隨著網際網路的普及發展，消費者越來越多人會在網路上購買商品，然而，現有的網路購物商品僅以平面圖片呈現，但透過VR虛擬實境所建構出來的3D畫面，可以讓消費者即便在家不出門，在網路上購物也能有像出門逛街的真實感受。因此，許多電商品牌看準這項需求，開始發展虛擬實境購物功能。美國 eBay在2016年5月和澳洲零售商Myer共同合作推出虛擬實境百貨商城，目前乃是全球第一。消費者只要下載APP，並搭配ebay所贈送的Cardboard，消費者就可以很清楚的瀏覽近百款以3D效果呈現的商品，有別於平面的商品介紹，更能清楚的了解產品規格。
本研究將結合科技準備度、創新擴散理論和科技接受模型來探討消費者對網路購物平台導入虛擬實境購物服務之使用意圖。研究對象為台灣曾經用網路下單購買商品的消費者。並以網路問卷進行樣本蒐集，總共發出400份問卷，回收380份，扣除無效問卷後，總計有效問卷360份，有效樣本回收率為94.7%。使用的研究方法包括敘述性統計、信度分析和結構方程模式等。
本研究所獲結果顯示如下：
1. 科技準備度對知覺有用性和知覺易用性有顯著正向的影響；
2. 知覺有用系和使用態度有顯著正向的影響；
3. 知覺易用性和使用態度無顯著影響；
4. 使用態度和使用意願有顯著正向的影響；
5. 相對優勢和使用意願有顯著正向的影響；
6. 相容性與可觀察性與使用意願無顯著影響。

Due to the popularization of the internet, more and more consumers will buy goods on the internet. However, the existing online shopping products are only presented in a flat picture, and the 3D images constructed through the VR virtual reality may so that even if consumers do not go out at home, shopping on the internet can have the real feeling like shopping. In May 2016, eBay and Australian retailer Myer launched the world's first virtual reality department store. eBay and Myer also free of charge for 20,000 Google Cardboard. When you enter the virtual store, the virtual mall will be the first 100 products to 3D effect display, so you see more clearly.
Therefore, this study adopted the technology acceptance model and innovation diffusion theory to study the behavioral intention of using virtual reality shopping
The following items are the conclusion of this paper:
1.Technology readiness has positive effects on perceived usefulness.
2.Technology readiness has positive effects on perceive ease of use.
3.Perceived usefulness has positive effects on attitude toward using.
4.Perceive ease of use has no effects on attitude toward using.
5.Attitude toward using has positive effects on behavioral intention to ues.
6.Relative advantage has positive effects on behavioral intention to ues.
7.Compatibility and has no effects on behavioral intention to ues.
8.Observability has no effects on behavioral intention to ues.

中文文獻
1.王志帄（2008）。網路行銷導論。台北：全華圖書。
2.王文泰（2016）。台灣地區虛擬實境相關產業競爭策略之研究。國立臺灣大學，臺北市。
3.互動中國（2013年11月）。3D 技術-從三維投影到全息成影是如何實現的？數位時代雜誌，取自http://www.mydesy.com/3d-how-to-real
4.江明晏（2016年1月）。虛擬實境掀產業革命 未來醒著做夢。中央通訊社。取自http://www.cna.com.tw/news/afe/201601090071-1.aspx
5.李宗儒等（2007）。網路行銷與電子商務。台中：滄海。
6.何佩珊（2016年2月）。用玩電商，淘寶啟動下一世代網路購物布局。數位時代雜誌，265。取自http://www.bnext.com.tw/index.php
7.林士傑（2015）。以科技接受模式探討民眾使用Mobile App搜尋醫療與健康資訊之研究。國立中山大學，高雄市。
8.林孟萱（2016）。以科技接受模式及從眾行為探討消費者對運動型穿戴式設備之購買意圖。國立屏東科技大學，屏東市。
9.東森新聞雲網。破紀錄！Google：台灣智慧型手機滲透率達82%。上網日期：106年5月30日，取自http://www.ettoday.net/news/20160823/760867.htm?t=破紀錄！Google：台灣智慧型手機滲透率達82%25
10.吳沛真（2014年）。2014年「台灣寬頻網路使用調查」結果公布。。上網日期：105年11月30日，取自https://www.twnic.net.tw/NEWS4/135.pdf。
11.吳俊雄（1997）。經濟部產業技術資訊服務計畫-虛擬實境週邊裝置專題研究報告。新竹縣：工研院光電所。
12.科技新聞(ePrice)。未來的購物體驗Buy+正式上線。上網日期：105年11月30日，取自http://www.eprice.com.tw/tech/talk/1186/4913002/1/
13.科技新聞(ePrice)。淘寶推「buy+」虛擬實境購物。上網日期：105年11月30日，取自http://www.eprice.com.tw/tech/talk/1141/4911283/1/
14.郭英峰、游景文（2007）。消費者採用行動加值服務行為意向之研究―以年輕族群為 例。資訊管理學報，14(3)，125-153。
15.陳焜元（1995）。行政管理資訊系統使用者參與效果之研究-技術接受性模式檢證。國立政治大學，臺北市。
