博碩士論文 etd-0722119-175209 詳細資訊


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姓名 陳偉文(Wei-Wen Chen ) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Department of Information Management)
畢業學位 碩士(Master) 畢業時期 108學年第1學期
論文名稱(中) 虛擬實境與遊戲機制對顧客體驗與滿意度的影響 -沉浸理論的觀點
論文名稱(英) Effect of Virtual Reality and Gamification on Customer Experience and Satisfaction – A Flow Theory Perspective
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    紙本論文:2 年後公開 (2021-08-22 公開)

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    論文語文/頁數 中文/92
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    摘要(中) 虛擬實境在近幾年興起,並被認為虛擬實境可以為使用者提供沉浸式體驗,
    提升使用者的使用意願。而遊戲化也是近年常被提出的想法,遊戲化物件與遊戲
    機制可以提高使用者的動機,提高參與程度。本研究將以健身車為例,探討虛擬
    實境與遊戲化機制在健身運動上的效果,目的要探討這兩種設計是否確實能產生
    預期的效果,並以沉浸理論來詮釋這兩種科技對顧客體驗與滿意度的影響。
    本研究採用2X2的雙因子實驗設計,分為一般健身車、遊戲機制健身車、VR
    健身車與VR遊戲健身車去進行實驗,一共收集了120份問卷,藉由SmartPLS 3.0
    與SPSS 24進行資料分析驗證所提出之假說,以分析VR及遊戲機制對沉浸,顧客
    體驗,及使用者滿意度的影響。
    研究結果顯示,沉浸對於顧客體驗與滿意度皆有正向顯著的影響,而顧客體
    驗也對滿意度有正向顯著的影響,而後滿意度對於持續使用意圖也有正向顯著的
    影響。在沉浸對於顧客體驗的正向影響中,VR遊戲健身車與一般健身車有非常顯
    著的差異,VR遊戲健身車也與遊戲機制健身車有顯著的差異。而搭配VR與搭配
    遊戲機制的健身車,在沉浸對顧客體驗的影響上也與一般健身車有顯著的差異。
    最後本研究也依據研究結果提供一些建議給未來想研究相關主題之學者。
    摘要(英) In recent years, the application of virtual reality (VR) has risen and VR is
    considered to be able to enhance users' satisfaction and intention to use. Gamification is
    another mechanism that is gaining popularity recently. This study investigates the effect
    of these two technologies on user satisfaction and continuance intention when they are
    applied to the fitness industry, and uses the exercise bike as our experimental
    instrument. This study takes the flow theory as our theoretical perspective to interpret
    the influential mechanism.
    A 2x2 experiment was designed, which includes four scenarios: general exercise
    bike, exercise bike with gamification only, exercise bike with VR only, and exercise
    bike with both VR and gamification functions. The subject exercised on the assigned
    vehicle randomly and filled out questionnaires afterward. A total of 120 observations
    were collected. The data were analyzed with SmartPLS 3.0 and SPSS.
    The results show that (1) both VR and gamification can generate significant effect
    on higher flow experience, (2) flow has significant positive effects on both customer
    experience and satisfaction, (3) customer experience has a significant positive effect on
    satisfaction, and (4) satisfaction has a significant positive effect on continuance
    intention. Our findings indicate that VR and gamification are useful in increasing the
    flow experience of the exercise bike users, which will further increase user satisfaction
    and intention to use continuously. Future research directions and suggestions for
    practitioners are discussed.
    關鍵字(中)
  • 遊戲化
  • 持續使用意圖
  • 滿意度
  • 顧客體驗
  • 沉浸
  • 虛擬實境
  • 關鍵字(英)
  • flow
  • gamification
  • Virtual Reality
  • continuance intention
  • customer experience
  • satisfaction
  • 論文目次 論文審定書   i
    摘要   ii
    Abstract   iii
    目錄   iv
    圖目錄   v
    表目錄   viii
    第一章、 緒論 1
    第一節 研究背景與動機 1
    第二節 研究問題 3
    第三節 研究流程 4
    第四節 章節結構 5
    第二章、 文獻探討 7
    第一節 虛擬實境 7
    2.1.1 虛擬實境之簡介 7
    2.1.2 虛擬實境之類型 7
    2.1.3 HTC Vive虛擬實境裝置 8
    2.1.4 虛擬實境之應用 9
    第二節 遊戲化 13
    2.2.1 遊戲化之定義 13
    2.2.2 MDA遊戲架構 14
    第三節 沉浸理論 17
    2.3.1 沉浸理論之定義 17
    2.3.2 影響沉浸狀態之因素 17
    第四節 顧客體驗 19
    第五節 滿意度 21
    第六節 持續使用意圖 22
    第三章、 研究方法 23
    第一節 研究架構 23
    第二節 研究假說 24
    第三節 問項定義與衡量 26
    1.3.1 沉浸 26
    1.3.2 感官體驗 26
    1.3.3 情感體驗 27
    1.3.4 思考體驗 27
    1.3.5 行動體驗 28
    1.3.6 滿意度 28
    1.3.7 持續使用意圖 29
    第四節 研究設計 30
    3.4.1 實驗環境 30
    3.4.2 實驗對象 31
    3.4.3 實驗流程 31
    3.4.4 遊戲機制 33
    第五節 資料分析方法 37
    第六節 前測 39
    第四章、 資料分析與研究結果 41
    第一節 樣本資料分析 41
    第二節 各變項之統計分析 44
    第三節 信度分析 49
    第四節 效度分析 50
    第五節 共同方法偏差檢測與模型配適度 53
    第六節 研究假說驗證 55
    第七節 延伸分析 58
    第八節 路徑係數差異分析 60
    4.6.1 個別路徑係數分析 60
    4.6.2 路徑差異分析 65
    第五章、 結論與建議 71
    第一節 研究發現與結論 71
    第二節 研究限制與未來可研究之方向 73
    參考文獻 74
    ㄧ、英文文獻 74
    二、中文文獻 79
    附錄 80
    參考文獻 ㄧ、英文文獻
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    二、中文文獻
    [1] 周秩年、黃怡姍。產業分析:運動服務業發展趨勢 (2018年)。台灣趨勢研究。
    [2] 蔡佩璇、游萬來(2005,6月)。電子故事書融入語文學習互動設計之探討。載於中華民國僑務委員會舉辦之「第四屆全球華文網路教育研討會」論文集,頁259-270。台北市。
    [3] 賴崇閔、黃秀美、廖述盛、黃雯雯(2009)。3D 虛擬實境應用於醫學教育接受度之研究。載於教育心理學報,40 卷,3 期,頁341-362。
    [4] 鍾孟玲(2013)。探索健身運動樂趣來源-以質性研究的途徑。載於2013 年國際休閒遊憩與運動管理發展趨勢研討會專刊,頁232-249。
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    [6] 商業週刊。六塊肌價比真金!Airbnb股東、超商都搶撈。
    http://www.twtrend.com/share_cont.php?id=62
    [7] VR+。Facebook。https://www.facebook.com/VRPLUSTW/
    [8] HTC Vive blog。https://blog.vive.com/tw/
    [9] 數位時代-虛擬實境。https://www.bnext.com.tw/
    [10] 翻轉教育-親子天下網站。VR如何為教育學習提供創新價值?https://flipedu.parenting.com.tw/article/4642
    口試委員
  • 陳灯能 - 召集委員
  • 陳偉慶 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2019-07-30 繳交日期 2019-08-22

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