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研究生： 劉家明
Liu, Chia-Ming
論文名稱： 消費者採用情境互動式跑步機意圖之研究
The Study of Consumer Intention of Adopting the Situation Interactive Treadmill
指導教授： 陳淑惠
Chen, Sue
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2008
畢業學年度： 96
語文別： 中文
論文頁數： 88
中文關鍵詞： 知覺風險 、消費者科技接受模式 、情境互動式跑步機
外文關鍵詞： Perceived Risk, PAD, Technology Acceptance Model
相關次數： 點閱：126  下載：4 
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    • 「情境互動式跑步機（Situation Interactive Treadmill）」是指是指透過跑步機內的控制系統與電腦系統相結合，將跑步機的驅轉速度、方向輸出轉速及方向感測訊號傳輸至電腦系統，該電腦系統再將轉速與方向感測訊號反應於該虛擬互動的軟體或遊戲當中，使軟體或遊戲中代表使用者的虛擬主角改變其速度與方向，讓使用者透過跑步機與該電腦系統的虛擬互動軟體或遊戲產生互動。由CHC於2004年所開發出的「情境式虛擬教練跑步機」即由情境互動式跑步機概念發展而來，希望能提升跑者在使用跑步機時的樂趣與效果。
    本研究針對探討消費者採用情境互動式跑步機行為研究，以科技接受模式為基礎，並考慮情境互動式跑步機之特性，加上「情感面」與「知覺風險」兩構面，建構更適合解釋情境互動式跑步機行為的研究模式，藉以瞭解影響消費者採用情境互動式跑步機的因素。結果顯示，本研究模式的迴歸檢定均顯著且假設均獲得支持，顯示本研究模式可用於瞭解消費者採用情境互動式跑步機之行為。
    研究結果顯示，本研究模型對於情境互動式跑步機採用行為具有良好之解釋、預測能力，應可適用於一般運動器材採用行為之研究。「知覺風險」確實影響了消費者採用態度與行為意圖，故廠商須盡量降低創新產品可能帶來的潛在風險，以有效改善消費者對創新產品的採用態度與意圖。情感面因素確實會影響消費者對創新產品的採用態度，故建議廠商能增加遊戲或玩家連線功能使其愉悅感更進一步提升，相信對於消費者的採用態度與行為意圖有正面幫助。

    Situation Interactive Treadmill can not only provide comfortable and healthful scenarios with fans, moist spray, ion and aromatherapy, but also have Varied Database of famous scenery or bike trails around Taiwan. Moreover, in order to let runners train themselves more efficient and enjoy this treadmill, it provides VR-coach training mode and wireless internet access or Movie.
    By including the two constructs, “perceived risk” and “affect factors”, on the basis of Technology Acceptance Model (TAM), the study develops a model to explore consumers’ behavior of adopting Situation Interactive Treadmil, aims to advance the ability to explain variance and further predict consumers’ behavior more precisely. After taking the two constructs into consideration, the model has more advanced ability to explain variance. These show that the model of the study can be used to understand consumers’ behavior of adopting Situation Interactive Treadmill.
    The result shows that the hypotheses of this study were supported. “perceived risk” has effects on “attitude” and has positive relation with “behavior intention”. So, in order to improve consumers’ attitudes toward adopting Situation Interactive Treadmill, firms might try hard to dismiss the potential risk of the treadmill.
    And affect factors really influence the consumers’ attitudes toward adopting Situation Interactive Treadmill, firms can provide games to let users like this machine much more.

    第一章 緒論.......................................... 1 第一節 研究背景...................................... 1 第二節 研究動機...................................... 2 第三節 研究目的...................................... 4 第四節 研究範圍...................................... 5 第五節 研究流程...................................... 6 第二章 文獻探討...................................... 7 第一節 情境互動式跑步機之探討.........................7 第二節 創新採用與行為意圖模式........................12 第三章 研究方法......................................25 第一節 研究架構......................................25 第二節 研究假設......................................27 第三節 變數操作型定義與衡量..........................34 第四節 研究設計......................................40 第五節 資料分析方法..................................41 第六節 問卷前測與量表純化............................44 第四章 研究結果分析與討論............................45 第一節 研究樣本描述..................................45 第二節 信度與效度分析................................47 第三節 研究變數之敘述性統計與相關分析................54 第四節 研究構面之多元迴歸分析........................56 第五章 結論與建議....................................67 第一節 研究結論......................................67 第二節 理論與實務意涵................................69 參考文獻.............................................74 附錄：本研究之問卷...................................81 表目錄 表2- 1 2005 年、2010年健身器材區域市場規模...........11 表3- 1 知覺有用性之衡量 .............................35 表3- 2 知覺易用性之衡量 .............................35 表3- 3 知覺相對優勢之衡量............................36 表3- 4 愉悅之衡量....................................37 表3- 5 激發之衡量....................................37 表3- 6 支配之衡量....................................38 表3- 7 知覺風險之衡量................................39 表3- 8 採用態度之衡量................................40 表3- 9 行為意圖之衡量................................40 表3- 10 不同構面及研究設計特質的CRONBACH'S Α值.......42 表3- 11 迴歸分析衡量指標.............................43 表3- 12 前測之信度分析...............................44 表4- 1 樣本結構分析表................................46 表4- 2 本研究各變數信度分析表........................48 表 4-3 知覺風險之因素結構分析表......................49 表 4-4 知覺有用性之因素結構分析表....................50 表 4-5 知覺易用性之因素結構分析表....................50 表 4-6 知覺相對優勢之因素結構分析表..................51 表4-7 激發之因素結構分析表...........................51 表4-8 支配之因素結構分析表...........................52 表4-9 愉悅之因素結構分析表...........................53 表4-10 採用態度之因素結構分析表......................53 表4-11 行為意圖之因素結構分析表......................54 表4-12 研究變數之敘述統計分析表......................55 表4-13 研究變數之相關係數分析表......................55 表4-14 區別效度分析表................................56 表4-15 採用態度對行為意圖之影響......................58 表4-16 認知面對採用態度之影響........................60 表4-17知覺易用性對知覺有用性之迴歸分析表.............61 表4-18 情感面對採用態度之影響........................62 表4-19認知面對行為意圖之影響.........................63 表4-20情感面對行為意圖之影響.........................63 表4-21採用態度之中介檢定(1) .........................65 表4-22採用態度之中介檢定(2) .........................66 表5- 1 研究假設檢定結果彙整表........................67 圖目錄 圖2- 1 THEORY OF REASONED ACTION, TRA................16 圖2- 2 TECHNOLOGY ACCEPTANCE MODEL, TAM..............18 圖3- 1本研究架構.....................................27 圖4- 1本研究構面之多元迴歸實證架構圖.................57

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