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研究生： 卓翰
PRE, Pierre
論文名稱： THE INFLUENCE OF CONTROL, JOY, CURIOSITY & CHALLENGE ON THE VIRTUAL REALITY SELF-ABSORPTION & SELF-PRESENCE
THE INFLUENCE OF CONTROL, JOY, CURIOSITY & CHALLENGE ON THE VIRTUAL REALITY SELF-ABSORPTION & SELF-PRESENCE
指導教授： 陳正忠
Chen, Jeng-Chung （Victor）
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 73
外文關鍵詞： Virtual Reality, Video games, Flow Theory, Cognitive Absorption, Hedonic-motivation system adoption model (HMSAM), Control, Joy, Curiosity, Challenge, Self-Absorption, Self-Presence
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    • The purpose of this study is to highlight the benefits of the recent Virtual Reality technology. This technology has for goal to increase the overall gaming experience, bringing it to a whole new dimension. The reason for my research is then to find the reasons which could bring to a critical but also commercial success. This paper then focuses on developing the relationship between the control, joy, curiosity, challenge, self-absorption and self-presence. The Hedonic-motivation system adoption model (HMSAM) as the Cognitive Absorption model and the Flow Theory are employed, extended and adapted to the Virtual Reality technology. The experimental study is then conducted on the National Cheng Kung University campus as well as other places in Taiwan and the 166 data collected are analyzed using SPSS statistical software. Finally, the different variables relationships are found to be relevant and supported, demonstrating the importance of this new technology for the whole video game industry.

    Keywords: Virtual Reality, Video games, Flow Theory, Cognitive Absorption, Hedonic-motivation system adoption model (HMSAM), Control, Joy, Curiosity, Challenge, Self-Absorption, Self-Presence.

    TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.1.1 Video Game Industry. 1 1.1.2 Virtual Reality Technology. 4 1.2 Research Objectives and Contribution. 8 1.3 Research Procedures and Scope of Study. 9 1.4 Research Procedure. 9 CHAPTER TWO LITERATURE REVIEW 11 2.1 Theoretical Background. 11 2.1.1 Cognitive Absorption / Flow Theory. 11 2.1.2 Control. 15 2.1.3 Joy. 16 2.1.4 Curiosity. 16 2.1.5 Challenge. 17 2.1.6 Self-Absorption. 18 2.1.7 Self Presence. 19 2.2 Hypothesis Development. 20 2.2.1 Control toward Joy. 20 2.2.2 Control toward Curiosity. 21 2.2.3 Control toward Challenge. 22 2.2.4 Control toward Self-Absorption & Self-Presence. 22 2.2.5 Joy toward Self Absorption & Self Presence. 25 2.2.6 Curiosity toward Self Absorption & Self Presence. 26 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 30 3.1 Research Background & Motivation. 30 3.2 Definition of Variables. 31 3.3 Summary of Hypothesis. 31 3.4 Research Design and Methodology. 32 3.5 Stimuli Development. 33 3.6 Manipulation Check. 34 3.7 Experimental Procedure. 34 3.8 Construct Measurement. 37 3.8.1 Joy. 37 3.8.2 Curiosity. 37 3.8.3 Challenge. 38 3.8.4 Self-absorption. 38 3.8.5 Self-presence. 38 3.9 Control Variables. 39 3.9.1 Personal Information. 39 3.9.2 Product Knowledge. 40 3.9.3 Video Game Skills. 40 3.10 Data Analysis Procedure. 40 3.10.1 Descriptive Statistical Analysis. 40 3.10.2 Factor Analysis. 41 3.10.3 Reliability Test. 41 3.10.4 Multivariate Analysis of Covariance (MANCOVA). 41 3.10.5 Regression Analysis 41 CHAPTER FOUR RESEARCH RESULTS AND FINDINGS 42 4.1 Data Collection. 42 4.2 Characteristic of the Respondents. 42 4.3 Descriptive Statistical Analysis. 43 4.4 Factor Analysis and Reliability Test. 47 4.5 Manipulation Check in Main Experiment. 50 4.6 Hypothesis Testing. 50 4.7 Regression Analysis. 55 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 58 5.1 Research Discussion and Implications. 58 5.1.1 Research Discussion. 58 5.1.2 Theoretical Implications. 60 5.2 Research Limitation and Suggestion for Future Research. 61 REFERENCES 63 APPENDIX 68 Appendix A: The questionnaire items of Product Knowledge 68 Appendix B: The questionnaire items of Video Game Skills 68 Appendix C: The questionnaire items of Product Presentation 68 Appendix D: The questionnaire items of Control 68 Appendix E: The questionnaire items of Joy 69 Appendix F: The questionnaire items of Curiosity 69 Appendix G: The questionnaire items of Challenge 69 Appendix H: The questionnaire items of Self-Absorption 69 Appendix I: The questionnaire items of Self-Presence 69 Appendix J: The questionnaire items of Perceived Ease of Use 70 Appendix K: The questionnaire items of Perceived Usefulness 70 Appendix L: The questionnaire items of Behavioral Intention to Use 70 Appendix M: Pictures of some participants 70   LIST OF TABLES Table 1-1 Virtual Reality Global Market Size by Platform 6 Table 1-2 Scope of the Study 9 Table 3-1 Variables and Definitions 31 Table 4-1 Characteristics of Respondents 43 Table 4-2 Descriptive Analysis for Product Knowledge Questionnaire Items 44 Table 4-3 Descriptive Analysis for Video Game Skill Questionnaire Items 44 Table 4-4 Descriptive Analysis for Product Presentation Questionnaire Items 44 Table 4-5 Descriptive Analysis for Control Questionnaire Items 45 Table 4-6 Descriptive Analysis for Joy Questionnaire Items 45 Table 4-7 Descriptive Analysis for Curiosity Questionnaire Items 45 Table 4-8 Descriptive Analysis for Challenge Questionnaire Items 46 Table 4-9 Descriptive Analysis for Self-Absorption Questionnaire Items 46 Table 4-10 46 Table 4-11 The Result of Factor Analysis and Reliability Test 48 Table 4-12 Manipulation Check for Control 50 Table 4-13 The Tukey Multiple Comparison 51 Table 4-14 The Multivariate Analysis of Covariance (MANCOVA) Result 51 Table 4-15 The Post Hoc Test Result 53 Table 4-16 The Regression Analysis of Demographics and Independent Variables toward Self-Absorption 55 Table 4-17 The Regression Analysis of Demographics and Independent Variables toward Self-Presence 56 Table 5-1 The Summary of Hypotheses 58 LIST OF FIGURES Figure 1-1. Games market revenue worldwide in 2015, 2016 and 2018, by segment and screen (in billion U.S. dollars) 2 Figure 1-2. Virtual reality industry report 2016 5 Figure 2-1. A gamer experiencing the Virtual Reality technology 19 Figure 2-2. Immersion model of Brown and Cairns. 23 Figure 3-1. Proposed research model 30 Figure 3-2. Samsung Gear VR headset 2016 version. 35 Figure 3-3. In Cell VR game 36

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