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題名:新型享樂動機系統接受模型暨心流理論探討遊樂產業導入虛擬實境科技-以國立海洋生物博物館VR體驗館為例
作者:吳思漢
作者(外文):Shih-Han Wu
校院名稱:義守大學
系所名稱:工業管理學系
指導教授:徐祥禎
孫述平
學位類別:博士
出版日期:2021
主題關鍵詞:虛擬實境國立海洋生物博物館享樂動機系統科技接受模型心流理論Virtual Reality (VR)National Museum of Marine Biology and Aquarium (NMMBA)Hedonic-Motivation System Adoption Model (HMSAM)Technology Acceptance Model (TAM)Flow Theory (FT)
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本研究以國立海洋生物博物館之虛擬實境體驗館為實驗場域,發展享樂動機系統接受模型、科技接受模型與心流理論的創新模型,來預測和解釋使用者對虛擬實境技術應用的接受度,研究模型以「感知易用」為自變項;「感知有用」、「使用態度」、「心流狀態」、「感知享樂」、「主觀幸福感」為中介變項;「沉浸」與「使用意圖」則為依變項。研究母體為屏東國立海洋生物博物館的參觀遊客,研究對象為到屏東國立海洋生物博物館VR體驗館的使用者。
研究結果顯示將科技接受模型與享樂動機系統接受模型納入本研究模型,有助於了解使用者於博物館情境下,使用虛擬實境設備的使用意圖或沉浸狀態。感知有用與感知易用對心流狀態具有正向顯著的影響;心流狀態正向影響感知享樂、感知享樂與主觀幸福感正向影響沉浸;使用態度、心流狀態、主觀幸福感正向影響使用意圖。此外,研究模型的中介效果全部成立,而且人口統計變量在各構面的差異部分成立。
本研究驗證了虛擬實境研究可以通過科技接受模型、享樂動機系統接受模型與心流理論做為研究理論的根本,並為上述理論在博物館場域的應用奠定了基礎,同時也證明了心流狀態是影響沉浸與使用意願非常重要的變數,更證實了主觀幸福感對遊客的沉浸與使用意圖有關鍵性的影響。
The aim of this study is to investigate the impact of VR technology into local entertainment and hospitality industries. The VR Experience Park in the National Museum of Marine Biology and Aquarium is highlight for experimental field and the acceptance of VR technology has been carefully explored for the consumed users. In this research, a novel coupled model of Hedonic-Motivation System Adoption Model (HMSAM), Technology Acceptance Model (TAM) with Flow Theory (FT) has been developed to predict and interpret the user behavior in VR facilities. The results of this study provide useful suggestions to VR enterprises. Based on the new developed model, comprehensive materials have been carefully collated, surveyed and analyzed to propose an in-depth research structure. Independent variables consist of “perceived usefulness (PU)”, “perceived ease-of-use (PEOU)”, “attitude toward using”, “flow state”, “perceived enjoyment”, “emotion attachment” and “subjective well-being”. Mediators include “PEOU” and” attitude toward using”. Dependent variables are “behavior intention to use” and “immersion”. Comprehensive hypotheses have been proposed to explore the behavior of experienced VR users based on the research structure. The target population of this study was the visitors of the National Museum of Marine Biology, and the research sample was the users of the VR Experience Center of the National Museum of Marine Biology.
The findings showed that: the technology acceptance model hedonic motivation system acceptance model are suitable for inclusion in this study model to understand users' intention and immersion to experience Virtual Reality in museum contexts; perceived usefulness and perceived ease of use have a positive and significant effect on the flow state; flow state positively affects perceived enjoyment, perceived enjoyment and subjective well-being positively affect immersion; attitude to use, flow state, and subjective well-being positively affect intention to use. The mediating effects of the research model are all supported, and the effect of demographic variables on constructs are partially supported.
The contributions of this study are: verifies the importance of the hedonic-motivation system acceptance model and the flow theory in the VR field, and provides a new perspective and entry point for the application of Virtual Reality in museums; confirms that Virtual Reality research can be conducted through the technology acceptance model, the hedonic-motivation system acceptance model, and the flow theory as the fundamental research theories, and lays the foundation for the application of these theories in museums; proves that the flow state is a very important variable affecting immersion and intention to use; confirms that subjective well-being has a vital influence on visitors' immersion and intention to use.
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