大型動感模擬遊戲機之市場區隔與消費者接受意願之研究

Abstract

虛擬實境技術一向被視為具有龐大發展與應用潛力，其以電腦高速運算為發展平台，整合三度空間電腦繪圖、立體音效與相關技術等的綜合應用，營造「臨場感」的擬真體驗。本論文主要藉由VE臨場感理論及創新決策過程理論，從玩家的臨場感經驗，區隔出不同類型玩家，探究他們在消費意願上有何差別。 本研究參考Witmer等人的臨場感模型設計問卷，接著採用問卷調查法進行資料收集，透過遊樂場所做現場調查總計回收192份有效問卷。依據臨場感模型的控制立即性、實際環境的可修正性、多種模式的呈現、選擇性關注、身歷其境感、生活方式等六個構面進行因素分析，萃取出操控樂趣、身入其境、樂此不疲、嚐試創新共四個因素，並將四大因素予以分群。而利用集群分析，區隔為三個族群，分別為：嚐鮮新手族、經驗熟練族及忠誠喜愛族，並針對人口統計變數、使用行為變數及消費意願進行外部一致性分析。 結果顯示，大型動感模擬遊戲是一項創新科技的產品且都可提供給任何不同人文背景的消費族群消遣娛樂，對於定期更新產品各項屬性及提昇各項服務品質是可以提高消費者因臨場經驗刺激享受而產生持續消費的意願，進而使經銷業者持續獲利。另外，透過區隔的方式，我們能更清楚的觀察到不同區隔市場的差異性來決定目標顧客群，以提供業者制定行銷策略。

It is believed that a huge potential of development and applications lies in virtual reality technology because it adopts high-speed computation platform and integrates 3D computed graphic, stereo sound, and other related applications, all directed to create a high-fidelity virtual reality experience. In this paper, Presence Theory and Innovation Decision Process are used to categorize and to understand the different types of players from their presence experience, and further to explore the difference in their willingness to play games. The questionnaires were designed by adopting from Witmer et al's Model. The method used to collect our data was through surveying. A total of 192 valid questionnaires were collected through the arcade game playground. According to the Presence Model, there are six dimensions that were analyzed: immediacy of control, physical environment modifiability, multimodal presentation, selective attention, scene realism and life style. These six dimensions were analyzed and were categorized into 4 major subjects: their pleasure of manipulation, their virtual reality, their weariless of enjoying, and their willingness to try things out. The use of cluster analysis, separated into three groups, namely: curious new family and experienced sophisticated family and loyal to the favorite family and the demographic variables, consumer behavior and service contents to proceed external consistency analysis. The result shows that the entertainment motion simulator is an innovation and technology product and is available to different demographic groups for entertainment, regularly updated product properties and further enhance its service quality is able to increase their willingness of consumption continuously due to presence experience of enjoyment, indirectly in making the distributors continues to profit. In addition, we were able to clearly observe the different market in order to identify target consumer groups and to provide our research results to the industry to formulate their marketing strategies.