- 學位論文
你今天路跑了嗎?應用UTAUT探討路跑Apps之使用行為
Are You Running Today? Applying the UTAUT to Explore the Use Behavior of Running Apps
摘要
路跑，在近年來是一項不分年齡、階層及深受民眾喜愛的運動，典型的路跑活動主要以健康作號召，主要參與族群為熱愛跑步的民眾，而越來越多企業、運動品牌業者在各城市舉辦各項主題創意的路跑活動，吸引許多民眾的爭相報名。由此可見「路跑」已逐漸成為新世代的潮流運動，另一方面，自主訓練成為首要課題。「路跑Apps」因應而生，伴隨著智慧型手機的高使用率及路跑運動的意識逐漸高漲，使得「路跑Apps」已逐漸取代以往所使用的工具，因為它的高互動性以及能記錄個人路跑的軌跡，並能上傳分享至社群網站，與同儕產生正向的競爭及能激勵彼此。同時，也引起許多運動業者、企業所關注，舉辦各式的路跑活動，除了能提升企業正面形象，也能促使運動業者的曝光度。本研究應用整合性科技接受使用模式(Unified Theory of Acceptance and Use of Technology, UTAUT)為基礎架構來探究路跑Apps的影響因素，另外加入內在動機之知覺有趣性，並分析行為意圖影響路跑Apps之使用行為。 本研究透過網路問卷調查及紙本問卷調查並行，總共收集有效樣本301份，主要對象是曾經使用過路跑Apps之使用者，並進行結構方程模式分析。研究結果顯示，路跑Apps使用者對路跑Apps的「預期績效」、「知覺有趣性」、「社會影響」對行為意圖有正相關；另外，「預期付出」對行為意圖無顯著影響，求證於以往文獻有一致性的結果。「促使條件」對路跑Apps的「使用行為」有顯著的正向相關。其本研究結果希望有助於運動業者在行銷策略上有所助益。
並列摘要
Running has become one of the most favorite sports in recent years among wide range of ages and social stratification. The typical running activities and events usually attract people who think highly of personal health and have strong passion in running sport. More and more corporations and sporting industries have realized a fact and integrated their marketing strategy together with holding or sponsoring public running events in many countries. It is beneficial to significantly promote corporation’s visibility and positive images in a short time. Thus, running sport has rapidly grown as a trend in people's daily life and self-training is considered as an important subject. Therefore, Running Apps (RA) were created. At the same time, with increasing utilization rate of smart phone in these years and widely awareness of running sport importance, it has enabled the Running Apps as popular tools and has replaced the traditional tools, such as wearing devices, in user's market. There are numbers of unique reasons making Running Apps different from traditional tools, including the high interactive nature assisted by internet convenience, personal historical running route database, and maybe the most importantly, uploading and sharing individual's achievement to the social networking sites which result in competition and positive incentive among the peers. Many corporations and sporting industries have placed increasing attention on this market recently, where running sport events were held more frequently with a variety of topics, to enhance corporations' exposure and positive images. This study applied Unified Theory of Acceptance and Use of Technology (UTAUT) to explore and understand the factors how the Running Apps are influenced. In addition, we analyze the intention behavior can influence Running Apps use behavior, when perceived enjoyment is added. There are 301 participants completed the online and paper questionnaire and usable surveys were returned. This study uses structural equation modeling (SEM) analysis as a main method. Results of this study reveal the Running Apps behavior intention is positively influenced by performance expectancy, perceived enjoyment, and social influence. The result also shows the effort expectancy has no significant effect on behavior intention, which is consistent with the previous researches and references. Facilitating conditions may positively influence use behavior. Moreover, this study provides some practical ideas to mangers of sport industries on their marketing strategies.
參考文獻
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