科技的演進與傳佈常在許多領域產生嶄新的應用方式。個人電腦與網路的普及使得資訊傳遞數倍於以往。而虛擬世界的誕生則是讓人類可以跳脫出現實世界的物理限制，將許多概念在其中付諸實現。
Second Life自2003年由林登實驗室(Linden Lab)推出之後，在虛擬世界呈現穩定的成長。Second Life顛覆以往大眾對於虛擬世界的認知，甚至給予虛擬世界一個嶄新定義。與魔獸世界(World of Warcraft)、其他多人線上角色扮演遊戲 ( Massively Multi-user Online Role-playing Game, MMORPG)、或是他種虛擬世界迥異。在Second Life之中，並未給予使用者某些任務來完成。而且使用者擁有極高的掌控權，所有的內容皆可以自行創建出。
許多企業、教育組織，或是其他單位開始關注到Second Life的特異與發展前景。紛紛開始在此一虛擬世界之中建立新的據點。以期能夠突破現實世界的物理限制，透過不一樣的互動方式能夠有新的商機或是達成其他目的。
臺灣在使用Second Life的程度不及西方世界。但目前確有單位組織開始利用Second Life作為品牌行銷、教育、藝術展覽…等等之用途。此研究即希望透過科技接受模式(Technology Acceptance Model, TAM)與其他外部擴充因素對此現象做一檢視。發放問卷進行分析，以探討「認知實用性」、「認知易用性」、「使用態度」、「使用意願」以及「有趣性知覺」與「使用者介面設計」構面間對於推廣Second Life之影響。期許能夠給予相關單位未來利用Second Life作為各用途之建議與改善方向。

Abstract
The development and diffusion of technology always bring new application to many fields. Personal computers and the Internet make the information delivered exponentially faster than ever. Moreover, Virtual worlds let people get rid of the physical restrictions of the earth that we could carry out many concepts inside those worlds.

After Linden Lab launched Second Life in 2003, it is growing stably in virtual world. Second Life overthrows the common sense about so-called virtual world;it even gives virtual world a new definition. Being different from World of Warcraft, other MMORPGs, or other virtual worlds, Second Life does not assign users tasks or missions to complete. In addition, users have ultimate controls in Second Life, where to create any objects they want and need.

Many companies, educational organizations, and the units notice the differences and prospects of Second Life. They start to build new places "inworld". They hope to break any restrictions of the real world to achieve new commercial, educationalopportunities or other goals.

Onlyfew uses Second Life in Taiwan.However there are some organizations applyingSecond Life to brand marketing, education, and art gallery…etc.Thisstudy aims to understand this phenomenon with Technology Acceptance Model and other factors. The method is to send questionnaires and analyze with statistical tools. It aims to study the relationships among Perceived Usefulness, Perceived Ease of Use, Intention of Use, Attitude ofUse, Playfulness, and Interface Design of Second Life users.Finally itproposes suggestions to the related unions thatare going to adopt Second Life.

Keyword: virtual world, Second Life, Technology Acceptance Model, TAM

參考文獻
壹、中文部分
Ricky.（2007）。創新線上社群網站簡介Second Life。上網日期：2011年5月27日，取自：http://blog.yam.com/il_forum/article/10332715
周美惠（2011）。I-city 虛與實 反映現世焦慮。上網日期：2011年5月24日。取自：http://www.udn.com/2011/3/31/NEWS/READING/REA8/6245051.shtml
國科會（2010）。以第二人生為基礎之實境學習。上網日期：2011年5月3日。取自：http://140.122.147.25/subject/002-ASL-b.htm#result
張漢宜（2007年2月14日）。可創業賺錢的線上遊戲－「第二人生」。天下雜誌，366，202-203。
陳怡安（2003）。線上遊戲的魅力－以重度玩家為例（未出版之碩士論文）南華大學社會學研究所，嘉義縣。
陳家齊（民97年6月18日）。阿賽洛米塔爾上網開股東會。經濟日報，A8版。
陳焜元（1996）。行政管理資訊系統使用者參與效果之研究-技術接受性模式驗證（未出版之碩士論文）。政治大學公共行政學系，台北市。
童至祥（2008年10月9日）。Web 2.0 浪潮 虛擬人生探商機。經濟日報，A17版。
黃朝盟、趙美慧（2001）。.Com的策略規劃與設計。台北市：商鼎文化。
黃雁萍（2008年，10月31日）。IBM 3d虛擬學習 員工說讚。經濟日報，E2版。
經濟學人（2006年9月30日）。迎向第二人生---線上虛擬世界。The Economist，380（8497），98。
趙剛（2009）。全動態虛擬世界。上網日期：2011年5月11日。取自：http://cto.csdn.net/Article.aspx?Name=zhaogang&pointid=924
劉威麟（2006）。Second Life 的虛擬世界大探險。上網日期：2011年5月5日，取自： http://mr6.cc/?p=453
劉剛、樊旭（2011）。Second life的教育應用初探。上網日期：2011年5月5日。取自：http://www.bianjibu.net/jiaoyulilun/3447.html
鄭靜琪（2010年2月10日）。真實亦虛擬 工作即遊戲。科學人，96，76-78。
賴珍琳（2007）。企業開啟獲利「第二人生」。上網日期：2011年5月20日。取自：http://www.bnext.com.tw/article/view/cid/0/id/9973
沈旭豐 （2008）。以科技接受模式探討數位學習之學習滿意及購買意願。（未出版之碩士論文）國立東華大學企業管理學系。

