A Case Study of Adapting Virtual Reality Application in Storytelling Marketing to Behavioral Intention

• Main Authors: Qun-Yuan Huang, 黃羣淵
• Other Authors: Ta-Chung Ying
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/02096888124608530844

碩士 === 明新科技大學 === 資訊管理研究所 === 102 === To comply with the concept of new museology and culture tour and enhance user’s intention by visiting virtual reality website with expertise are essential for the goal to an virtual reality driven environment. This study addresses how virtual reality users and tourists to be applied in the virtual reality museum and investigate tourists’ perception of preference and critical factors using a blending virtual reality museum. This study in order to deliver an in-depth analysis and a comparison of the available procedures with which to statistically assess differences between group-specific parameters in PLS path modeling in adapting virtual reality application in storytelling marketing to behavioral intention. Research methodologies combined with the quality and quantity method in SPSS and PLS to explore the key factors for user’s virtual experience in improving their behavioral intention. The sample design of research adapts area probability sampling method with science and technology education students in HsingChu. First, we implemented literature review to identify influence factors from virtual reality website of users and user’s behavioral intention. Second, we explored the priority of users’ preference perception and users’ behavioral intention in establishing a research framework including two research issues, eight hypothesis, three construct, and seven variables. Accordingly, through the SPSS computation and descriptive statistics analysis in 654 effective sample size, and correlation analysis. Third, this paper employs PLS to implement eight hypothesis on how to conduct multi-group path analyses in PLS path modeling. Finally, to examine with the behavioral intention by storytelling marketing in virtual reality museum and conduct the assessment and empirical analysis. Finally, to examine with the behavioral intention by storytelling marketing in virtual reality museum and conduct the assessment and empirical analysis. This contribution is particularly valuable for tourism marketing researchers, as it offers recommendations regarding empirical applications and paves the way for future research studies aimed at improving the users' intention on the basis of virtual reality web-site visiting.