本研究調查疫情期間台灣民眾參與Pokémon GO行動遊戲意願的前因和後果，並提出新理論模型。調查目的在研究疫情前廣受歡迎的Pokémon GO遊戲， 玩家是否可從遊戲互動性及啟發性感受到深刻的心流體驗及知覺有用，並影響疫情期間其對擴增實境的科技態度、遊戲參與及知覺信任，最後透過遊戲參與影響其對Pokémon GO的品牌價值與續玩意願。為此，我們邀請對Pokémon GO熟識的台灣民眾協助填答，並順利蒐集159位有效樣本。經結構方程模型統計分析與假說驗證結果顯示，互動性和啟發性是Pokémon GO玩家心流體驗的兩大關鍵前因。心流體驗可增強玩家對AR科技的態度、品牌信任與遊戲參與，進而透過遊戲參與提高品牌價值知覺和疫情期間的續用意願。最後，本文也針對理論與實務意涵進行討論與建議。 This study investigates the antecedents and consequences of Taiwanese people's intention of continuous usage in Pokémon GO during COVID and suggests a new conceptual model. The purpose of this paper is to examine whether users of Pokémon GO can have flow experience and perceived usefulness from interactivity and inspiration of Pokémon GO. Furthermore, we intent to know how player engagement is shaped via flow experience and perceived usefulness of Pokémon GO, which eventually leads to a positive brand value and intention of continuous usage during COVID. To the end, we invited Taiwanese people who are familiar with Pokémon GO to do survey questionnaire and successfully collected 159 valid samples. Findings showed that interactivity and inspiration are two major antecedents of consumers’ flow experience. The flow experience with Pokémon GO can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger players’ engagement with Pokémon GO and then improve perceived value and intention of continuous usage during COVID. Finally, this paper discusses both the theoretical and managerial implications.
