室內設計VR預設用途與客製服務意願關係之研究

A Study on the Relationship between Interior Design affordance in VR and customization intention

虛擬實境現已成室內設計業的行銷科技之一。然而，室內設計師對於虛擬實境科技的預設用途，及其如何影響消費者的裝潢靈感及後續的客製化裝潢意願，至今我們知之甚少。因此，本研究應用「預設用途－靈感啟發－行為意圖」框架和有機整合理論，以測試消費者對於室內裝潢的靈感動機及客製化意願之間的微妙關係。此實證假說我們以網路便利抽樣方式蒐集到204名臺灣消費者的有效問卷。統計分析結果證實，僅有VR的美學與功能預設用途及科技理解能力對於靈感科技啟發有正向顯著影響。其次，僅有科技理解能力與靈感結果期待會顯著直接影響客製服務意願。最後，本文亦進一步證實客戶靈感結果期待在室內設計的VR預設用途與客製服務意願之間扮演中介角色。因此，本調查結果不僅可供室內設計業者之實務參考，且可補充設計預設用途、客戶靈感與科技理解能力之相關文獻。

Virtual reality has now become one of the marketing technologies in the interior design industry. However, there is still limited understanding of how interior designers perceive affordance of virtual reality technology and its impact on consumers' inspiration and customization intention. Thus, this study employs the '' Affordance-Inspiration-Behavioral Intention'' framework and the Theory of Organismic Integration to test the relationship between consumers' inspiration for interior decoration and their customization intention. Those hypotheses were tested with 204 valid questionnaires collected from Taiwanese consumers through an online convenience sampling method. Statistical analysis confirms that only the aesthetic and functional affordance of VR have a significant positive effect on consumer's inspired-by. Furthermore, only technology readiness and consumer's inspired-to significantly directly affect the customization intention. Lastly, this paper also confirms that consumer's inspiration plays a mediating role between the VR's affordance in interior design and the customization intention. Hence, the findings of this survey not only provide practical references for interior design practitioners but also contribute to the literature on design affordance, customer inspiration, and technology readiness.