- 學位論文
擴增實境使用體驗對於消費者購買意願影響之研究
Exploring the Effects of the Factors of Augmented Reality Experience on Consumers' Purchase Intention
摘要
在網路發達的現今，擴增實境已成為電子商務平台新的行銷方式，透過手機的虛擬環境與現實場景兩者形成的一種互動式技術，消費者僅需使用手機開啟擴增實境功能，商品就會如同真實直接呈在現實生活當中，運用擴增實境的使用體驗激起消費者的購買意願。目前有許多線上電商平台開發擴增實境，如淘寶、京東、雅虎等平台，以擴增實境為亮點，展示整套居家電器設備，推出一系列個人化商品，吸引消費者的目光，這將是電商平台所面臨的一項挑戰。 本研究架構整合了AR屬性，並加入「態度ABC模型」與「理性行為理論」，探討消費者對購買意願之間的關係，其中以使用體驗與黏著度為影響因素，來了解使用者為何對網路購買意願造成影響。本研究採用寶島眼鏡與Owndays兩種平台，透過使用手冊教學及影片觀看，體驗擴增實境約20分鐘後，現場直接進行施測，並收回填寫問卷進行分析，使用SPSS 22與SmartPLS 3.3.9統計軟體對研究資料驗證，共收集320份問卷，在寶島眼鏡有效問卷165份，Owndays有效問卷155份。 其研究結果顯示，AR新奇性對使用體驗與使用態度有正向影響；AR互動性對使用體驗與使用態度沒有顯著影響，AR生動性對使用體驗有顯著影響，反而使用態度沒有顯著影響；使用體驗間接影響使用態度；使用體驗與使用態度影響黏著度正向關係，黏著度正向影響網路購買意願。本研究針對兩者的差異性，使用兩者不同平台的比較，將研究結果與討論供學者與其他平台參考，了解影響使用者網路購買意願因素，及往後可以改進的部分加以改進修正，使受到更多人的認可並持續使用擴增實境技術。
並列摘要
Nowadays, augmented reality has become a new marketing method for e-commerce platforms. Through an interactive technology formed by the virtual environment of cell phone and the real scene, consumers only need to use their cell phones to turn on the augmented reality function, and the products will be directly presented in the real life as if they were real, using the augmented reality experience to stimulate consumers' willingness to buy.Currently, many online e-commerce platforms are developing augmented reality, such as Taobao, Jingdong, and Yahoo, etc., using augmented reality as a highlight to showcase the whole set of home appliances and launch a series of personalized products to attract consumers' attention, which will be a challenge for e-commerce platforms. This study integrates AR attributes with the "ABC model" and "Theory of Rational Behavior" to investigate the relationship between consumers' purchase intentions, with usage experience and stickiness as influencing factors to understand why users affect online purchase intentions. In this study, we used two platforms: FORMOSA OPTICAL TECHNOLOGY CO.LTD. and Owndays. After experiencing the augmented reality for about 20 minutes through instructional manuals and video viewing, we administered the questionnaire directly on site and collected the completed questionnaires for analysis, and used SPSS 22 and SmartPLS 3.3.9 statistical software to validate the study data. A total of 320 questionnaires were collected, including 165 valid questionnaires in FORMOSA OPTICAL TECHNOLOGY CO.LTD. and 155 valid questionnaires in Owndays. The results of the study showed that AR novelty had a positive effect on the usage experience and attitude; AR interactivity did not have a significant effect on the usage experience and attitude; AR vividness had a significant effect on the usage experience, but not on the attitude; the usage experience indirectly affected the attitude; the usage experience and attitude affected the positive relationship between stickiness and stickiness, and stickiness positively affected the willingness to purchase online. In this study, we compare the differences between the two platforms and present the research results and discussions for scholars and other platforms to understand the factors that affect users' willingness to purchase online and the parts that can be improved in the future, so that more people will recognize and continue to use augmented reality technology.