- 學位論文
以方法目的鏈探討虛擬實境裝置對娛樂意願之研究
An Exploratory on the Entertainment Intention with the Virtual Reality Devices through a Means-End Chain Approach
摘要
科技產品發展的技術日新月異，以及智慧型手機的普及與行動運算平台及虛擬實境顯示技術的提升，虛擬實境裝置已成為業界關注的商機，並紛紛投入資金及研究開發。本研究使用方法目的鏈(Mean-End Chai, MEC)，並採用階梯方法做為深度訪談主要工具，針對50位具有虛擬實境裝置經驗的使用者對於樂意願一對一的深度訪談。藉由方法與目的之連結架構，逐步導引由低層外部至深層內化、具體顯性到抽象隱性，並依據屬性、結果利益及價值之定義，歸納出使用虛擬實境裝置最終目的並繪製出價值階層圖。研究結果發現，使用虛擬實境裝置屬性，以融入影像及新奇好玩，為多數人考量之因素；使用虛擬實境裝置結果利益，為沉浸經驗及體驗需求；而成就感及刺激感，為虛擬實境裝置使用者主要所追求的價值目標。本研究經過解析，並探討管理意涵，提供業界實務上之運用及學界後續研究之參考。
並列摘要
Under the development of technology products, as well as popularity of smart phones environment, mobile computing, and visual display monitors technology were advance. In recent years the industry close attention to Virtual reality (VR), and into investment and development for VR devices. This study adopted means-end chain (MEC), and utilized Laddering as a main tool when conducting in-depth interviews with 50 users who have experiences in using on the entertainment intention with the Virtual reality devices, through means and end of the link structure, step one by one guide from the lower deck dominant external concrete to the abstract hidden top-level internal and draw the hierarchy value map (HVM), based on Attributes, Consequences and Values. Consequences and value, results and summarize the definition of the value of the ultimate goal of using virtual reality devices and hierarchical value map. Analytical results indicate that attributes of using Virtual reality devices are Surroundings visually and fun for most of the users. The consequences are experiencing the scene ambiance and immersion. Sense of achievement and excitement are the main values and purposes that the users of virtual reality pursue. Marketing implication and future research directions were discussed at the end of this study.
參考文獻
延伸閱讀
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