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研究生:陳偉正
研究生(外文):Chen, Wei-Cheng
論文名稱:擴增實境虛擬體驗在購買意圖之效果-以傢俱展示APP為例
論文名稱(外文):The Effect of Augmented Reality Virtual Experience on Purchase Intention: The Case of Furniture Exhibition APP
指導教授:莊懿妃莊懿妃引用關係
指導教授(外文):Chuang, Yi-Fei
口試委員:謝佳宏陳宥杉
口試委員(外文):Hsieh,Chia-HungChen, Yu-Shan
口試日期:2018-05-25
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:56
中文關鍵詞:擴增實境虛擬體驗知覺價值購買意圖
外文關鍵詞:Virtual experienceAugmented realityPerceived ValuePurchase intention
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傢俱零售業運用手機APP之擴增實境讓消費者可以事先模擬擺放傢俱,瞭解想要購買的產品詳細內容是否符合消費者需求,也是否可以擺放於家中,本研究想要討論擴增實境中的虛擬體驗內容有甚麼?消費者在虛擬體驗以後對顧客價值的效果是甚麼?消費者AR虛擬體驗是如何透過知覺價值影響顧客的購買意願?
本研究採用『iStaging』進行受測工具,讓受測者操作完畢後進行問卷調查,有效問卷共343份,先進行假說建立與模型建構,問卷回收後使用SmartPLS做統計分析,驗證本研究提出的假說。研究結果發現:(1) 內容體驗與系統體驗形成虛擬體驗。(2) 虛擬體驗會正向影響功利價值與娛樂價值。(3) 功利價值與娛樂價值也會正向影響消費者的購買意願。(4) 虛擬體驗也會直接正向影響消費者購買意願。本研究可以提供給傢俱零售業者一些建議,讓他們在未來相關APP設計上該注意那些細節,能藉由這APP的AR體驗來增加消費者的購買意願,讓公司知道消費者在操作APP的AR模擬虛擬體驗時,有什麼樣的因素能讓消費者的虛擬體驗達到滿意程度,進而藉由知覺價值影響消費者的購買意願。

Furniture retailers use mobile APP and augmented reality to let consumers simulate the spatial planning of furniture in advance. Understand the details of the products and whether it conforms to consumers demand, and whether the products can be set out in house or not. The purpose of this study is to investigate the content of virtual experience in augmented reality. What is the effect of customer value after virtual experience on consumers? How does AR virtual experience affect customer's purchase intention through perceived value?
Method of this study used “iStaging” to be the testing tool. Conduct the questionnaire survey after testees finished the operation. Total of 343 valid questionnaires were used in this study. In the first step, constructed the hypothesis and established the model. After retrieved the questionnaires, used SmartPLS for statistical analysis and verified the hypothesis. The results are listed as follows: (1) Both content experience and system experience were positively related to virtual experience. (2) Virtual experience will positively affect utilitarian value and hedonic value. (3) Utilitarian value and hedonic value will also positively affect consumers' purchase intention. (4) Virtual experience will also directly and positively affect consumers' purchase intention. This research provided some suggestions for furniture retailers to let them pay attention to those details in APP designs in the future. It can also increase consumers' purchase intention through the APP's AR experience. Let the company know what factors can satisfy consumers' virtual experience when they were operating the APP's AR virtual experience, and then influence consumers' purchase intention through the perceived value.

目錄 Ⅰ
圖目錄 III
表目錄 IV
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的與問題 2
1.4 研究流程 3
第二章 文獻探討 5
2.1 體驗 5
2.2 虛擬體驗 7
2.3 知覺價值 10
2.4 顧客購買意願 12
第三章 研究方法 13
3.1 研究架構 13
3.2 研究假說 14
3.2.1層級式虛擬體驗 14
3.2.2虛擬體驗與顧客價值 15
3.2.3顧客價值與購買意願 15
3.2.4虛擬體驗與購買意願 16
3.3 變數操作型定義 17
3.4 研究範圍與抽樣對象 19
3.5 問卷設計 19
3.6 資料分析方法 19
第四章 資料分析與結果 22
4.1問卷回收與敘述性統計分析 22
4.1.1問卷回收概況 22
4.1.2基本統計資料分析 22
4.2信效度分析 28
4.2.1反映型測量模型 28
4.2.2虛擬體驗二階式測量模型 31
4.3假說檢定 31
4.4 討論 34
第五章 結論與建議 36
5.1 研究結論 36
5.2 管理意涵 37
5.3 研究限制與建議 38
參考文獻 39
附錄一 問卷 46

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二、中文部分
1.王舜賢(2010)。飲食類虛擬博物館體驗行是探討。國立高雄餐旅大學台灣飲食文化產業研究所。
2.吳淑鶯、蕭雅如、林婉婷、何雅琳、黃詵莤、紀伯融。(2012)。綠色行銷對知覺品質、知覺價格、知覺風險、知覺價值及購買意願的影響―以有機食品為例。創新與經營管理學刊,第三卷第一期,19-41頁。
3.陳耀茂。(2003)。《服務行銷與管理》。台北市,高立書局。
4.趙雅玲。(2001)。擴增實境技術應用於虛擬校園導覽系統-以國立臺東大學之人文學院為例。國立臺東大學。
5.劉元安、謝益銘、陳育慧。(2006)。探索餐飲業之體驗行銷-星巴克咖啡公司之個案研究。人類類發展與家庭學報,2006 ; 9 : 60-87。
6.劉峰廷。(2010)。體驗行銷與消費者我族中心主義對購買意願之影響-以興隆毛巾觀光工廠為例。國立中山大學共事務管理研究所未出版之碩士論文。
7.蔡孟庭。(2013)。品牌傳播應用擴增實境技術之可行性初探研究–以IKEA 2013產品型錄為例。

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9. 價格促銷、善因行銷與從眾行為對消費者知覺價值及購買意願之研究-以美食團購為例
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