是一項很重要的議題,但是在過去相關科技接受模式的研究中卻很少被討論。我們將科技接受模式與計畫行為理論結合,並加入創新知覺特質(可相容性,可試用性,與可觀察性)和認知風險去探討消費者採用Wii的行為意願。我們以分層抽樣收集500位受訪者。分析的結果顯示認知有用性,認知易用性,可相容性,可試用性,可觀察性,態度,和主觀規範對於使用Wii的行為意願有顯著的影響。且我們的模式共解釋了58％的變異。我們使用集群分析將我們的受訪者區隔為兩群。第一群代表重度玩家,第二群代表輕度玩家。我們研究結果發現:在重度玩家與輕度玩家中、認知有用易,認知易用性,與可觀察性對態度有不同的影響;而認知有用性與主觀規範對於行為意願有不同的影響。

關鍵字

Wii ； 科技接受模式 ； 控制行為理論 ； 集群分析

並列摘要

Console games appeal consumers’ view again with the appearance of Wii. Wii doesn’t only mean that there is an evolution in the console game market, but also symbolizes that the broad applications of motion sensor technology. Most past related-TAM studies had focused on work-oriented technology, but there are many entertainment-oriented technologies discussed in recent years. Market segment is an important issue in marketing, but it was seldom discussed in the past related TAM studies.This study combined technology acceptance model (TAM) and theory of planned behavior (TPB), and added some perceived innovation attributes and perceived risk to explore the users’ behavior intention of adopting Wii. The proposed model was empirically evaluated using survey data collected from 500 respondents about their perceptions of Wii. Overall, the results revealed that perceived usefulness, perceived ease of use, compatibility, trialability, observability, attitude, and subjective norms had significant influences on behavioral intention. And this model explains about 58﹪of using Wii. We segmented our respondents into two groups by using
cluster analysis. Group 1 represents heavy game players, and group 2 represents light game players. And we found that perceived usefulness, perceived ease of use and observability have different impacts on attitude. In addition, perceived usefulness and subjective norms have different influences on behavioral intention between heavy game players and light game players.

並列關鍵字

Wii ； TAM ； TPB ； Cluster analysis

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