體驗影像互動技術對線上消費者行為的影響之研究

THE EFFECTS OF IMAGE INTERACTIVITY THCHNOLOGY ON ONLINE CONSUMER BEHAVIOR

黃煜穎(Yu-Ying Huang)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

從一般的文字與圖形傳輸，進展到現今網路上能夠傳送視訊、音訊與動畫資料，網際網路技術發展日新月益，人們對新式互動與展現方式的需求，也快速發展到網路上，從國外目前商業網站所提供即時的3D商品瀏覽、及透過Web瀏覽器的3D遊戲技術，都是網路媒體的即時互動與3D展現的相關應用。以虛擬試衣間為例的影像互動技術是更先進的技術，除了強調三度空間的即時顯示而能夠帶給使用者更直覺及真實的感受外，也可以根據消費者的特徵產生一個客製化的虛擬模特兒，消費者可自由搭配喜愛的服飾，變化不同的風格造型，而360度的虛擬實境則可讓線上購物者從不同的角度來觀看整搭配是否合體，由此來模擬實際的購物體驗。
因此本研究欲瞭解利用「影像互動技術的互動性與生動性所創造之臨場感的虛擬經驗」，「加入實用價值、享樂價值」及「知覺風險」來探討其對「再瀏覽意願及購買意願」的影響。
本研究採用結構方模程式（SEM）統計方法，並使用AMOS 5.0統計軟體，進而了解其之間的關係，以驗證是否支持本研究之假設。本文之受試者為具有上網經驗者，並讓受試者體驗Land’s End (http://www.landsend.com/)網路服飾店的虛擬試衣間功能，使得受試者能夠透過線上試衣，不必親自試穿衣物的方式，進而探討此影像互動技術對消費者行為的影響。
本研究發現：(一)生動性與互動性的配合會增加臨場感，而臨場感對消費者反應(購買意願、再瀏覽意願)有顯著的間接影響，表示透過多媒體科技所提供的生動性及互動性這兩項特性所產生的臨場感效果，確實能有效的創造吸引力並達到說服消費者的效果。因此，建議行銷人員善用網路3D技術軟體(Flash、Java)使虛擬體驗更接近真實體驗。(二)實用價值對線上購物商店的購買意願有顯著的直接影響。因此，建議網路商店之經營者應關心及確認其網站技術可使消費者集合完整的及準確的產品資訊。(三)享樂價值對線上購物商店的再瀏覽意願有顯著的直接影響。由此建議網路商店的經營者應加入多元的體驗元素，創造體驗價值來吸引顧客。

關鍵字

生動性 ； 享樂價值 ； 知覺風險 ； 實用價值 ； 互動性 ； 臨場感

並列摘要

Marketing has changed dramatically due to the development of the Internet. Growing online competition of Internet technology has bolstered the expansion of website features, so consumers have eager to newest interactivity and products display methods. E-commercial websites supply consumers with 3D products browsing in real time and 3D Internet computer games, which are all interactivity and 3D display application of Internet multimedia. Virtual modeling is a more advanced technology. It not only emphasizes real time display in 3D space that can bring users more intuitive and realistic feeling but also enables the consumer to choose from a variety of models, differing in gender, body proportion, height and face features similar to those of customers to customized a 3D visual model. This study tries to use this virtual experience to simulate actual shopping experience.
This study explores the effects of virtual experience of teleprsence created by interacting with a Website and adds experience value (hedonic value and utilitarian value), perceived risk on consumer responses (purchasing intension and rebrowsing intension).
Structural equation modeling (SEM) with AMOS 5.0 was used to evaluate the relationship among the constructs in the model and test the proposed hypotheses.
The research subjects in this study are those who have experience in surfing on the website. We let this subjects experience “dressing room” of the online retailer(http://www.landsend.com/). Consumers can use this virtual try-on technology online without trying by them and explore the effects of this image interactivity technology on consumer responses.
Results of this study are: (1) Telepresence had the significant indirect effect on consumer response variables. This means that both interactivity and vividness contribute to create a sense of telepresence. Moreover, these media characteristics truly can create attractions and then convince consumers to buy. It suggests marketer should take advantage of 3D software (e.g., Flash and Java ) so a virtual product experience can similar to a direct product experience. (2) Utilitarian value had the significant direct effect on willingness to purchase from the online store. It tells web site developers to take extra care in ensuring that IIT allows the customer to gather complete and accurate information about product. (3) Hedonic value had the significant direct effect on willingness to rebrowse the online store. It suggests that website developer should incorporated more interactivity, including image interactivity that provide more complete sensory and experiential information about the products as well as enjoying entertainment.

並列關鍵字

Utilitarian Value ； Telepresence ； Perceived Risk ； Interactivity ； Hedonic Value ； Vividness

參考文獻

Bezjian-Avery, A. A. and B. Calder. “New Media Interactive Advertising vs. Traditional Advertising.” Journal of Advertising Research 38, no.4 (1998): 23–32.

Ariely, D. “Controlling the Information Flow: Effects on Consumers’ Decision Making and Preferences.” Journal of Consumer Research 26 (2000): 233–48.

Anderson, J. C. and W. D. Gerbing.“Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.”Psychological Bulletin 103, no.3 (1988): 411-23.

Babin, B. J., W. R. Darden, and M. Griffin. “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value.” Journal of Consumer Research 20 (1994): 644–56.

Batra, R. and O. T. Ahtola. “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes.” Marketing letters 2 (1991): 159-70.