Publication:

使用智慧型手持裝置觀賞運動賽事意願之研究

本研究目的為探討影響使用者使用手持裝置觀賞運動賽事意願的主要因素。研究以科技接受度模型為基本架構，考量到手持裝置異於傳統收視的介面與運動賽事觀賞的特性，因此納入媒體豐富度、知覺娛樂性與運動涉入作為探討對於使用意願的影響。研究是以年輕族群為對象，於網路論壇發放問卷，為期四周，共計回收398份有效問卷。透過結構方程分析結果發現：知覺易用性會顯著地受到媒體豐富度的正面影響，使用態度會顯著地受知覺易用性、知覺娛樂性與運動涉入的正面影響，其中以知覺娛樂性影響效果最高。使用意願則會顯著地受使用態度的正向影響。此結果可以提供給運動賽事提供者及平台提供者作為行銷及推動的參考。

The purpose of this research is to discuss the main factor that influences the intention of handheld device users to watch sporting events. Technology Acceptance Model is used as an infrastructure, and considering the difference between handheld devices and traditional platforms, along with the features of watching sporting events, media richness, perceived playfulness, and sport involvement is used to discuss the influence over user intention. Questionnaires were sent out to a group of young over forums for four weeks, with a total of 398 retrieved. Through structural equation analysis, results were that perceived usefulness is significantly influenced by media richness, while perceived usefulness, perceived playfulness, and sport involvement has a significant positive impact on the attitude toward using, in which perceived playfulness has the most affection. The attitude toward using is also significantly influenced by media richness. This result may be given to event providers and platform providers for a marketing reference.