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題名：以沉浸理論、網路外部性、計畫行為理論探討體感遊戲機購買意圖之研究
書刊名：電子商務研究
作者：郭冠樟／葉乘豪
作者(外文)：Kuo, Kuan-chang／Ye, Cheng-hao
出版日期：2012
卷期：10:2
頁次：頁199-216
主題關鍵詞：體感遊戲；計畫行為理論；網路外部性；沉浸理論；使用者滿意；Somatosensory video game；Theory of planed behavior；Network externality；Flow model；User satisfaction
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  • 被引用次數被引用次數:期刊(5) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:14
  • 點閱點閱:165
2006年任天堂推出的Wii在美國與日本上市後，創新的體感遊戲讓它成功的擊敗兩大競爭對手的產品(Xbox360與PS3)。然而，根據資策會在2010年的報告指出，體感遊戲機市場將在2011年開始走下坡，其原因在於智慧型手機與平板電腦市場的熱銷，進而擠壓到體感遊戲機之市場，因此，如何提高體感遊戲機之銷售已將是重要之課題。Cummings and Duncan1與Manley and Whitaker2 曾研究體感遊戲機對於使用者能否提升工作效益、提升肢體協調以及增加體育課的有趣度做過研究。然而針對體感遊戲機做消費者行為調查的研究卻相當罕見，因此本研究提出結合沉浸經驗、網路外部性、計畫行為理論與使用者滿意度做為體感遊戲的消費行為的研究架構。 本研究共發放400份問卷，有效問卷共314份，有效問卷率79%。以SEM(structural equation modeling)進行6個假設驗證。結果顯示主觀規範與網路外部性並無顯著影響態度與行為意圖之外，其餘均成立。網路外部性並無顯著影響態度的原因可能是目前體感遊戲機的網路連線技術不成熟及使用者多半與家人同樂所致；而主觀規範並無顯著影響行為意圖可能是因為體感遊戲機的單價較高，使得消費者在短時間內的購買意願並不會受到他人的影響而做出決定。
After Nintendo launched the Wii in America and Japan in 2006, it defeated Xbox360 and play station three (PS3) by its innovative somatosensory. However, in 2010 the institute for information industry (III) indicated that market of somatosensory will lose steam in 2011 because the selling volume of the smartphone and the tablet personal computer is high. Therefore, improving the selling volume of Somatosensory is important. Cummings and Duncan1 and Manley and Whitaker2 have explored whether the somatosensory can upgrade the users’ working efficiency, co-ordination and the interest of physical education, but the study about the consumer behavior is lacked. Therefore, we present a model based on flow experience, network externality, the theory of planned behavior (TPB) and consumer’s satisfaction to analysis the consumer behavior of Somatosensory. 400 surveys were distributed, and 314 surveys were valid. This yielded a valid response rate of nearly 79 percent. We adopted SEM to test six different hypothesizes. The results indicates the link between subjective norm and network externality have no significant effects on attitude and intention, but other hypothesizes are significant. The possible reason why network externality has no significant effect on attitude is that the internet connectivity technology of somatosensory is not good enough, and most people play the games with their family. The high price of somatosensory may cause the link between subjective norm and intention to be not significant; therefore, consumers’ purchase intentions and decisions won’t be influenced by others.
期刊論文
1.李有仁、張書勳、林俊成(20110100)。影音分享網站使用者意圖之研究。資訊管理學報，18(1)，53-75。new window  延伸查詢new window
2.Wixom,H. B.、Todd, A. P.(2005)。A Theoretical Integration of Satisfaction and Technology Acceptance。Information System Research，16(1)，85-102。  new window
3.Wu, J. H.、Wang, Y. M.(2006)。Measuring KMS Success: An Attempt to Extend and Respecify DeLone and McLean's Model。Information & Management，43(6)，728-739。  new window
4.Shin, D. H.、Kim, W. Y.(2008)。Applying the Technology Acceptance Model and Flow Theory to Cyworld User Behavior: Implication of the Web2.0 User Acceptance。CyberPsychology & Behavior，11(3)，378-382。  new window
5.DeLone, W. H.、McLean, E. R.(2003)。The DeLond and McLean Model of Information System Success: A Ten-Year Update。Journal of management Information Systems，19(4)，9-305。  new window
6.Ajzen, Icek(1991)。The Theory of Planned Behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
7.Hartwick, John、Barki, Henri(1994)。Explaining the role of user participation in information system use。Management Science，40(4)，440-465。  new window
8.Taylor, Shirley、Todd, Peter A.(1995)。Understanding information technology usage: A test of competing models。Information Systems Research，6(2)，144-176。  new window
9.Csikszentmihalyi, Mihály、LeFevre, Judith(1989)。Optimal experience in work and Leisure。Journal of Personality and Social Psychology，56(5)，815-822。  new window
