基於科技接受模式探究消費者採用運動科技產品之關鍵因素：修正式德菲法與模糊層級分析法的應用

Exploring the Key Factors for Consumer Adoption of Sports Technology Products Based on the Technology Acceptance Model - application of Modified Delphi Method and Fuzzy Analytic Hierarchy Process

運動科技產品有助於人們提升運動表現、改善健康狀態以及增強運動體驗。然而，消費者採用運動科技產品究竟有哪些考量因素？每項因素的重要程度如何？最重要的關鍵影響因素是什麼？都是值得討論的議題。因此，本研究基於科技接受模式之觀點，首先透過修正式德菲法，依據專家問卷訪談，歸納出三項評估構面與10項評估要素；並以就業族群與學生族群合計117人為研究對象，實施層級分析法問卷調查，計算每個評估構面及要素之相對權重與優先順序。研究結果發現，在「知覺有用性」構面最重要的是「減少疾病」（權重值0.123，加權排序第2名）；在「知覺易用性」構面最重要的是「簡單易用」（權重值0.11，加權排序第5名）；在「知覺愉悅性」構面最重要的是「客製化選擇」（權重值0.167，加權排序第1名），以及「新穎體驗」（權重值0.119，加權排序第3名）也是相當重要的影響因素。最後，針對上述分析結果進行討論，並提出實務建議供相關業者參考。

Sports technology products can contribute to improving athletic performance, enhancing health conditions, and enriching the sports experience. However, what are the factors for consumers to adopt sports technology products? How important is each factor? What are the most important key influencing factors? These are all topics worth discussing. Therefore, based on the viewpoint of technology acceptance mode, this research firstly uses the modified Delphi method and interviews with experts to summarize three evaluation dimensions and 10 evaluation elements; and takes 117 participants from the employment group and the student group as the research object. The AHP questionnaire was implemented to calculate the relative weight and priority of each assessment dimension and element. The results of the study found that“disease reduction”is the most important element in the dimension of“perceived usefulness”(weight value 0.123, ranked 2nd).The“simplicity of use”is the most important element in the dimension of“perceived ease of use”(weight value 0.11, ranked 5th). The“customization options”is the most important element in the dimension of“perceived pleasure”(weight value 0.167, ranked 1st), and the“novelty experience”(weighted value 0.119, ranking 3rd) is also a critical influencing factor. Finally, the above analysis results are discussed, and practical suggestions are put forward for the reference of relevant practitioners.