自全球貿易網路資訊化以來,經由電子商務進行消費者行為,已成為消費模式之一。但在商品尚未購買之前,消費者對於商品與生活環境搭配的情形,卻必須憑藉著想像。這樣的問題,同樣出現在傳統的消費模式裡。因此,本研究建立一個擴增實境科技應用於電子商務的系統,本系統可以讓使用者在選購商品的同時,預覽擴增實境影像,擴增實境影像將呈現虛擬商品與消費者生活環境搭配的情形。這個系統使用了標示圖卡、網路攝影機與電腦螢幕等硬體設備,網站頁面基於人機介面原則設計而成,讓使用者可以容易地操作整個系統。最後以實驗分析一般型與擴增實境型商務網站是否具有差異性。結果顯示,民眾在購買藝術畫作時會注意與生活環境搭配的情形;消費者對於擴增實境型商務網站的有趣好感與搭配知覺程度,均高於一般型商務網站。
With the increasing Internet application in today’s global business, it has become a pattern of consumption for customers to engage in online e-commerce. However, traditionally, before making a purchase, consumers have to “imagine” how a designated product will fit into the real-life space. The same problem surfaces in traditional patterns of consumption. Therefore, the research seeks to establish an “augmented reality” which can be applied to the e-commerce system. The augmented reality will enable users to preview how a designated product fits into the real-life space while they are shopping. The system uses hardware appliances such as a display card, a web camera, and a monitor and the website is user-friendly with a human/computer interface. Finally, an experiment is carried out to determine and analyze whether there is a difference between ordinary e-shops and those with augmented reality. The results show that consumers tend to pay extra attention to how a product matches their living environment when buying an artwork or a painting. Also, consumers give more positive preference to the online shops that have augmented reality for they provide fun and preview service which set them apart from traditional online shops.