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研究生：	許育誠 Hsu, Yu-Chen
論文名稱：	手機體感遊戲使用者之科技接受度分析 User Acceptance of Mobile Sensing Game Technology
指導教授：	陳淑惠 Chen, Shu-Hui
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系碩士在職專班 Department of Business Administration (on the job class)
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	68
中文關鍵詞：	體感控制器、手機體感遊戲、知覺有趣、流暢體驗、科技接受模式
外文關鍵詞：	Motion Sensing Games, TAM, Motion Controller, Flow Experience, Perceived Enjoyment
相關次數：	點閱：107 下載：9
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本研究嘗試透過實證研究，了解消費者對手機體感遊戲的科技接受度及影響其科技接受度的因素。
從過去數十年間的文獻中，得知TAM (Technology Acceptance Model, Davis, 1986)已被廣泛地應用在測試消費者對創新產品的接受度研究上，因此，TAM提供了研究者一個簡潔並且合乎具體理論的研究架構，但TAM仍有其限制，僅侷限於認知當消費者面對科技接受度的解釋，並無針對情感因素做進一步的討論。為了能更全面性地了解影響消費者科技接受度的因素，本研究採用多位學者的建議(Davis et al., 1989; Jo, Beak, & Ryu, 2001)，加入知覺有趣(Perceived Enjoyment)來整合情感面的觀點。另外，學者 Hsu and Lu(2004)的研究也發現流暢體驗越高的消費者對創新性產品的接受度越高。因此，本研究整合了TAM、知覺有趣、沉浸體驗(Flow
Experience)的觀點來探討消費者對於手機體感遊戲的科技接受度。透過網路及紙本問卷來進行調查，而考量到樣本數目及實際使用經驗，我們採用紙本回收者來進行研究分析。因紙本回收者在進行手機體感遊戲後填寫問卷，具有較高的研究效度。
經過SEM 實證分析後發現：知覺易用性、知覺有趣以及沉浸體驗對於使用者的使用態度有正面的影響，而其使用態度也會影響使用者最終的採用意圖，另外，知覺易用性對於使用態度的影響並不明顯。最後，本研究也針對體感遊戲手機 (Motion Sensor Gaming Phone)的產品開發與市場行銷人員提供建議。

This research intends to examine uer technology acceptance status toward the newest entertainment technology: Mobile sensing game.
TAM theory (Davis, 1986) has been broadly cited for providing the parsimonious and theoretically results in past few decades. As the TAM theory stands alone from the point of cognition, recent studies suggest that affection factors should be integrated to deep in the explanation of technology acceptance; as a result, the perceived enjoyment (Davis et al., 1989; Jo, Beak, & Ryu, 2001) is adopted. Furthermore, prior studies found there was a positive relationship between flow experience and attitude (Hsu and Lu, 2004). Therefore, this research combined all above mentioned factors to examine user technology acceptance toward mobile sensing game. Data were collected through face-to-face interview and web-based questionnaire, and concerning to the numbers and validity, we choose the face-to-face group to carry on the following analysis. Because this group were asked to do the survey after playing mobile sensing game
The SEM results suggested that perceived ease of use, perceived enjoyment and flow experience were significantly impacted individual’s attitude toward adoption while perceived usefulness was proved not significantly impacted attitude toward adoption in this study. The findings also suggested positive relationship between attitude toward adoption and behavior intention to use as TAM stated. In addition, this research provides several suggestions to practitioners who are interested in the management of motion sensor gaming phone development.

ABSTRACT............................................................................................Ⅱ
TABLE OF CONTENTS ......................................................................Ⅴ
LIST OF TABLES.................................................................................Ⅸ
LIST OF FIGURES...............................................................................Ⅹ
CHAPTER 1 INTRODUCTION ................................................... 1
1 Research Background and Motivation ............................................................ 1
2 Research Objectives ........................................................................................ 3
3 Research Structure........................................................................................... 4
4 Research Procedure ......................................................................................... 5
CHAPTER 2 LITERATIRE REVIEW AND HYPOTHESIS
DEVELOPMENT ...........................................................6
1 The Technology Acceptance Model (TAM) ................................................... 6
2 Flow Experience .............................................................................................. 7
2.1 What is flow? ..................................................................................... 7
2.2 Flow and games............................................................................... 10
3 Perceived Enjoyment ..................................................................................... 10
4 The Motion Sensor Technology .................................................................... 12
4.1 MEMS.............................................................................................. 12
4.2 iPhone 3G........................................................................................ 12
4.3 LG KF750 Secret ............................................................................. 14
5 Development of Research Hypothesis........................................................... 14
5.1 Perceived Usefulness....................................................................... 14
5.2 Perceived Ease of Use ..................................................................... 15
5.3 Flow Experience .............................................................................. 15
5.4 Perceived Enjoyment ....................................................................... 16
5.5 Attitude and Intention ...................................................................... 17
CHAPTER 3 RESEARCH MODEL AND MEASUREMENT
DEVELOPMENT.......................................................18
1 Research Model ............................................................................................. 18
2 Research Hypotheses ..................................................................................... 19
3 Variable Definitions ...................................................................................... 19
4 Construct Measurement ................................................................................. 20
4.1 Dimension of Perceived Usefulness ................................................ 21
4.2 Dimension of Perceived Ease of Use............................................... 21
4.3 Dimension of Flow Experience........................................................ 22
4.4 Dimension of Perceived Enjoyment................................................. 22
4.5 Dimension of Attitude toward Adoption .......................................... 23
4.6 Dimension of Behavior Intention to Use ......................................... 24
5 Sampling Plan................................................................................................ 24
6 Data Analysis Procedure and Methods.......................................................... 25
6.1 Descriptive Statistics Analysis......................................................... 25
6.2 Sample source (t-Test) ..................................................................... 26
6.3 Purification and Reliability of the Measurement Variables............ 26
6.4 Relationships among Research Variables ....................................... 27
7 Pilot Test........................................................................................................ 28
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS.............. 29
1 Data Collection.............................................................................................. 29
2 Descriptive Statistics ..................................................................................... 29
2.1 Characteristics of Respondents ....................................................... 29
2.2 Respondent’s Comment on Motion Sensor Gaming Phone............. 30
3 Measurement Results for Research Variables ............................................... 32
4 t-Test .............................................................................................................. 34
5 Confirmatory Factor Analysis: Construct Validity and Reliability................ 35
6 Correlation Analysis ...................................................................................... 38
7 Discriminant validity ..................................................................................... 38
8 Structural Equation Model (SEM)................................................................. 39
8.1 SEM and Hypotheses Results .......................................................... 40
8.2 Compare SEM Analysis Results of Two Different Models .............. 42
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS................. 45
1 Research Conclusions.................................................................................... 45
2 Managerial Implications ................................................................................ 48
3 Research Limitations and Future Research ................................................... 50
REFERENCES...................................................................................... 51
Appendix A ............................................................................. 56
Appendix B ........................................................................................57
Appendix C ............................................................................. 58
Appendix D ............................................................................. 59
Appendix E ............................................................................. 60
Appendix F ............................................................................. 61
Appendix G ............................................................................ 62
                                    

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校內：2014-08-17公開
校外：2014-08-17公開

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