數位內容一源多用之體驗品質階層線性模式探討-以霹靂布袋戲為例
中文摘要
本研究最主要的研究目的包括：建構影響多媒體科技體驗品質之前置因子、分析媒體科技體驗品質與文化認同感的關係、以及了解不同背景消費者對其體驗品質的影響。本研究的調查對象為曾經觀看過霹靂多媒體國際股份有限公司所拍攝之《奇人密碼─古羅布之謎》3D電影之民眾，採立意抽樣方式並以網路問卷進行調查。由資料實證分析結果可得知，數位內容品質、數位內容遞送、與真實性知覺皆會對「體驗價值」產生正向的顯著影響；體驗品質對文化認同感、體驗品質對行為意圖、文化認同感對行為意圖亦達顯著水準。特別是真實性知覺與體驗品質之關係呈現正向顯著影響，顯示3D影片的真實性知覺確實會影響消費者體驗品質；本研究也透過實證，以「真實性知覺」擴充多媒體科技沉浸體驗架構的前因變數。從實證研究結果得知，3D偶動漫電影固然讓偶戲增加消費者的體驗品質，但卻無法引發民眾對歷史文化的認同感；3D偶動漫電影的遞送可以提高消費者的真實性知覺，但對對歷史文化的認同感也沒有顯著的影響。另外，未來在在發展3D偶動漫電影時，可以藉由真實性知覺的提升，創造顧客滿意的體驗品質。
Abstract
This article extended the framework of immersive media technology experience to construct the model of quality of experience which would specific apply to the experience for media technology. This research will focus on PiLi International Multimedia Corporation (PIMC). The research will conduct a questionnaire survey. Then, the structural equation model is used to confirm the theoretical model. Subsequent statistical data analysis included SPSS17 and AMOS22. This study is constructed with second-order factorial validity for quality of experience by different experience providers, including 3D digital movie, on-line game, digital art exhibition and DVD drama. Using the questionnaire survey to Pili-fans on the internet, this study hopes to find out the effect of quality of experience to cultural identity. Enterprise could promote customers’ experience of quality adoption by authenticity perception. From this article, we also provide useful suggestions from the interactive science and digital technology perspectives to enhance the exhibition industry and to assess its value. Hopefully, the results might provide PILI enterprise with useful suggestions on doing needs assessment on introducing media technology.