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Title page for etd-0731118-203501


URN etd-0731118-203501 Statistics This thesis had been viewed 112 times. Download 0 times.
Author Szu-Ying Chen
Author's Email Address No Public.
Department Management Business Administration
Year 2017 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 177
Title DEVELOPING THE INTEGRATED MODEL OF USAGE INTENTION ON AUGMENTED REALITY MEDIA
Keyword
  • Augmented Reality Media
  • Technology Acceptance Model
  • Social Influence
  • Perceived Value
  • Perceived Value
  • Social Influence
  • Technology Acceptance Model
  • Augmented Reality Media
  • Abstract With the rapid development of information and mobile technology, the Augmented Reality (AR) applications on mobile devices have become growing. The mobile applications combine the AR technologies with the media or camera, which brings both entertainment and practicality and provides a new sensory experience, as well as, leads large number of users. Therefore, understanding which factors may influence usage intention of Augmented Reality Media is a critical issue.
    This study aimed to explore antecedents of “Augmented Reality Media” usage intention by integrating the “Perceived Value”, “Social Influence”, and “Technology Acceptance Model”. This study conducted the field survey with convenience sampling and users in Taiwan who ever used “Instagram”, “Snow-AR Camera”, and “B612 Camera App” participated in this study in order to test the hypotheses. The total numbers of 228 valid questionnaires were collected. This study used exploratory factors analysis (EFA) to extract the factors, and used confirmatory factor analysis (CFA) to test the reliability and validity of measures. Finally, we used structural equation modeling (SEM) to test the hypotheses.
    The results found that first; “individual perceived factors” (i.e., entertainment value and mobile value) significantly and positively influence “continuous usage attitude” of Augmented Reality media; second, “social influence factors” (i.e., subjective norm and visibility) significantly and positively influence “continuous usage attitude” of Augmented Reality media. Third, “system characteristic factors” (i.e., usefulness of media and ease of use of media) significantly and positively influence “continuous usage attitude” of Augmented Reality media. Finally, “continuous usage attitude” significantly and positively influences “continuous usage intention” of Augmented Reality media.
    This study additionally tested mediating effects by Sobel Test. The results indicated that “continuous usage attitude” is the mediator between “individual perceived factors” (i.e., entertainment value and mobile value), “social influence factors” (i.e., subjective norm and visibility), “system characteristic factors” (i.e., usefulness of media and ease of use of media), and “continuous usage intention”.
    Advisor Committee
  • Tze-Hsien Liao - advisor
  • Kun-Huang Yeh - co-chair
  • Yun-Huei Lee - co-chair
  • Files indicate in-campus access only
    Date of Defense 2018-06-25 Date of Submission 2018-07-31


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