知覺玩興對戶外行動收視接受度之影響

The Impact of Perceived Playfulness on the Acceptance of Mobile Digital TV

10.29698/FJMR.200705.0006

胡婉玲(Anne Wan-Ling Hu)

行動數位電視 ； 知覺玩興 ； 享樂性 ； 好奇性 ； 專注性 ； mobile digital TV ； perceived playfulness ； enjoyment ； curiosity ； concentration

輔仁管理評論

14卷2期（2007 / 05 / 01）

113 - 132

繁體中文

閱聽電視乃熱門現代休閒活動，二十一世紀因傳播數位化使得閱聽人得以戶外行動收視，其中尤以閱聽人邊開車邊閱聽電視行為乃實務界與學術界皆關心的課題。本研究目的在探究駕駛人行動收視之知覺玩興，包括享樂性、好奇性與專注性對其接受行動收視的情感、意圖與行為之態度階層效果。本研究採區域配額抽樣，針對台灣地區前座裝置行動數位電視機(MDTV)之駕駛人進行調查，並經線性結構方程式分析兩種路徑模式，發現駕駛人行動收視MDTV產生之知覺玩興，對受測者的情感、使用意圖具正向顯著關係；然其所感受之享樂性、好奇性與專注性程度與方向性並不一致，其中以享樂性對駕駛人的情感影響最強、好奇性次之，而專注性則呈負向顯著。此實證結果亦解釋了駕駛人同時進行開車與閱聽電視動作，會以開車為優先，行動收視則處於不專注、不連續性狀態。

Watching television remains a popular leisure activity. The digitalization of broadcasting in the 21st Century has given rise to the development of mobile television. The issue of watching television while on the move has become both a practical and academic subject. The aim of this study is to research how a driver's perceived enjoyment, curiosity and concentration impact the cognition- affect- behavior steps in the hierarchical effects in his decision to watch television. This study uses regional quota sampling techniques to evaluate the results from questionnaires completed by the drivers of vehicles installed with mobile digital TV sets in the front. SEM analysis reveals that enjoyment has the strongest influence on a driver's state of playfulness, followed by curiosity, with concentration showing least impact, proving that drivers do not watch MDTV consistently while on the move. The affects the three variables have on the hierarchy of effects, from affection to intention to use, show a progressively declining impact, indicating that despite drivers’ high evaluation of the new MDTV technology, a number of variables interfere with the actual use, decreasing the likelihood of them watching. These results explain that drivers do not watch television in a concentrated manner. This conforms with Maslow's Need Hierarchical Theory: people give priority to the basic needs of maintaining safety, therefore will only watch television when they are aware of no risks to their safety.

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