虛擬實境購物之消費者使用意圖以科技接受模式與創新擴散理論探討

隨著網際網路的普及發展，消費者越來越多人會在網路上購買商品，然而，現有的網路購物商品僅以平面圖片呈現，但透過VR虛擬實境所建構出來的3D畫面，可以讓消費者即便在家不出門，在網路上購物也能有像出門逛街的真實感受。因此，許多電商品牌看準這項需求，開始發展虛擬實境購物功能。美國 eBay在2016年5月和澳洲零售商Myer共同合作推出虛擬實境百貨商城，目前乃是全球第一。消費者只要下載APP，並搭配ebay所贈送的Cardboard，消費者就可以很清楚的瀏覽近百款以3D效果呈現的商品，有別於平面的商品介紹，更能清楚的了解產品規格。本研究將結合科技準備度、創新擴散理論和科技接受模型來探討消費者對網路購物平台導入虛擬實境購物服務之使用意圖。研究對象為台灣曾經用網路下單購買商品的消費者。並以網路問卷進行樣本蒐集，總共發出400份問卷，回收380份，扣除無效問卷後，總計有效問卷360份，有效樣本回收率為94.7%。使用的研究方法包括敘述性統計、信度分析和結構方程模式等。本研究所獲結果顯示如下： 1. 科技準備度對知覺有用性和知覺易用性有顯著正向的影響； 2. 知覺有用系和使用態度有顯著正向的影響； 3. 知覺易用性和使用態度無顯著影響； 4. 使用態度和使用意願有顯著正向的影響； 5. 相對優勢和使用意願有顯著正向的影響； 6. 相容性與可觀察性與使用意願無顯著影響。

關鍵字

虛擬實境購物；科技準備度；創新擴散理論；科技接受模型

並列摘要

Due to the popularization of the internet, more and more consumers will buy goods on the internet. However, the existing online shopping products are only presented in a flat picture, and the 3D images constructed through the VR virtual reality may so that even if consumers do not go out at home, shopping on the internet can have the real feeling like shopping. In May 2016, eBay and Australian retailer Myer launched the world's first virtual reality department store. eBay and Myer also free of charge for 20,000 Google Cardboard. When you enter the virtual store, the virtual mall will be the first 100 products to 3D effect display, so you see more clearly. Therefore, this study adopted the technology acceptance model and innovation diffusion theory to study the behavioral intention of using virtual reality shopping The following items are the conclusion of this paper: 1.Technology readiness has positive effects on perceived usefulness. 2.Technology readiness has positive effects on perceive ease of use. 3.Perceived usefulness has positive effects on attitude toward using. 4.Perceive ease of use has no effects on attitude toward using. 5.Attitude toward using has positive effects on behavioral intention to ues. 6.Relative advantage has positive effects on behavioral intention to ues. 7.Compatibility and has no effects on behavioral intention to ues. 8.Observability has no effects on behavioral intention to ues.