消費者使用擴增實境試戴眼鏡服務之決策因素探討

Disscussing the descision factors of Consumers using augmented reality try on glasses service

林東震(Tung-Chen Lin)

指導教授 ： 施盛寶

淡江大學/商管學院/資訊管理學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00693

摘要

近年來擴增實境與虛擬試戴技術逐漸成熟，擴增實境技術正在對各種行銷方式產生深遠的影響，並吸引了越來越多的研究人員關注。擴增實境使消費者能夠在自己的臉部或周圍環境中虛擬地即時試用產品，在本研究中藉由推敲可能性模型並整合科技接受模型，探討消費者的使用決策因素，文中利用推敲可能性模型說服的兩條基本路徑將資訊品質和來源可信度構建了一個理論模型，以驗證消費者如何感知到有用性與初始信任進而影響態度和行為意圖，另外也將擴增實境技術所帶來的自我臨場感做為調節變數，探討其是否能夠調節推敲可能性模型中央路徑的資訊品質與周邊路徑的來源可信度對感知有用性和初始信任之間的關係，以提供服務業者擬訂行銷方案或改良產品、服務之方向。本研究透過網路問卷調查法蒐集樣本資料，總共蒐集了376份有效樣本，並且利用SmartPLS 3.0的結構方程模式(SEM)來做分析。結果顯示資訊品質、來源可信度是消費者選擇採用擴增實境虛擬試戴眼鏡服務的重要因素，而自我臨場感能調節資訊品質和來源可信度對感知有用性之間的關係。

關鍵字

推敲可能性模型 ； 自我臨場感 ； 擴增實境 ； 虛擬試戴

並列摘要

In recent years, augmented reality and virtual try-on technologies have matured gradually, and augmented reality technology is having a profound impact on various marketing strategies and attracting more and more researchers' attentions. Augmented reality enables consumers to try products virtually and instantaneously on their face or in surrounding environments. In this research, by examining the research model integrating elaboration likelihood model and the technology acceptance model, we explored the consumer's decision-making factors. The two persuasion paths of the elaboration likelihood model were adopted to examine the effects of information quality and source credibility on perceive usefulness and initial trust. The influences on attitudes and behavioral intentions were discussed. In addition, the self-presence sensation brought by augmented reality technology was used as a moderator to explore whether it can moderate the central route and the peripheral route. We collected a total of 376 valid samples. The structural equation model (SEM) of SmartPLS 3.0 was used for analysis. The results showed that information quality and source credibility are important factors for consumers to choose augmented reality try-on glasses services. And self-presence can moderate the relationship between information quality and perceived usefulness and the relationship between source credibility and perceived usefulness.

並列關鍵字

Elaboration Likelihood Model ； Self-presence ； Augmented Reality ； Virtual try-on

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