臺灣博碩士論文加值系統

本研究以結構方程模式，探討實體商店透過AR智慧眼鏡提供豐富且完整的商品資訊，其資訊品質以及根據顧客當下瀏覽行為的個人化，是否會影響顧客的購買意圖。並進一步納入顧客的知覺隱私風險與價格意識，以探討知覺隱私風險是否會中介資訊品質與個人化對購買意圖之影響，以及價格意識是否會中介個人化對購買意圖之影響。本研究共獲得有效受測資料366份，研究結果發現（1）AR智慧眼鏡提供的商品資訊，其資訊品質會顯著正向影響購買意圖；（2）AR智慧眼鏡的個人化會顯著正向影響購買意圖；（3）顧客的知覺隱私風險會正向部分中介資訊品質對購買意圖的影響，且負向部分中介個人化對購買意圖的影響；（4）價格意識對個人化與購買意圖間的中介效果則不顯著。

This study uses the Structural Equation Modeling Analysis (SEM) to explore the plenty and complete product information provided by physical stores through Augmented Reality (AR) smart glasses, the information quality and the personalization according to the customer's browsing behavior will affect the customer's purchase intention.It further incorporates the customer's perceived privacy risks and price consciousness to explore whether the perceived privacy risks will mediate the impact of information quality and personalization on purchase intentions, and whether price consciousness mediates the impact of personalization on purchase intentions. A total of 366 valid data were obtained in the study. There are four main results that (1) The information quality provided by AR smart glasses will significantly positive affect the purchase intention; (2) The personalization of AR smart glasses will significantly positive affect the purchase intention; (3) The perceived privacy risk of the customer is positively part mediate the influence of information quality on the purchase intention, and the negative part mediate the personalization affects the purchase intention; (4) The mediation effect of price consciousness between the personalization and the purchase intention is not significant.

1. 緒論..........................................................1
1.1 研究背景......................................................1
1.2 研究動機與問題.................................................2
2. 文獻回顧......................................................4
2.1 購買意圖（Purchase Intention）................................4
2.2 資訊品質（Information Quality）...............................5
2.3 個人化（Personalization）.....................................9
2.4 知覺隱私風險（Perceived Privacy Risks）.......................11
2.5 價格意識（Price Consciousness）...............................13
3. 研究方法......................................................14
3.1 研究架構......................................................14
3.2 研究樣本及資料收集.............................................14
3.3 研究設計......................................................15
3.4 資料分析方法...................................................18
4. 研究分析與結果.................................................20
4.1 描述性統計.....................................................20
4.2 信度檢測.......................................................21
4.3 效度檢測.......................................................22
4.4 整體模型配適度..................................................25
4.5 結構模式分析....................................................26
5. 結論與建議......................................................30
5.1 研究結果與討論..................................................30
5.2 學術貢獻與管理意涵...............................................33
5.3 研究限制........................................................34
5.4 未來研究建議....................................................34
參考文獻................................................................35
附錄....................................................................42

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