貳、英文部分
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Beckmann (Ed.), Action Control from Cognition to Behavior (pp. 11-39). Heidelberg: Springer.

Ajzen, I., & Fishbein, M. (1975). Understanding attitudes and predicting social behaviour. New Jersey: Prentice-Hall.

Au, W. J. (2008). The Making of Second Life: Notes from the New World. NY: Harper Business.
Bainbridge, W. S. (2007). The scientific research potential of virtual worlds. Science, 317(5837), 472-476.
Barnes, S. (2011). Virtual worlds come of age. Journal of Virtual Worlds Research, 3(3), 1-18.
Bartle, R. (2004). Designing Virtual Worlds. IN: New Riders.
Bell, M. W. (2008). Toward a definition of “virtual worlds”. Journal of Virtual Worlds Research, 1(1), 1-5.
Biocca, F., & Levy, M. R. (1995). Communication in the Age of Virtual Reality NJ: Lawrence Erlbaum Associates.
Bishop, J. (2009). Enhancing the understanding of genres of web-based communities: The role of the ecological cognition framework. International Journal of Web-Based Communities, 5(1), 4-17.
Brandon, J. (2007). The top eight corporate sites in Second Life. Computer World Retrieved June 12, 2011, from http://www.computerworld.com/s/article/9018238/The_top_eight_corporate_sites_in_Second_Life
Bryson, S. (1996). Virtual reality in scientific visualization. Communications of ACM, 39(5), 62-71.
Castronova, E. (2004). Synthetic Worlds. Chicago: The University of Chicago Press.
Colley, S. (2004). Stories from the Maze War 30 Year Retrospective Retrieved June 3, 2011, from http://www.digibarn.com/history/04-VCF7-MazeWar/stories/colley.html
Cook, A. (2009). A case study of the manifestations and significance of social presence in a multi-user virtual environment. Master:University of Saskatchewan.
Cremorne, L. (2011). First quarter 2011 results for Second Life: steady sailing Retrieved June 6, 2011, from http://www.metaversejournal.com/2011/05/12/first-quarter-2011-results-for-second-life-steady-sailing/
Damer, B. (2008). Meeting in the Ether: A brief history of virtual worlds as a medium for user-created events. Journal of Virtual Worlds Research, 1(1). Retrieved from http://journals.tdl.org/jvwr/article/view/285/239
Davis, F. D., Bagozzi, R. P., & Warchaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Dubner, S. J. (2007). Philip Rosedale Answers Your Second Life Questions Retrieved June 4, 2011, from http://www.freakonomics.com/2007/12/13/philip-rosedale-answers-your-second-life-questions/?hp
Eschenbrenner, B., Na, F. F.-H., & Siau, K. (2008). 3-D virtual worlds in education: applications, benefits, issues, and opportunities. Journal of Database Management, 19(4), 91-110. doi: 10.4018/jdm.2008100106
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research: Addison-Wesley.
Freitas, S. d., & Oliver, M. (2006). How can exploratory learning with games and simulations within the curriculum be most effectively evaluated? Computers & Education, 46, 16.
Igbaria, M., & Iivari, J. (1995). The effects of self-efficacy on computer usage. Omega, 23(6), 587-605.
Järvinen, A., Heliö, S., & Mäyrä, F. (2002). Communication and Community in Digital Entertainment Services. Prestudy Research Report.
Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological Measurement, 34(1), 7. doi: 10.1177/001316447403400115
Kalning, K. (2007). If Second Life isn't a Game, What is it? Retrieved June 3, 2011, from http://www.msnbc.msn.com/id/17538999/ns/technology_and_science-games/t/if-second-life-isnt-game-what-it/
