以整合型科技接受模式探討擴增實境資訊站導入西門町商圈推廣之研究

An Exploration of Augmented Reality Kiosk in Ximending Business District Promotion based on the UTAUT Model

王燕超(Yen-Chao Wang)；白璧珍(Pi-Chen Pai)；劉奕霆(Yi-Ting Liu)

整合型科技接受模式 ； 擴增實境 ； 商圈意象 ； UTAUT ； Augmented Reality ； Business District image

中華印刷科技年報

2014（2014 / 04 / 01）

316 - 330

繁體中文

商圈服務的創新推廣，是確保商圈活絡發展之必要條件。台北市西門町商圈是國內非常著名之傳統商圈，然而隨著都市的發展與變遷，傳統商圈也面臨營運的挑戰，本研究結合了西門徒步區街區發展促進會並透過產業合作，建置了一套具擴增實境功能之資訊站引進西門町商圈，供參觀民眾使用，再以整合型科技接受模式作為基礎理論，對使用擴增實境資訊站之使用者進行調查，分析使用者的接受狀況。基於前述需要，研究方法採問卷調查，針對本資訊站的使用者作為研究對象，總樣本數為318人，有效樣本數為299人。研究結果發現：（1）在整合型科技接受模式之中績效期望、社會影響、商圈意象對擴增實境資訊站使用者的行為意願有顯著正向影響。（2）根據研究架構，在性別不同的情形下績效期望對行為意願之影響會發揮干擾效果，男性使用擴增實境資訊站的意願比女性高。（3）根據研究架構，在年齡層不同的情形下績效期望、社會影響、配合條件及商圈意象對行為意願之影響皆會發揮干擾效果，其中18歲以下與31-55歲之使用者對於資訊站之使用意願高於19-30歲的使用者，而30歲以下與31-55歲的使用者也因為對商圈意象之差異產生不同之行為意願。本文期望研究結果可供後續研究及開發者參考。

Business district services to promote innovation is to ensure that the necessary conditions for the development of active business district. Taipei Ximending business district is very famous in Taiwan, but with the city development and change, the traditional business model is also facing the challenge, this study integrates Ximen Walking Areas Development Association through industrial cooperation, would have Kiosk with augmented reality system for visiting people to use, based on the UTAUT model, the use of augmented reality kiosk users to survey and analyze the user's acceptance condition. Based on the foregoing requirements, the study methods questionnaire survey for users of the kiosk as the research object, with a total sample size of 318, the effective sample size was 299. The results showed that: (1) In UTAUT's model, performance expectations, social impact, district image amplified reality kiosks user behavior will have a significant positive impact. (2) According to the research model, performance expectations of the intention behavior will play the interference effect in different gender, the wishes of men to use augmented reality kiosk are more higher than women. (3) According to the research model, in the case of different ages, performance expectations, social impact, district image with the conditions of behavior will play an interference effect, the wishes of user's whom under 18 years old and 31-55 years old to use augmented reality kiosk are more higher than 19-30 years old. Users under 30 years old and 31-55 years old are also have different behavior intention because business district image. Hopefully, the results might provide future research and development of reference.

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