| Summary: | 碩士 === 南臺科技大學 === 休閒事業管理系 === 106 === In this study, TAM (Technology Acceptance Model) is applied to explore consumers’ inclination for watching sports competitions via virtual reality equipment.To examine the effect of variables which affect the acceptance of watching sports competitions via virtual reality equipment including media richness, perceived usefulness, perceived ease of use, perceived enjoyment and novelty on the attitude and intention for watching sports competitions via virtual reality equipment. There are a total of 307 effective questionnaires and using PLS(Patrial Least Squares) for data analysis. The results show that all variables have significant positive effects. (1) The media richness is positively correlated with the perceived usefulness and perceived ease of use with statistical significance. (2)The novelty is positively correlated with the per-ceived enjoyment with statistical significance. (3)The attitude toward use is posi-tively correlated with the perceived usefulness, the perceived ease of use, and per-ceived enjoyment with statistical significance. (4)The constructs of attitude have positive impact on intention to use of virtual reality equipment to watch sports com-petitions. Finally, recommendations and future research interests of marketing strat-egies are offered to serve as references for virtual reality manufacturers and scholars.
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