16.陳寬裕、王正華（2010）。論文統計分析實務-SPSS與AMOS的運用。台北：五南。
17.張逸民 (2005)。行銷學。台北：雙葉。
18.經濟學人（2014年3月）。搶攻虛擬實境，臉書20億收購Oculus。天下雜誌。取自 http://www.cw.com.tw/article/article.action?id=5056945
19.愛范兒（2016年5月）。eBay推首家VR百貨，革新你的購物體驗。科技新報。取自https://technews.tw/2016/05/20/ebay-is-betting-shoppers-will-embrace-virtual-reality-as-much-as-gamers/。
20.鄭永琪（2016）。居家遠距復健服務市場可行性分析。國立中正大學，嘉義市。
21.維基百科。〈虛擬實境〉。上網日期：105年11月30日，取自https://zh.wikipedia.org/wiki/%E8%99%9A%E6%8B%9F%E7%8E%B0%E5%AE%9E。
22.劉文良（2007）。電子商務與網路行銷。台北：碁峰。
23.劉家郡（2013）。消費者行動購物之體驗價值對滿意程度之影響。國立臺灣師範大學，臺北市。
24.蕭富峰 (2007)。消費者行為。台北：智勝文化。
25.蕭至惠、張琡婍、蔡進發（2009）。影響消費者對電子書接受意願因素之研究。電子商務研究，7(3)，355-384。
26.魏宜（2010）。政府出版品發展電子書之展望。研考雙月刊，34 (4)，107-110。

英文文獻
1.Agarwal & Prasad. (1997). The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies. Decision Sciences, 28(3).557-582.
2.Ajzen (1985). Form Intention to Action: A theory of Planned Behavior. N Y: Springer Verlag.
3.Ajzen & Madden. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22, 453-474.
4.Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
5.Bollen, K. A. (1989). Structural equations with latent variables.New York:Wiley.
6.Bollen, K. A., & Long, J. S. (1993). Testing structural equation models. NewWork: Sage.
7.Burdea. (1993). Virtual Reality Systems and Applications. Electro’93 International Conference, Short Course, Edison, NJ
8.Burdea & Coiffet. (1994). Virtual Reality Technology. NY: Wiley- Inter-Science
9.Chao-Hung Wang, Yi-Chen Chiang, Mao-Jiun Wang. (2015). Evaluation of an Augmented Reality Embedded On-line Shopping System. Procedia Manufacturing, 3, 5624-5630.
10.Dabholkar. (1996). Consumer evaluations of new technology-based self- service options: an investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29-51.
11.Chien-Hsin Lin,Hsin-Yu Shih and Peter J. Sher. (2007). Integrating Technology Readiness into Technology Acceptance: The TRAM Model. Psychology & Marketing, 24(7), 641-657.
12.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
13.Diego Leyton, José A. Pino, Sergio F. Ochoa. (2015). EBTAM: technology acceptance in e-Business environments. Springer, 13(2),211-234.
14.eBay Australia. (2016, May). The World's First Virtual Reality Department Store - brought to you by eBay and Myer [Video file]. Retrieved from https://youtu.be/yAuiXhJPnr8
15.Emma Beuckels & Liselot Hudders. (2016). An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context. Journal of Retailing and Consumer Services, 33,135-142.
16.Ericavan Herpen, Evavan den Broek, Hans C.M.van Trijp and Tian Yu. (2016). Can a virtual supermarket bring realism into the lab? Comparing shopping behavior using virtual and pictorial store representations to behavior in a physical store. Appetite, 107, 196-207.
17.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. MA: Addison-Wesley.
18.Fornell, C. & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Researcher, 18(3), 382-388.
19.Gulgun Afacan, Erkan Er and Ali Arifoglu. (2013). Public Internet access points (PIAPs) and their social impact: a case study from Turkey.Behaviour & Information Technology, 32(1), 14-23.
