本研究建置了一個結合互動性商品與虛擬白板的3D虛擬商品展示系統，利用可以即時與使用者互動的商品內建功能，讓使用者進一步體驗商品以及創造半透明虛擬白板緊密結合3D商品，提供商品規格資訊，讓使用者能夠在兼具娛樂性與有用性的3D商品展示環境中，藉由嘗試商品功能以及白板上的資訊讓其更加深入瞭解與認識商品，改善目前線上商品展示系統通常只有提供單純瀏覽和觀看商品的機制，而缺乏與商品更充分的互動性以及缺乏有用的工具來呈現商品資訊的缺點。本研究中，設計一個實驗用來檢驗使用者使用本系統後，對3D商品展示系統態度、購買娛樂性以及光顧意圖問卷的變化，實驗分為兩階段，第一階段模擬目前線上3D商品展示系統，單純讓使用者觀看和瀏覽3D商品；第二階段加入商品互動性與虛擬白板或是單純加入商品互動性，來觀察如以加入互動機制為基礎時，虛擬白板的有無對使用者的影響，每一階段結束後，受試者必須填寫相關問卷，統計實驗結果發現與單純的觀看瀏覽3D商品比較起來，加入商品互動性或是結合商品互動性以及虛擬白板時，使用者在對3D商品展示系統態度、購買娛樂性以及光顧意圖的回饋都有正面的顯著差異，表示使用者對於系統特性抱持著正面的評價，並且對於白板有正面的回應。因此建議日後欲探討增加商品或系統互動性對使用者影響時或是廠商欲改善線上購物環境時，可以提供更多與商品的互動性和模擬操作商品機制，讓使用者可以在網路上就能試用商品功能，對使用者而言，是覺得很便利並且願意再度使用的。另外可以參考虛擬白板的實作，在同一個3D空間建立白板緊密結合商品，有助於便利的了解與對照商品資訊，並且彈性的讓使用者依照個人需求使用。使用者可以藉由虛擬白板與商品互動性更進一步瞭解他們所喜愛的商品，進而對購物環境產生信任的態度，使用者的光顧意圖也會因而提升，願意再次光臨此3D商品展示系統。

In this study, we established a system called online 3D product presentation system which intergreted the virtual whiteboard and interactivity on product so that user can try the functions of product and read information about product on virtual whiteboard which can seamlessly intergreted with product.In the way, consumers can know product more deeply than traditional 2D presenting.And we try to improve that thare is usually lack a useful tool to explan the meaning of 3D object in the 3D space and the lack of interactivity in current shopping environment.And then, we design a experiment to investgate user’s attitude toward 3D product presentation system,shopping enjoyment and patronage intention when they use our system by questionnaires. The experiments have two stages, firstly, users only watch and control 3D product by rotate and room in/out and then in the second stage, we add the interactivity on product and virtual whiteboard to let user experience.
The experimental result shown that our system had significant positive effet on users’ attitude toward 3D product presentation system, shopping enjoyment and patronage intention, it means most of they had positive evaluations with our system. Therefore, we suggested that the retailers can increase more interactivity on prodiuct to let user attempt it before they purchasing, they will produce more patronage intention toward shopping website.

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