A Study on the Relationships among Virtual Reality Game Experience, Functional Interaction and Purchase Intention

• Main Authors: Li, JIA-JUN, 李佳駿
• Other Authors: HUANG, ING-CHUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/j6v894

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 107 === Since 2016, virtual reality has been widely used in various industrial fields. Recently, the game entertainment market of virtual reality has gradually matured in Taiwan. Therefore, this study intends to explore the key factors that attract consumers through the experience of various dimensions in the questionnaire. Based on the flow theory, this study explores the relationship between the virtual reality game experience and purchase intention, with further investigation of the personal interaction and social interaction as the moderating variables to examine whether the influence between the independent variable and the dependent variable produce a moderating effect. This study took the game players who have experienced virtual reality to be research samples. The study was investigated on a questionnaire and was randomly distributed on the spot. A total of 347 questionnaires were distributed in this study, and 347 valid questionnaires were collected. A total of 346 valid questionnaires were available for analysis. Reliability, correlation, independent sample t-test and regression analysis were applied to examine the research hypothesis. The empirical results of this study are as follows: 1. For the virtual reality game experience of players, the positive flow of the game experience has a significant positive influence on purchase intention；the skillful challenge of the game experience has a significant positive influence on purchase intention；the negative sensation of the game experience has a significant negative influence on purchase intention. The involvement of the social presence has a significant positive influence on purchase intention；the connection of the social presence has a significant positive influence on purchase intention；the mutual admiration of the social presence has a significant positive influence on purchase intention. The negative experience of the post-game experience has a significant negative influence on purchase intention；the positive experience of the post-game experience has a significant positive influence on purchase intention. 2. For the virtual reality game experience of players, personal interaction has a positive moderation effect between the relationship of the negative sensation of the game experience and purchase；social interaction has a positive moderation effect between the relationship of the skillful challenge of the game experience and purchase；social interaction has a positive moderation effect between the relationship of the negative sensation of the game experience and purchase.