以科技接受模式探討使用APP觀賞運動賽事消費者之行為意圖

A study on using the technology acceptance model to explore the behavioral intentions of consumers using APP to watch sports events

緒論：本研究目的在探討使用APP（application, APP）觀賞運動賽事消費者之行為意圖表現，並以科技接受模式為基礎，加入媒體豐富度作為外在變數，分析影響運動賽事觀賞APP使用者之因素。方法：本研究採問卷調查法，以曾經使用APP觀賞運動賽事的族群為主要研究對象，總共回收有效問卷數為257份，以描述性統計、結構方程模式（structural equation modeling, SEM）等統計分析方法進行資料分析。結果：研究結果顯示，以媒體豐富度為外在變項加入科技接受模式探討其對於APP知覺易用性及知覺有用性之影響假設成立；其次，科技接受模式所有變項間影響的路徑預測假設均成立，且具有良好的模式適配度。結論：根據研究結果發現，媒體豐富度對於APP知覺有用性與易用性存在正向影響，且知覺有用性相較於知覺易用性對使用態度更具影響力。爰此，建議運動賽事權責單位或APP業者在開發運動賽事觀賞APP時，除了重視APP的操作介面是否夠人性化、符合一般大眾使用習慣外，同時更要提高APP的有用程度及資訊充足與豐富度高的媒體，以利資訊溝通的順利進行；亦即，當媒體能夠承載豐富的資訊時，就能降低不確定性與模糊性的發生增進使用者的使用意願。

Introduction: The purpose of this study was to explore the behavioral intentions of the group that use APP (Application, referred to as APP) to watch the sports events. Based on the technology acceptance model, and the media richness was added as an external variable to analyze the factors which influenced the users who watched the sports events via APP. Methods: The method of this study adopted the questionnaire survey method, and the group that used APP to watch sports events was the main research object. A total number of valid questionnaires was 257 and analyzed by descriptive statistics and structural equation modeling (SEM) were used to analyze the data. Results: The results of the study showed that the media richness was added to the technology acceptance model to explore the impact of APP perception on the ease of use and perceived usefulness of APP. Secondly, the path prediction hypothesis of the influence among all the variables of the technology acceptance model. All of them were established, and has a good mode fit. Conclusion: According to the results of the study, media richness had a positive impact on APP perceived usefulness and ease of use, and perceived usefulness was more influential than the perceived ease of use. Therefore, it was recommended that the APP operators should not only pay attention to the user interface of the APP, but also conform to the usage habits of the general public. On the same time, improve the usefulness of the APP and provide the sufficient information and high richness of the media to facilitate the smooth communication of information; that is, when the media was able to carry a wealth of information, it could reduce the occurrence of uncertainty and ambiguity to enhance the user's willingness to use.