本研究探討360度環景技術(360-degree panoramas)對使用者旅遊目的地訪問意圖及持續使用該應用程式之影響。研究以刺激-有機體-反應模型（Stimulus-Organism-Response model, SOR）、可供性理論及期望確認模型（expectation confirmation model, ECM）為基礎，以阿里山國家公園導入360度全景影像為個案，探討其對使用者心流狀態與滿意度的影響。研究方法採用通過驗證性因素分析（CFA）和結構方程模型（SEM）進行資料分析，研究結果發現360度環景技術(系統)之視覺真實性、強調效果、第一人稱視角及生動性等特徵，能顯著提升使用者的心流狀態，進而增加其滿意度與行為意願。尤為重要的是，本研究確認了心流經驗在科技可供性和使用者滿意度之間的關鍵中介作用，為理解沉浸式科技影響使用者行為的機制提供了新的見解。此外，本研究還發現性別、年齡和先前經驗對使用者意圖存在顯著的調節效應，例如，女性使用者參與度較低，而年長使用者更傾向於實際造訪和持續使用應用程式。本研究成果可供開發者和旅遊地區行銷人員設計更有效的虛擬旅遊體驗提供了寶貴的參考依據，例如，可以通過融入自我控制功能、優化心流維度以及針對不同使用者族群的需求差異進行客製化設計。本研究不僅豐富了沉浸式科技領域的學術文獻，更為推動虛擬旅遊體驗的發展提供了重要的實務指導。

This study investigates the impact of 360-degree panoramas on users' intentions to visit tourist destinations and their continued usage of the application. Guided by the Stimulus-Organism-Response (SOR) model, affordance, and expectation confirmation model (ECM), we explored the case of 360-degree panoramas applied at Ali-mountain national park by the tourism bureau and their influences on users' flow state and satisfaction. By conducting CFA and SEM methods, features of 360-degree visual authenticity, emphasis, first-person perspectives, and vividness were found to significantly enhance users' flow state, increasing satisfaction and behavioral intentions. Our findings reveal that the flow experience mediates the relationship between technology affordances and user satisfaction. Significant gender differences, age, and the influence of prior experience on users' intentions were noted. Females showed lower engagement compared to males amongst the sampling subjects, senior users incline intentions to visit and continue to use app. Moreover, experienced users exhibited diminished intentions to visit the destinations and app usage. These insights offer practical implications for developers and destination marketers to design virtual tour experiences by incorporating self-control features, optimizing flow dimensions, and addressing the needs of different user demographics. This research contributes to the literature on immersive technologies.

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