摘要
擴增實境是資訊軟體的應用技術，除了軟體設計者的巧思外，也需要
使用者對該軟體的意見回饋，才能尋找出該技術的合適用途及發展方式。
現今的行動裝置擴增實境應用軟體，還存有許多改善空間。調查使用意願
影響因素，尚無法據以有效改善該軟體的價值。探討持續使用意願影響因
素，才能更進一步確保其價值所在。
為瞭解持續使用意願影響因素，本研究以資訊系統接受後持續使用意
願模型為理論基礎，探討認知有用、認知易用及認知娛樂等因素，並針對
臺灣地區行動裝置擴增實境應用軟體的使用者，抽樣調查該使用者因上述
因素而影響使用者持續使用意願之程度。實證結果顯示，認知有用、認知
易用及認知娛樂對使用者持續使用意願有正向顯著影響，然而，其對使用
者滿意度卻無顯著影響。

關鍵字：行動裝置、擴增實境、持續使用意願、資訊系統接受後持續使用
意願模型、認知娛樂

Abstract
Augmented reality is an application technique for information software. To
find out the most suitable using and developing ways for the technique, the
software providers need not only better ideas of software designers but also
valuable feedback from the users. Nowadays, the software of augmented reality
for mobile devices still has much room for improvement. The value of the
software can be improved more effectively through investigating the factors that
influence users’ continuance intention than the ones that influence users’ intention.
In order to explore the factors that influence users’ continuance intention, a
model is proposed based on the Post-Acceptance Model of IS Continuance.
Aimed at the users of software of augmented reality for mobile devices, the
proposed model is constructed by the perceived usefulness, perceived ease of use,
and perceived playfulness. To verify the proposed model, a questionnaire is
developed based on the related literatures and users in Taiwan are sampled to
measure the relevant constructs. The results show that the perceived usefulness,
perceived ease of use, and perceived playfulness have significantly positive effect
on users’ continuance intention. However, they do not have significantly effect on
user’ satisfaction.

Keywords: Mobile Device, Augmented Reality, Continuance Intention, Post-
Acceptance Model of IS Continuance, Perceived Playfulness

摘要 ........................................................................................................................ I
Abstract................................................................................................................. II
目錄 ..................................................................................................................... III
表目錄 ................................................................................................................. VI
圖目錄 .............................................................................................................. VIII
第一章 緒論 ......................................................................................................... 1
第二章 理論背景與研究模型 ............................................................................. 7
2.1 擴增實境(Augmented Reality, AR) ...................................................... 7
2.1.1 擴增實境的定義 .......................................................................... 8
2.1.2 擴增實境的特徵 .......................................................................... 9
2.1.3 擴增實境的趨勢 .......................................................................... 9
2.1.4 擴增實境於行動裝置之應用 .................................................... 11
2.2 資訊系統接受後持續使用意願模型 ................................................. 13
2.3 行動裝置擴增實境應用軟體使用後的期望 ..................................... 17
2.4 研究模型與假說 ................................................................................. 23
第三章 研究方法 ............................................................................................... 26
3.1 構念操作性定義的建立與問卷設計 ................................................. 26
3.2 研究對象 ............................................................................................. 31
3.3 資料分析方法 ..................................................................................... 31
3.3.1 敘述統計 .................................................................................... 31
3.3.2 結構方程式 ................................................................................ 32
3.3.3 多元常態分析 ............................................................................ 33
3.3.4 共線性分析 ................................................................................ 33
3.3.5 變項修改標準 ............................................................................ 33
第四章 資料分析 ............................................................................................... 35
4.1 樣本基本資料分佈與敘述統計 ......................................................... 35
4.2 多元常態分析 ..................................................................................... 38
4.3 共線性分析 ......................................................................................... 40
4.4 信度分析 ............................................................................................. 40
4.5 線性結構模式估計與違犯估計 ......................................................... 41
4.6 測量模式分析 ..................................................................................... 44
4.7 結構模式分析 ..................................................................................... 50
4.8 中介變數分析 ..................................................................................... 53
第五章 結論與建議 ........................................................................................... 54
5.1 結論 ..................................................................................................... 54
5.2 研究貢獻與發現 ................................................................................. 55
5.3 給行動裝置擴增實境應用軟體開發者之建議 ................................. 57
5.4 研究限制 ............................................................................................. 58
5.5 未來研究方向 ..................................................................................... 59
參考文獻 ............................................................................................................. 60
附錄 A、問卷 ..................................................................................................... 68

表目錄
表 1：行動裝置擴增實境應用軟體 ................................................................. 11
表 2：以資訊系統接受後持續使用意願模型為基礎探討持續使用意願之相關文獻 .......................................................................................................... 15
表 3：影響擴增實境應用軟體使用者因素之相關文獻 ................................. 22
表 4：研究模型中各構念之操作性定義 ......................................................... 27
表 5：問卷量表之設計 ..................................................................................... 29
表 6：正式樣本基本資料分佈 ......................................................................... 36
表 7：正式樣本各構念之平均數與標準差 ..................................................... 38
表 8：多元常態評估表 ..................................................................................... 39
表 9：變異數膨脹因素分析表 ......................................................................... 40
表 10：問卷信度分析表 ..................................................................................... 41
表 11：線性結構模式誤差變異數值彙整表 ................................................... 44
表 12：測量模式分析表 ................................................................................... 46
表 13：修正後線性結構模式誤差變異數值彙整表 ....................................... 48
表 14：修正後的測量模式分析表 ................................................................... 49
表 15：各構念平均變異數抽取值平方根與相關係數比較表 ....................... 50
表 16：模型適配度檢驗表 ............................................................................... 51
表 17：研究假說分析表 ................................................................................... 53
表 18：中介變數分析表 ................................................................................... 54

圖目錄
圖 1：期望確認理論(EXPECTATION CONFIRMATION THEORY, ECT)[78] ............ 2
圖 2：資訊系統接受後持續使用意願模型[23] ................................................ 3
圖 3：研究流程 ................................................................................................... 6
圖 4：現實-虛擬連續系統(REALITY-VIRTUALITY CONTINUUM)[71] ................. 9
圖 5：研究模型 ................................................................................................. 25
圖 6：線性結構模式標準化的估計值 ............................................................. 43
圖 7：修正後的線性結構模式標準化的估計值 ............................................. 47

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