關鍵詞：科技接受行為模式、運動賽事、媒體豐富度、知覺娛樂性、知覺新奇
Abstract
Since the development of virtual reality (VR) technology has become matured, it has been widely used in many areas including sports spectating. To make the application of VR in sports spectating more smoothly, the purpose of this study was to explore factors affecting the acceptance of using VR technology in watching sports events, based on the Technology Acceptance Model (TAM) with other variables including media richness, perceived novelty, and perceived playfulness. This study adopted the questionnaire survey and distributed questionnaires to university students who used VR technology in watching sports events. A total of 307 valid questionnaires were received and analyzed by descriptive statistics and the Structural Equation Model (SEM). The research results showed there were eight hypotheses and seven hypotheses were significant in this research framework. Media richness has a positive and significant impact on perceived usefulness and perceived ease of use; perceived novelty positively and significantly affects perceived playfulness; perceived usefulness, perceived ease of use, and perceived playfulness have a positively significant impact on attitude toward using; attitude toward using positively affects users’ intention to use virtual reality to watch sports events. As a conclusion, this study demonstrated that factors affecting the acceptance of VR technology in watching sports events include media richness, perceived playfulness, perceived ease of use, perceived usefulness, and perceived novelty. The research results will provide practical references for industry in the promotion of information technology applied to sports events spectating and will help to promote the diversified spectating modes of sports events in the future, to conform to the trend of the times.
Keywords: Technology Acceptance Model, Virtual Reality, Media Richness, Perceived Playfulness, Perceived Novelty