| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 105 === Under the development of technology products, as well as popularity of smart phones 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 a 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, results 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 Virtual reality devices are Surroundings visually and fun for most of the users. The consequences are experiencing the scene ambiance and immersion. Sense of achievement and excitement 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.
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