10.Goodhue, Dale L.、Thompson, Ronald L.(1995)。Task-Technology Fit and Individual Performance。MIS Quarterly，19(2)，213-236。  new window
11.Venkatesh, Viswanath、Morris, Michael G.、Davis, Gordon B.、Davis, Fred D.(2003)。User Acceptance of Information Technology: Toward a Unified View。Management Information Systems Quarterly，27(3)，425-478。  new window
12.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
13.林心慧、曾琬婷(20080900)。顧客觀點之線上旅遊系統成功模式：整合理性層級理論與心流理論。電子商務學報，10(3)，689-714。new window  延伸查詢new window
14.Katz, Michael L.、Shapiro, Carl(1985)。Network Externalities, Competition, and Compatibility。The American Economic Review，75(3)，424-440。  new window
15.Ajzen, Icek、Driver, B. L.(1992)。Application of the Theory of Planned Behavior to Leisure Choice。Journal of Leisure Research，24(3)，207-224。  new window
16.Lee, Ming-Chi(2009)。Factors Influencing The Adoption of Internet Banking: An Integration of TAM and TPB with Perceived Risk and Perceived Benefit。Electronic Commerce Research and Applications，8(3)，130-141。  new window
17.Lu, Yaobin、Zhou, Tao、Wang, Bin(2009)。Exploring Chinese users' acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory。Computers in Human Behavior，25(1)，29-39。  new window
18.Ajzen, Icek、Madden, Thomas J.(1986)。Prediction of Goal-directed Behavior: Attitudes, Intentions, and Perceived Behavioral Control。Journal of Experimental Social Psychology，22(5)，453-474。  new window
19.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
20.Zhou, Tao、Lu, Yaobin(2011)。Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience。Computers in Human Behavior，27(2)，883-889。  new window
21.Cummings J.、Duncan E.(2010)。Changes in Affect and Future Exercise Intentions as a Result of Exposure to a Regular Exercise Programme Using the Wii Fit。The British Psychological Society，6(2)。  new window
22.Stone T.H.、I.M. Jawahar、Kisamore J.L.(2010)。Predicting Academic Misconduct Intentions and Behavior Using the Theory of Planned Behavior and Personality。Basic and Applied Social Psychology，32(1)，35-45。  new window
23.Lin C.P.、Tsai Y.H.、Wang.Y.J.、Chiu C.K.(2010)。Modeling IT Relationship Quality and its Determinants: A Potential Perspective of Network Externalities in e-Service。Technological Forecasting & Social Change，78(1)，171-184。  new window
24.Manley, A.、Whitaker, L.(2011)。Wii-leaming: Using Active Video Games to Enhance the Learning Experience of Undergraduate Sport Psychology Students。The British Psychological Society，7(2)。  new window
25.Melone, N.(1990)。A Theoretical Assessment of he User-Satisfaction Construct in Information Systems Research。Management Science，36(1)，76-91。  new window
26.Katherine, M. et al.(2008)。Testing an Extended Theory of Planned Behavior to Predict Young People’s Sun Safety in a High Risk Area。British Journal of Health Psychology，13，435-448。  new window
學位論文
1.李朝瑞(2010)。影響線上遊戲玩家參與遊戲意願之因素探討。東華大學。  延伸查詢new window
圖書
1.Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Predicting Social Behavior。Englewood Cliffs, New Jersey：Prentice-Hall。  new window
2.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
3.Ajzen, Icek(1988)。Attitudes, Personality, and Behavior。Milton Keynes, England：Open University Press。  new window
4.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
5.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
6.Csikszentmihalyi, M.(1975)。Beyond Boredom an Anxiety。San Francisco。  new window
其他
1.Csikszentmihalyi, Mihaly(1992)。Flow: The Psychology of Optimal Experience. New York, NY:。  new window
2.許桂芬(民98)。家用遊戲機發展分析，http://mic.iii.org.tw/aisp/。  延伸查詢new window
3.曾維貞，許桂芬(民98)。多媒體產品與應用發國勢，http://mic.iii.org.tw/aisp/。  延伸查詢new window
4.Ajzen, I.(2001)。Behavioral Interventions Based on the Theory of Planned Behavior。  new window
圖書論文
1.Csikszentmihalyi, Mihaly、Csikszentmihalyi, Isabella(1988)。[Optimal experience: Psychological studies of flow in consciousness] Introduction to part IV。Optimal experience: Psychological studies of flow in consciousness。Cambridge University Press。  new window
 
 
 
 
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