Jang Yu-Teng, Hsieh Pei-Shan
Department of Business Administration, Tunghai University, Taichung City, Taiwan.
Multimed Tools Appl. 2021;80(19):29339-29365. doi: 10.1007/s11042-021-11149-8. Epub 2021 Jun 24.
This study aims to investigate how gamification and virtual reality (VR)-enhanced web services can be integrated to influence consumer behavior in the context of tourism e-commerce. A gamified VR-enhanced tourism web system (VRTWS) was designed and developed for this investigation, while a research framework with 12 hypotheses was proposed and empirically tested by adopting PLS-SEM approach to analyze 208 valid data collected from survey. The results reveal that both Enjoyment and Activation in Gamification significantly and positively affected Media Richness. Additionally, Media Richness significantly and positively affected both Usefulness and Ease of Use in using VR technology with gamification. Also, a user's Perceived Value is not only positively affected by Usefulness and Ease of Use but also Interactivity and Immersion in a gamified VRTWS. Immersion was found to be positively affected by Presence. Through the positive effect on Satisfaction, user's Perceived Value had positive effect on the Intention toward adoption. The proposed gamified VRTWS and the study results with implications are expected to be referenced by the researchers and practitioners for managing incorporation of gamification into designing, developing, and managing their VR-enhanced service in tourism e-commerce.
本研究旨在探讨如何将游戏化与虚拟现实（VR）增强型网络服务相结合，以在旅游电子商务背景下影响消费者行为。为此，设计并开发了一个游戏化的VR增强型旅游网络系统（VRTWS），同时提出了一个包含12个假设的研究框架，并采用偏最小二乘结构方程模型（PLS-SEM）方法对从调查中收集的208份有效数据进行实证检验。结果表明，游戏化中的趣味性和激活度均对媒体丰富度有显著的正向影响。此外，媒体丰富度对使用带有游戏化的VR技术时的有用性和易用性均有显著的正向影响。而且，用户的感知价值不仅受到有用性和易用性的正向影响，还受到游戏化VRTWS中的交互性和沉浸感的正向影响。发现沉浸感受到临场感的正向影响。通过对满意度的正向影响，用户的感知价值对采用意愿产生了正向影响。预计本研究所提出的游戏化VRTWS及其具有启示意义的研究结果，可供研究人员和从业者在将游戏化纳入旅游电子商务中VR增强型服务的设计、开发和管理时参考。
