植基於擴增實境之傢俱購買輔助系統對購買意願影響之研究－以IKEA為例

The Effects of Augmented Reality Assist System in Purchase Intention: The Case of IKEA

林永清(Yeong-Ching Lin) ； 吳國清(Kuo-Ching Wu) ； 呂峻益(Chun-Yi Lu)

《工程、技術與科技教育學術研討會》 第八屆 (2019/05) Pp. 355-366

https://doi.org/10.6571/SCETE.201905.0027

摘要

擴增實境（AR, Augmented Reality）為一種利用相機等攝像鏡頭於實體場景上搭配虛擬物件圖層之技術。近年來廣告行銷業者對AR有著高度關注，家俱大廠IKEA在2017年與蘋果公司合作，利用蘋果公司所開發出的擴增實境開發工具，將數千種家具數位化，透過手機螢幕可看到這些家具不同角度的3D模型，並可自由移動。讓民眾能夠不必出門，就能在家利用手機來模擬家具在家中所擺設的樣貌。本研究旨在調査社會大眾對此種商業應用觀感及使用意圖。研究結果發現，使用者會經由「資訊品質」，影響使用者「接受態度」，進而影響其「購買意願」。另一方面，研究也發現使用者會經由「自我效能」，影響使用者「知覺行為控制」，進而影響其「購買意願」；使用者也會經由「價值認知」，影響使用者「主觀規範」，進而影響其「購買意願」。

關鍵字

擴增實境 ； 計畫行為理論 ； 知覺行為控制

並列摘要

Augmented Reality (AR) is a technology that links between the physical world and electronic information. In recent decades, Advertising marketers are highly concerned about AR technology and Application. In 2017, furniture manufacturer IKEA cooperated with Apple to use the augmented reality development tools developed by Apple to digitize thousands of furniture. Through the mobile screen, you can see the 3D models of furniture from different angles and simulate the appearance of furniture at home by using cell phones. Therefore, the purpose of this study is to investigate the perception and use of intentions of the public in this commercial application。The study found 'Purchase Intention' would be affected by 'Acceptance Attitude' which was affected by 'Information Quality'. Moreover, Users will also influence the user's 'Perceived Behavior Control' through 'Self-Efficacy', which in turn affects their 'Purchase Intention'. Finally, Users will also influence the 'Subjective Norms' of users through 'Value Recognition', which in turn will affect their 'Purchase Intention'.

並列關鍵字

Augmented Reality (AR) ； Theory of Planned Behavior (TPB) ； Perceived Behavior Control (PBC)