資訊管理學報
洪秀婉;李涓潔;張哲維;簡俊豪;
頁: 315-345
日期: 2023/07
摘要: 近來擴增實境的應用廣泛擴及至日常生活中，許多業者都欲藉由互動來強化消費體驗的過程，進而增加購買意願。而其中最引發注目的即是各大美妝品牌所推出的虛擬試妝服務，讓消費者有著身歷其境的感受。故本研究主要探討美妝產品的線上擴增實境虛擬試妝服務，對於購買意願之影響，運用SOR模型，以擴增實境特徵作為前置因素、PAD情緒模型作為中介變項，藉以探討其對購買意願之影響。研究以407份有效問卷進行結構方程模式假設驗證，結果顯示在AR線上虛擬試妝中，擴增性與生動性對於支配情緒有正向影響，而相互關連性的支配情緒會對喚醒情緒有直接影響。本研究除彌補過去AR研究缺口，亦對企業提出相關操作建議。
關鍵字: 擴增實境;購買意願;PAD情緒模型;SOR理論;
Abstract: Recently, the application of augmented reality has been widely extended to daily life, and many businesses want to use interaction to enhance the process of consumption experience, thereby increasing the willingness to purchase. Among them, the most eye-catching is the virtual makeup trial service launched by major beauty brands, which allows consumers to have an immersive experience. Therefore, this study mainly discusses the influence of the online augmented reality virtual makeup trial service of beauty products on the purchase intention, using the SOR model, taking the augmented reality feature as the prefactor and the PAD emotional model as the intermediary variable, in order to explore its impact on purchase intention. The study used 407 valid questionnaires to verify the hypothesis of the structural equation model. The results showed that in the AR online virtual makeup test, the amplification and Vividness have a positive impact on the dominant emotions, and the interrelated dominant emotions have a direct impact on Arousal emotions. In addition to making up for the gap in AR research in the past, this study also puts forward relevant operational suggestions for enterprises.
Keywords: Augmented Reality, Purchase Intention, PAD Emotional Model, SOR Theory;
瀏覽次數: 10493 下載次數: 358
引用 導入Endnote
頁: 315-345
日期: 2023/07
摘要: 近來擴增實境的應用廣泛擴及至日常生活中，許多業者都欲藉由互動來強化消費體驗的過程，進而增加購買意願。而其中最引發注目的即是各大美妝品牌所推出的虛擬試妝服務，讓消費者有著身歷其境的感受。故本研究主要探討美妝產品的線上擴增實境虛擬試妝服務，對於購買意願之影響，運用SOR模型，以擴增實境特徵作為前置因素、PAD情緒模型作為中介變項，藉以探討其對購買意願之影響。研究以407份有效問卷進行結構方程模式假設驗證，結果顯示在AR線上虛擬試妝中，擴增性與生動性對於支配情緒有正向影響，而相互關連性的支配情緒會對喚醒情緒有直接影響。本研究除彌補過去AR研究缺口，亦對企業提出相關操作建議。
關鍵字: 擴增實境;購買意願;PAD情緒模型;SOR理論;
Intention to Purchase an Immersive Augmented Reality Beauty Product
Abstract: Recently, the application of augmented reality has been widely extended to daily life, and many businesses want to use interaction to enhance the process of consumption experience, thereby increasing the willingness to purchase. Among them, the most eye-catching is the virtual makeup trial service launched by major beauty brands, which allows consumers to have an immersive experience. Therefore, this study mainly discusses the influence of the online augmented reality virtual makeup trial service of beauty products on the purchase intention, using the SOR model, taking the augmented reality feature as the prefactor and the PAD emotional model as the intermediary variable, in order to explore its impact on purchase intention. The study used 407 valid questionnaires to verify the hypothesis of the structural equation model. The results showed that in the AR online virtual makeup test, the amplification and Vividness have a positive impact on the dominant emotions, and the interrelated dominant emotions have a direct impact on Arousal emotions. In addition to making up for the gap in AR research in the past, this study also puts forward relevant operational suggestions for enterprises.
Keywords: Augmented Reality, Purchase Intention, PAD Emotional Model, SOR Theory;
瀏覽次數: 10493 下載次數: 358
引用 導入Endnote