無時無刻置身在影像世界──以方法目的鏈探討使用虛擬實境裝置進行生活娛樂意願之因素

Surrounding Visually at All Time - An Exploratory Study on the Entertainment with Virtual Reality Devices through a Means-End Chain Approach

科技產品發展的技術日新月異、智慧型手機的普及與行動運算平台及虛擬實境顯示技術的提升，虛擬實境裝置已成為業界關注的商機。本研究採用方法目的鏈以階梯法作為深度訪談的工具，對50位具有虛擬實境裝置經驗使用者的娛樂意願進行深度訪談。依據屬性、結果利益及價值之定義，歸納出虛擬實境裝置使用者於娛樂意願之最終目的及其價值階層圖。研究結果發現：虛擬實境裝置使用者於娛樂意願之屬性，以新奇好玩、融入影像、身歷其境，為多數人考量之因素；結果利益為沉浸經驗、體驗需求遠離現實；而歸屬認同感、成就感與幸福感，為主要追求的最終價值。本研究經過解析，並探討管理意涵，提供業界實務上之運用及學界後續研究之參考。

Under the development of technology products, as well as the popularity of smartphones environment, mobile computing, and visual display monitors technology were advance. In recent years the industry close attention to Virtual Reality (VR), and into investment and development for VR devices. This study adopted Means-End Chain (MEC), and utilized Laddering as the main tool when conducting in-depth interviews with 50 users who have experiences in using on the entertainment intention with the Virtual reality devices, through means and end of the link structure, step one by one guide from the lower deck dominant external concrete to the abstract hidden top-level internal and draw the Hierarchy Value Map (HVM), based on Attributes, Consequences and Values. Consequences and value result and summarize the definition of the value of the ultimate goal of using virtual reality devices and hierarchical value map. Analytical results indicate that attributes of using novel interesting, images fusion and immersive. The consequences are flow experience, experienced, detachment from reality. Sense of belonging and identity, accomplishment, well-being are the main values and purposes that the users of virtual reality pursue. Marketing implication and future research directions were discussed at the end of this study.