20.Gupta, Vijayendra S. & Garg, Renuka. (2015). Technology Readiness Index of E-Banking Users: Some Measurement and Sample Survey Evidence. IUP Journal of Bank Management, 14(4), 43-58.
21.Hair, J. F. Jr., R. E. Anderson, R, L. Tatham and W. C. Black. (2009). Multivariate data analysis (7th ed). Englewood Cliffs, NJ：Prentice Hall.
22.Hartwick & Barki. (1994). Explaining the Role of User Participation inInformation System Use. Management Science, 40(4), 440-465.
23.Heijden, H. V. (2003). Factors Influencing the Usage of Websites: The Case of a Generic Portal in The Netherlands. Information and Management, 40(6), 541.
24.Hsiao, C. H. & Hung, Y. C. (2004). The Study of Behavior Intention to Accept Mobile Commerce in Technology Acceptance Model. Unpublished doctoral dissertation, Tatung University, Taipei.
25.Ji-Won Moon. & Young-Gul Kim. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230.
26.Katz & Shapiro. (1985). Network externalities, competition, and compatibility.
27.Kevin M. Elliott, Mark C. Hall and Juan (Gloria) Meng. (2013). Consumers’ Intention to Ues Sele-scanning Technology: The Role of Technology Readiness and Perce129-145.tions toward Sele-scanning Technology. Academy of Marketing Studies Journal, 17(1), 129-143.
28.Liana Victorino, Ekaterina Karniouchina and Rohit Verma. (2009). Exploring the use of the abbreviated technology readiness index for hotel customer segmentation. Cornell Hotel and Restaurant Administration Quarterly, 50(3), 342-359.
29.Liljander, Gillberg, Gummerus and Riel. (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13, 177-191.
30.Meuter M L, Bitner M J, Ostrom A L and Brown S W. (2005). Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies.Journal of Marketing, 69(2), 61-83.
31.Mick & Fournier. (1998). Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies. Journal of Consumer Research, 25(2), 123-143.
32.Moore, G. C., & Benbasat, I. (1991), Development of an instrument to measure the perception of adopting an information technology innovation Information Systems Research, 2(3), 192-222.
33.Nunnally, J. C. (1978). Psychometric Theory. New York: Mcgraw-Hill.
34.Parasuraman, A. (2000). Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technology. Journal of Service Research, 2(4), 307-320.
35.Parasuraman A, Colby CL. (1999) Techno-ready marketing: how and why your customers adopt technology. New York: Free Press.
36.Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: integrating trust andrisk with the technology acceptance model. International journal of Electronic Commerce, 7(3), 101-134.
37.R. Azuma (1997). A Survey of Augmented Reality. Teleoperators and Virtual Environments, 6(4), 355–385.
38.Rogers, E.M. (1962). Diffusion of Innovations. New York: Free Press
39.Rogers, E.M. (1983). Diffusion of Innovations (3rd ed.). New York: Free Press.
40.Rogers, E.M. (2003). Diffusion of Innovations (5th ed.). New York: Free Press.
41.Sadia Tabassam, Neelam gul Chaudhry & Khaldoon husair. (2016). Using Technology Acceptance Model to Study Adoption Online Shopping in An Emerging Economy. Journal of Internet Banking and Commerce, 21(2), 1-18.
42.Shih-Chih Chen, Ming-Ling Liu and Chieh-Peng Lin. (2013). Integrating Technology Readiness into the Expectation-Confirmation Model: An Empirical Study of Mobile Services. Behavior & Social Networking, 16(8), 604-612.
43.Taylor & Todd. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
44.Thiesse, F. (2007). RFID, privacy and the perception of risk: a strategic framework. Journal of Strategic Information Systems, 16(2), 214-232.
45.Van der Heijden, Hans. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541-549.
46.Younes Jafarpour. (2016). An Empirical Analysis of the Adoption Barriers
of Ecommerce in Small and Medium sized Enterprises (SMEs) with implementation of Technology Acceptance Model. Journal of Internet Banking and Commerce.
47.Walczuch, R., Lemmink, J., & Streukens, S. (2007). The Effect of Service Employees’Technology Readiness on Technology Acceptance.Information & Management, 44(2), 206-215.
48.Waltz, C. F., Strickland, O. L., & Lenz, E. R. (1991). Measurement in nursing research (2nd ed.). Philadelphia: A. Davis.
49.Wu, J.H. & Wang, S.C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information and Management, 42, 19-729.