擴增實境特性對持續使用意圖之影響-以Pokémon GO為例

Characteristics of augmented reality and continuance intention: the empirical study of Pokémon GO

張馨丰(Hsin-Feng Chang)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2017年)

摘要

隨著資訊科技迅速的發展，因行動裝置日益普遍，消費者已經不再受時間及空間限制，隨時隨地使用行動裝置來進行行動遊戲消磨時間放鬆心情，每年有許多新的行動遊戲相繼上市，使行動遊戲開發商競爭激烈。有鑑於擴增實境為目前資訊技術的發展趨勢，如何將擴增實境運用於產品以提升滿意度，並增加使用者持續使用意圖，成為業者重視的課題。
過去相關文獻中，資訊系統期望確認模型(Expectation Confirmation Model, ECM)經常被用來評估各種資訊系統的持續使用意圖，但鮮少有相關文獻探討使用者對於擴增實境相關產品的持續使用意圖。因此，本研究以ECM為基礎，將擴增實境「可定位化」、「人機互動性」、「遠距臨場感」三個特性納入架構中，探討擴增實境特性對於消費者行為意圖之影響。由於Pokémon GO是當前最受歡迎且知名度最高之擴增實境行動遊戲，本研究以Pokémon Go行動遊戲為研究標的，因此知覺娛樂性取代知覺有用性。此外，本研究亦探討媒體影響對於滿意度及持續使用意圖之間的干擾效果。
本研究採用網路電子問卷方式針對玩家的持續使用意圖之影響，總共回收678份有效問卷；且運用SPSS與PLS統計軟體為資料分析工具，來分析資料數據與理論模型驗證，經由探討之研究結果顯示，擴增實境之三大特性對確認皆具有正向顯著影響，則擴增實境之特性中的人機互動性對知覺娛樂性具有正向顯著影響；確認對知覺娛樂性及滿意度具有正向顯著影響；知覺娛樂性對滿意度及持續使用意圖具有正向顯著影響；滿意度對持續使用意圖具有正向顯著影響；此外媒體影響對於玩家滿意度和持續使用意圖之間關係具有正向且顯著著干擾效果。本研究亦提出管理意涵及建議，期望作為業者應用擴增實境時之參考。

關鍵字

可定位化 ； 人機互動性 ； 遠距臨場感 ； 媒體影響 ； 持續使用意圖

並列摘要

With the rapid development of information technology, as mobile devices have become more and more popular, consumers are no longer limited by time and space, and they are able to use mobile devices to play games anytime and anywhere. Amount of new mobile games are developed, giving rising to fierce competition in the mobile game market. Because augmented reality currently is a trend of information technology development, how to use augmented reality on the product to enhance consumer satisfaction and increase their continuance intention has become an critical issue for the firms.
Previous studies have applied the Expectation Confirmation model (Expectation Confirmation Model, ECM) to evaluate the continued use of various information systems intention, but few studies have explored the users’ continued intention of augmented reality related products. By applying the ECM, this study incorporates three characteristics of augmented reality, in terms of locatability, Human-Computer Interactivity, and Telepresence, into the framework. This study attempts to explore the influences of augmented reality characteristics on consumer continuance intention. Because Pokémon GO is one of the most popular and famous augmented reality mobile game, the study uses Pokémon GO mobile game as the study subject, and thus perceived usefulness in the ECM is replaced with perceived playfulness. This study further explored the moderating effect of media influence on the relationship between satisfaction and continuance intention.
In this study, a total of 678 effective questionnaires were collected by using electronic questionnaire survey. This study uses SPSS and SmartPLS statistic software to analyze data. The finding shows that three characteristics of augmented reality have positive effects on confirmation. Besides, human-computer interactivity has a positive and significant influence on perceived playfulness. Furthermore, perceived playfulness has positive effects on satisfaction and continuance intention, whereas confirmation has a positive and significant influence on perceived playfulness and satisfaction, which further has a positive effect on continuance intention. Finally, media influence has a positively moderating effect between satisfaction and continuance intention. This study also provides managerial implications and recommendations for practitioners and academicians while applying augmented reality on the product.

並列關鍵字

Locatabiity ； Human-Computer Interactivity ； Telepresence ； Media influence ； Continuance Intention

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