以科技接受模式探討「第二人生」之研究

Abstract

科技的演進與傳佈常在許多領域產生嶄新的應用方式。個人電腦與網路的普及使得資訊傳遞數倍於以往。而虛擬世界的誕生則是讓人類可以跳脫出現實世界的物理限制，將許多概念在其中付諸實現。 Second Life自2003年由林登實驗室(Linden Lab)推出之後，在虛擬世界呈現穩定的成長。Second Life顛覆以往大眾對於虛擬世界的認知，甚至給予虛擬世界一個嶄新定義。與魔獸世界(World of Warcraft)、其他多人線上角色扮演遊戲 ( Massively Multi-user Online Role-playing Game, MMORPG)、或是他種虛擬世界迥異。在Second Life之中，並未給予使用者某些任務來完成。而且使用者擁有極高的掌控權，所有的內容皆可以自行創建出。 許多企業、教育組織，或是其他單位開始關注到Second Life的特異與發展前景。紛紛開始在此一虛擬世界之中建立新的據點。以期能夠突破現實世界的物理限制，透過不一樣的互動方式能夠有新的商機或是達成其他目的。 臺灣在使用Second Life的程度不及西方世界。但目前確有單位組織開始利用Second Life作為品牌行銷、教育、藝術展覽…等等之用途。此研究即希望透過科技接受模式(Technology Acceptance Model, TAM)與其他外部擴充因素對此現象做一檢視。發放問卷進行分析，以探討「認知實用性」、「認知易用性」、「使用態度」、「使用意願」以及「有趣性知覺」與「使用者介面設計」構面間對於推廣Second Life之影響。期許能夠給予相關單位未來利用Second Life作為各用途之建議與改善方向。Abstract The development and diffusion of technology always bring new application to many fields. Personal computers and the Internet make the information delivered exponentially faster than ever. Moreover, Virtual worlds let people get rid of the physical restrictions of the earth that we could carry out many concepts inside those worlds.

After Linden Lab launched Second Life in 2003, it is growing stably in virtual world. Second Life overthrows the common sense about so-called virtual world;it even gives virtual world a new definition. Being different from World of Warcraft, other MMORPGs, or other virtual worlds, Second Life does not assign users tasks or missions to complete. In addition, users have ultimate controls in Second Life, where to create any objects they want and need.

Many companies, educational organizations, and the units notice the differences and prospects of Second Life. They start to build new places "inworld". They hope to break any restrictions of the real world to achieve new commercial, educationalopportunities or other goals.

Onlyfew uses Second Life in Taiwan.However there are some organizations applyingSecond Life to brand marketing, education, and art gallery…etc.Thisstudy aims to understand this phenomenon with Technology Acceptance Model and other factors. The method is to send questionnaires and analyze with statistical tools. It aims to study the relationships among Perceived Usefulness, Perceived Ease of Use, Intention of Use, Attitude ofUse, Playfulness, and Interface Design of Second Life users.Finally itproposes suggestions to the related unions thatare going to adopt Second Life.

Keyword: virtual world, Second Life, Technology Acceptance Model, TAM