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題名:高齡者體驗虛擬實境休閒活動之價值與行為意圖之研究
作者:鄭美圓
作者(外文):JENG, MEI-YUAN
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:葉子明
學位類別:博士
出版日期:2015
主題關鍵詞:虛擬實境休閒活動 方法-目的鏈 階梯訪談法 體驗知覺價值virtual reality entertainment activity, means-end chain, laddering interview, cognitive perceived value
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本研究結合質性與量化兩種研究方法,探討高齡者體驗虛擬實境休閒活動之價值與行為意圖,研究的目的旨在利用方法-目的鏈和階梯訪談技術建構出價值階層價值圖,以了解高齡者整個體驗決策過程,並透過量化研究,擬出高齡者體驗虛擬實境活動之行為意圖模式,最後分析體驗知覺價值在高齡者參與虛擬實境活動之行為意圖模式中所扮演之角色。首先針對20名受訪者做深入訪談,經內容分析與價值階層分析結果得出,高齡者對Wii這種虛擬休閒活動最重視之屬性為具有趣味性、安全性與簡單方便性,最重視之結果利益為放鬆心情、身體更健康以及親身體驗,最重視之價值為美好回憶、社會歸屬感、提高生活品質。研究重大發現,不同的高齡者對虛擬休閒活動屬性認知,結果會有所不同,但有一個強大的最終價值就是「美好回憶」。這發現可提供有關單位一個潛在的定位機會;再以訪談資料為基礎發展出的量表針對350位高齡者以結構式問卷方式收集資料,資料分析結果發現不論屬性對結果,屬性、結果對價值,價值對購買意圖、持續參與意圖,以及持續參與意圖對購買意圖皆達顯著正向關係,此結果將有助於業者或有關單位了解高齡者對虛擬實境休閒活動的需求和期望,透過活動融入高齡者生活方式的設計概念,幫助高齡者順利達成健康快樂的高齡生活。
Our study combined both qualitative and quantitative research methods to discuss the perceived value and behavior intention patterns among elderly people experiencing virtual reality activities. The goal of our research was to construct a hierarchical value map using means-end chain and laddering interview techniques to understand the entire process. Through quantitative research, we simulated the behavior intention patterns of elderly people experiencing virtual reality activities, and finally analyzed the role perceived value played in the behavior intention patterns of elderly people. First, in-depth interviews were conducted with 20 interviewees; the results of a content analysis and value hierarchy analysis revealed the following: the attributes which are most important to elderly people are: entertainment, safety, and convenience; the benefits which elderly people consider to be most important are: a relaxed mind, a healthier body, and personal experience; the values which are most important to elderly people are: happy memories, social cohesion, and improved quality of life. The results showed that the cognition of virtual entertainment activity attributes can vary among elderly people, however the strongest value is “happy memories”; this finding can provide a potential positioning opportunity for practitioners and related units. A scale developed based on interview data was used to collect information from 350 elderly people using structured questionnaires. The results showed that attribute versus results, attributes and results versus value, value versus intention of purchase and continuing participation, together with continuing participation versus intention of purchase, all have significant positive relationships. Research results can help practitioners and related units to understand elderly people’s needs and expectations regarding virtual reality entertainment activities; moreover, they can help relevant practitioners to integrate these kinds of activities into elderly people’s lifestyle, to help them live happy and healthy lives.
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