探討智慧手錶使用與付費意願的個人、環境及運動動機因素

高齡社會造成國家生產力降低、醫療及照護的支出增加。國家未來人口的結構無法改變，卻可利用智慧手錶可有效的監控日常及運動的生理指數了解健康狀況，進而增加規律運動機率來有效促進健康，但銀髪族對於科技產品的接受度低。本研究在探討個人因素、環境因素及運動動機因素對智慧手錶的使用意願及服務付費意願是否有顯者影響，找出最關鍵的因素。　　本研究採問卷調查法可探討多個不同的變因，採非隨機的便利抽樣。調查方式以線上問卷配合用LINE群組發放來鎖定手機使用及上網群組，智慧手錶要充份發揮其價值，必需要搭配智慧手機及行動上網，數據需要手機的APP來做有效的分析及全盤的檢視。將收集回來的有效資料606份，以SPSS 進行統計分析，研究結論如下: (1) 同時影響智慧手錶使用意願及服務付費意願，最關鍵的3項因素分別是享樂動機、社群投入及價格價值；(2)、社群投入(LINE)列為關鍵因素，透過虛擬社群進行口碑傳播是可行的；(3)推出智慧手錶雲端「服務付費」時，以「壓力與情緒管理」為運動動機的群組付費意願最大，而46-65歲這個群族是最需要關注的，20年之後台灣65歲以上老人預估將超過600萬，45-65歲即是未來20年的高齡潛在對象；(4)「外表與健康管理」的運動動機對「服務付費意向」卻呈現負向的顯著影響。智慧手錶要推出雲端付費的服務，應以「壓力與情緒管理」為運動動機的群組為主，避免以「外表與健康管理」為運動動機的群組為訴求。

關鍵字

延伸整合科技接受與使用模型；智慧手錶；使用意願；服務付費意願；運動動機；社群投入

並列摘要

Aged society have led to lower national productivity and increased spending on health care. The structure of the country's future population cannot be changed, but smartwatch can effectively monitor the daily and exercise physiological indexes to understand the health status, thereby increasing the regular exercise rate to effectively promote health, but the aged people have low acceptance of technology products. This study explores whether personal factors, environmental factors, and sport motivational factors have a significant impact on the behavioral intention of smartwatch and the intention of pay for cloud services, and identify the most critical factors. This study adopts a questionnaire survey method to explore a number of different variables, using non-random convenience sampling. The survey method uses online questionnaires to use LINE group distribution to lock mobile phone usage and Internet groups. In order to fully utilize its value, smartwatch need to be fully equipped with smartphones and mobile Internet access. Data needs mobile phone APP for effective analysis and overall analysis. 606 copies of valid data will be collected and analyzed by SPSS Statistical tool. The conclusions are as follows: (1) The three most important factors affecting the behavioral intention of smartphones and the intention to pay for services are the Hedonic Motivation, Social Engagement (LINE intensity) and Price Value; (2) Social Engagement (LINE) is listed as a key factor, word-of-mouth communication through virtual community is feasible; (3) When the smartwatch "Cloud Service Payment" is launched, the group with the motivation of "stress and emotion management" is the most willing to pay, and the group of 46-65 years old is the most concerned. After 20 years, the number of elderly people aged 65 and over in Taiwan is estimated to exceed 6 million. 45-65 years old is the potential target for the next 20 years; (4) The motivation of “External and Health Management” has a negative impact on the “intention of pay for service”. For smartwatch to launch cloud-paid services, the group should focus on “stress and emotion management” as the motivation of sports, avoiding groups with “external and health management” as the motivation of sports.

並列關鍵字

UTAUT2 ； Smartwatch ； Behavioral intention ； Intention to Pay for Cloud service ； Sports motivation ； Social Engagement

參考文獻

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doi: http://dx.doi.org/10.1016/j.future.2013.01.010

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探討智慧手錶使用與付費意願的個人、環境及運動動機因素

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