隨著資訊科技的進步,新型態的技術應用顛覆了傳統思維,改變今日的消費型態。因應行動裝置配備逐漸完善,促使擴增實境應用發展漸趨廣泛,而擴增實境應用具有立即、互動性之特性,將會是未來重要的新趨勢。 然而,今日擴增實境應用雖逐漸熱門,但仍有消費者尚未採用且存在拒絕或延遲採用的情形,而針對此新技術之抵制研究亦相對稀少。因此,本研究以Ram & Sheth(1989)提出的創新抵制理論模型基礎,藉由使用、價值、風險、傳統、形象等障礙構面,探討其抵制之因素,另外亦額外加上〝價格〞之影響因素,作為探討擴增實境應用創新抵制之要素構面。 本研究主要結果發現使用障礙、傳統障礙、形象障礙為消費者使用擴增實境應用時較有顯著影響之抵制因素;而本研究亦針對消費者的主要抵制障礙因素提供其相對應之解決策略與方案,以供相關業者參考與政策擬定之依據。
Abstract With the advancement of information technology, new types of technology to subvert the traditional thinking, changing consumption patterns today. In response to mobile devices with gradual improvement, to promote the development of Augmented Reality applications is becoming widespread. The Augmented Reality Applications with immediate, interactive characteristics. It will be an important new trend in the future. However, today's Augmented Reality Application, although gradually popular, but consumers are still not adopted and there is a refusal or delay in the case of adoption, and for this Resistance Research new Technology is also Relatively rare. While the Ram & Sheth (1989) proposed Innovation Resistance of the theoretical model, the primary to Usage Barrier, Value Barrier, Risk Barrier, Traditional Barrier, Image Barrier, etc. Barrier, and other obstacles facets to explore factors boycott, while also adding extra "price" of the factors and to explore the elements of Augmented Reality Applications facets of Innovation Resistance. Results of this study revealed that Usage Barrier, Tradition Barrier and Image Barrier had significant influence. The present study also resists the main obstacles for consumers to provide their corresponding policies and programs of resolve, according to the relevant industry for the reference formulation of policy.