影響人們在VR環境中購物意願之因素探討:延伸知覺需求科技適配度理論

根據eMarketer研究報告指出，全球零售電子商務總銷售額將從2016年的1.85兆美元，成長到2021年的4.87兆美元，相當於實體零售總額的17.5%，由此可知，電子商務依然逐年成長，對於實體零售業的影響將會有增無減的趨勢。此外，eMarketer研究報告也指出，遊戲、教育、醫療與零售等產業三年內將會受到虛擬實境影響，其中零售業將受到12%影響。現今越來越多的企業投入資源在開發虛擬實境之內容，藉由虛擬實境提供消費者創新的購物方式，期望增加顧客滿意度與購買商品的意願是現今企業所著重的要點之一。過去探討虛擬實境之研究主要以教育與娛樂類居多，較少數研究針對零售業應用虛擬實境之購物議題進行探討。因此本研究將填補過去研究缺口，將針對零售業應用虛擬實境於線上購物環境中，顧客會受到哪些因素影響其購物意願。有鑒於此，本研究以知覺需求科技適配度理論框架解釋使用者採用資訊科技的行為，其中以使用與滿足理論(動機需求)與創新擴散理論(科技特性)作為知覺需求科技適配度前置影響因子，並加入沉浸與空間臨場感建構一完整研究模型，藉以探討消費者採用虛擬實境進行購物的意願。本研究以網路問卷進行實證研究，並以結構化方程模式之偏最小平方法進行資料分析。研究結果發現動機需求與科技特性之相對優勢、服務相容性與可試性具顯著影響知覺需求科技適配度，進而影響滿意度與購買意願。此外，沉浸也顯著影響消費者之滿意度。本研究結果可供未來電商業者採用虛擬實境之相關應用時，在功能上應關注實用性與娛樂性面向，加強系統的相容性以及系統流暢度，皆可顯著影響消費者採用此項科技的意願。

關鍵字

虛擬實境；知覺需求科技適配度；使用與滿足理論；創新擴散理論；沉浸理論；購買意圖

並列摘要

Nowadays, more and more enterprises are investing their resources in developing virtual reality（VR）content. To increase customer satisfaction and purchase intention by providing innovative shopping methods, has become one of the key focus of today's enterprises. Previous research on VR concentrated more on the application to education and entertainment fields than on the discussion of VR shopping issues in the retail industry. In attempting to fill the gap left out in the past research, this study applied VR to the online shopping environment in the retail industry, to explore those factors that affect the customers. In view of this, this study explained user's IT adoption behavior with theoretical framework of perceived needs-technology-fit (TTF). In which, usage and satisfaction theory (motivation needs) and innovation diffusion theory (technical characteristics) were used as the antecedents. Also, by adding immersion and spatial presence, this study had constructed a complete research model, to explore consumer's willingness to use VR for shopping. An empirical study was carried out by an online survey questionnaire, data collected from the survey were analyzed by partial least squares structural equation modeling (PLS-SEM). Finally, the study found motivational needs and relative advantage, service compatibility, trialability significantly affect perceived need-technology fit which in turn affect satisfaction and purchase intention. Furthermore, immersion also has a significant effect on customer satisfaction. The results of this study may provide useful help to electronic commerce (EC) industries to attend to utilitarian and hedonic aspects, and to strengthen their system compatibility and operational smoothness.

並列關鍵字

Virtual Reality ； Perceive Need-Technology Fit ； Use and Gratifications Theory ； Diffusion of Innovation Theory ； Flow Theory ； Shopping Intention

參考文獻

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2018). How smartphone advertising influences consumers' purchase intention. Journal of Business Research. doi:10.1016/j.jbusres.2017.12.047

Rau, P.-L. P., Zheng, J., Guo, Z., & Li, J. (2018). Speed reading on virtual reality and augmented reality. Computers & Education, 125, 240-245. doi:10.1016/j.compedu.2018.06.016

Suh, A., & Prophet, J. (2018). The state of immersive technology research: A literature analysis. Computers in Human Behavior, 86, 77-90. doi:10.1016/j.chb.2018.04.019

中文參考文獻

Google Scholar

國際替代計量

影響人們在VR環境中購物意願之因素探討:延伸知覺需求科技適配度理論

未授權

主題瀏覽