Kirkpatrick, D. (2007). It's not a Game: The 3-D online experience Second Life is a hit with users. IBM's Sam Palmisano and other tech leaders think it could also be a gold mine. Retrieved June 7, 2011, from http://money.cnn.com/magazines/fortune/fortune_archive/2007/02/05/8399120/
Kock, N. (2008). E-collaboration and e-commerce in virtual worlds: The potential of Second Life and World of Warcraft. International Journal of e-Collaboration, 4(3), 1-13.
Lab, L. (2009). Second Life Economic Data Retrieved May 8, 2011, from http://community.secondlife.com/t5/Blogs/ct-p/Blogs
Lab, L. (2010). 2009 End of Year Second Life Economy Wrap up Retrieved May 8, 2011, from http://community.secondlife.com/t5/Features/2009-End-of-Year-Second-Life-Economy-Wrap-up-including-Q4/ba-p/653078
Lab, L. (2010). Term of Service Retrieved June 6, 2011, from http://secondlife.com/corporate/tos.php
LaMonica, M. (2007). IBM: Like the web, virtual worlds will become business friendly Retrieved May 8, 2011, from http://news.cnet.com/8301-10784_3-9730042-7.html
Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision Support System, 29(3), 269-282.
Lewitz, A. (2006). You Second Life is Ready Retrieved May 8, 2011, from http://www.popsci.com/scitech/article/2006-09/your-second-life-ready
Lieberman, J. N. (1965). Playfulness and divergent thinking: An investigation of their relationship at the kindergarten level. Journal of Genetic Psychology: Research and Theory on Human Development, 107(2), 219-224.
Lin, J. C. C., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3), 197-208.
Martocchio, J. J., & Webster, J. (1992). Effects of feedback and cognitive playfulness on performance in microcomputer software training. Personnel Psychology, 45(3), 553-578.
Moon, J. W., & Kim, Y. G. (2000). Extending the TAM for a World-Wide-Web context. Information and Management, 38(4), 217-230.
Nunnally, J. C. (1978). Psychometric theory. NY: McGraw-Hell Inc.
Park, S. R., Nah, F. F. H., DeWester, D., Eschenbrenner, B., & Jeon, S. (2008). Virtual world affordances: enhancing brand value. Journal of Virtual Worlds Research, 1(2). Retrieved from http://journals.tdl.org/jvwr/article/view/350/267
Pratt, M. K. (2008). Avatars get down to business. Computerworld, 42(26), 22-29.
Reiss, S. (2005). Virtual Economics Retrieved May 9, 2011, from http://www.technologyreview.com/read_article.aspx?id=16023&ch=biztech
Schwarz, J. (2006). Bold New Opportunities in Virtual Worlds Retrieved May 29, 2011, from http://www.imediaconnection.com/content/8605.asp
Shneiderman, B. (2004). Designing for Fun: How Can We Design User Interfaces to Be More Fun? Retrieved October 12th, 2012, from http://www.cs.umd.edu/~ben/Fun-p48-shneiderman.pdf
Spence, J. (2008). Demographics of virtual world. Journal of Virtual Worlds Research, 1(2). Retrieved from http://journals.tdl.org/jvwr/article/view/360/272
Szajna, B. (1996). Empirical evaluation of the revised technology acceptance model. Management Science, 42(1), 85-92.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: a test of competing models. Information Systems Research, 6(2), 44-176.
Trevlas, E., Grammatikopoulos, V., Tsigilis, N., & Zachopoulou, E. (2003). Evaluating playfulness: Construct validity of the children's playfulness scale. Early Childhood Education Journal, 31(1), 33-39.
Walmsley, A. (2008). Avatars are face of web audience. Marketing, 13.
Webster, J., & Martocchio, J. J. (1992). Microcomputer playfulness: Development of admeasure with workplace implications. MIS Quarterly, 16(2), 201-226.
Williams, D., Ducheneaut, N., Xiong, L., Zhang, Y., Yee, N., & Nickell, E. (2006). From tree house to barracks: The social life of guilds in World of Warcraft. Games and Culture, 1(4), 338-361.