擴增實境應用對美妝產品購買意願之研究－SOR模型觀點

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李涓潔(Chuan-Chieh Lee) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

擴增實境應用對美妝產品購買意願之研究－SOR模型觀點
(The Purchase Intention of Beauty Products by Augmented Reality Application – SOR Model Perspective)

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摘要(中)

摘要
擴增實境(AR)的應用在人工智慧(AI)的不斷進步下得以加速發展，其應用亦廣泛擴展到人們生活的各項場景當中，使人們的生活與工作更加便利。近來AR亦逐漸被大量運用在廣告行銷上，藉由與消費者的互動來強化使用者在消費過程中的體驗，進而提升消費意願。現今各大美妝品牌亦不約而同的在美妝科技應用上增加擴增實境元素，推出線上虛擬試妝服務。
本研究探討美妝產品提供線上擴增實境的虛擬試妝服務，對消費者購買意願的影響。運用SOR模型，以擴增實境(AR)的特徵作為前置因素，並以消費者情緒模型PAD作為中介變項，來了解消費者的情緒反應，以探討其對消費者購買意願之影響。本研究使用網路問卷調查方式，以台灣地區的美妝品潛在消費者作為研究對象，共回收407份有效問卷，並以結構方程模式進行假設驗證分析。研究結果顯示，在消費者使用AR線上虛擬試妝中，AR特徵的擴增性與生動性對於情緒模型的支配情緒有正向顯著的影響，而情緒模型PAD相互關連性中的支配情緒會對喚醒情緒有直接影響，並顯著影響愉悅情緒的產生，此外愉悅情緒亦對購買意願有顯著的關聯性。

關鍵字：購買意願、擴增實境、情緒模型、SOR模型

摘要(英)

Abstract
The application of augmented reality (AR) has been accelerated with the continuous progress of artificial intelligence (AI), & its application has also been extended to various scenes of people′s lives, & making people′s life & work more convenient. Recently, AR has been widely used in advertising & marketing. It enhances the user′s experience in the consumption process by interacting with consumers, thereby increasing the purchase intentions. Today, the most major beauty br&s do also apply augmented reality on their beauty technology application to provide try-on service on their websites.
This research aimed at the purchase intention of beauty products by augmented reality application. Using the SOR model, the characteristics of augmented reality are used as pre-factors. In order to underst& the consumers’ emotion, the emotional model - PAD is used as mediating variables to explore the influence of the above factors on consumers′ purchase intention. In this research, it adopted an online questionnaire survey, & the people is the potential consumers of beauty products in Taiwan were taken as the research object. A total of 407 valid questionnaires were collected, which the hypothesis, validation, & analysis were verified by SEM (Structural Equation Modeling). This research illustrates that the AR features of augmentation & vividness have a significant impact with dominance in the AR online try-on service. In the emotional model, the dominance has a direct impact on the arousal, & then the arousal significantly affect the pleasure. In addition, the pleasure has a positive impact to purchase intention.
Keywords: Purchase Intentions, Augmented Reality, Emotional Model , SOR Model

關鍵字(中)

★ 購買意願
★ 擴增實境
★ 情緒模型
★ SOR模型

關鍵字(英)

★ Purchase Intentions
★ Augmented Reality
★ Emotional Model
★ SOR Model

論文目次

目錄
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VI
第一章緒論 1
1-1研究背景與動機 1
1-2研究目的 4
1-3研究流程 5
第二章文獻探討 6
2-1 擴增實境 6
2-2　AR技術特徵 7
2-2-1擴增性 8
2-2-2互動性 8
2-2-3生動性 9
2-3 SOR模型 9
2-4 情緒模型 11
2-5 購買意願 13
第三章研究方法 14
3-1研究架構 15
3-2研究假設 15
3-3變數操作型定義及問項 19
3-4研究對象與資料來源 22
3-5統計分析方法 23
3-5-1樣本資料分析 23
3-5-2信度檢定 23
3-5-3效度檢定 24
3-5-4假設驗證 25
第四章資料分析與研究驗證 29
4-1 樣本基本資料分析 29
4-2 研究構面敘述性統計分析 31
4-3測量模型之信效度分析 33
4-3-1信度分析 33
4-3-2效度分析 34
4-4結構模型路徑分析 38
4-4-1研究模型配適度檢定 38
4-4-2模型分析結果與討論 39
第五章結論與建議 43
5-1結論 43
5-2研究意涵 44
5-2-1學術意涵 44
5-2-2實務建議 46
5-3研究限制與建議 48
參考文獻 49
附錄一問卷 59

表目錄
表 1 AR線上試妝體驗之定義與問項 20
表 2 情緒模型變數之定義與問項 21
表 3購買意願之定義與問項 22
表 4 配適指標參考值 26
表 5 人口統計變項資料 30
表 6使用網購美妝品之狀況 31
表 7問項平均數統計表 32
表 8各構面之信度分析表 34
表 9驗證性因素分析表 36
表 10變數區別效度分析矩陣 37
表 11整體模型配適度 38
表 12整體模型假說驗證彙整表 42

圖目錄
圖 1本研究流程 5
圖 2本研究架構 15
圖 3模型分析結果與討論 39

參考文獻

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2022-8-12

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