結合跨域導航與標示系統對於中高齡消費者於3D虛擬零售商店之應用性評估

The Evaluation of Combining Cross-Zone Navigation and Sign System to Apply on 3D Virtual Retail Store for Middle-Age and Elder Consumers

劉正禮(Cheng-Li Liu) ； 賴孟賢(Meng-Hsien Lai) ； 陳銘哲(Ming-Jhe Chen)

《人因工程學刊》 23卷1期 (2022/01) Pp. 1-24

https://doi.org/10.6273/JES.202201_23(1).0001

摘要

相關研究顯示台灣介於60－64歲中高齡族群，其上網從事網路社交活動已達5成以上。在網路購物快速成長的今日，對於行動能力較弱的這類族群，可透過網路自由進出網路零售商店，也多了一項購物的選擇。此外，由於3D虛擬技術的導入，提升了網路零售商店在商品展示的互動性，這種趨勢與改變，對於這類族群消費者勢必會產生更大的購物樂趣與動機，但也產生了空間迷向及商品尋物能力等問題。本研究的目的，即是針對3D虛擬零售商店的中高齡消費者，發展跨域導航系統及建立人／環境標示，以謀求解決之道，並延伸探討對於知覺衝突影響之可能性，提高3D虛擬零售商店對於中高齡消費者的感受度與實用性。研究結果顯示：跨域導航可以有效協助中高齡受試者尋找所欲購買之商品，縮短尋物時間，同時，跨域導航所發生電腦症候群的評分，較地圖導航所發生電腦症候群的評分有顯著減少，如果將跨域導航與標示系統加以結合，其對於中高齡消費者所產生電腦症候群的評分是最小的，同時會有較高的感受度與較少的尋物時間。

關鍵字

3D虛擬零售商店 ； 跨域導航 ； 地圖導航 ； 空間知覺力 ； 電腦症候群 ； 感受度 ； 中高齡族群

並列摘要

Previous Research showed that more than 50% of middle-aged people between the ages of 60-64 in Taiwan engaged in social activities on the Internet. Today, with the rapid growth of online shopping, there is an additional shopping option for such an age group with weaker mobility to freely access to internet stores. In addition, the introduction of 3D virtual technology has significantly increased the interaction between consumers and goods at internet stores. This trend will create greater shopping pleasure and motivation for such consumers. However, some issues such as feeling lost in hyperspace and difficulty in goods-finding have also raised. The purpose of this study was to find solutions for such issues by developing a cross-zone navigation system and marking the environment, and to explore the possible influence of the perceptual conflict for improving emotional impact and practicality. The results showed that the cross-zone navigation could effectively help middle-aged participants find the goods they wanted to buy, and shorten the search time. Simultaneously, the evaluating scores of cybersickness caused by the cross-zone navigation were significantly lower than those caused by the map navigation. If the cross-zone navigation and marking system were combined, the evaluating scores of cybersickness from the middle-aged participants were the lowest, and there would be a higher emotional impact and less time required to search for the desired objects.

並列關鍵字

3D Virtual Retail Store ； Cross-Zone Navigation ； Map Navigation ； Spatial Perception ； Cybersickness ； Emotions ； Middle-Aged People