臺灣博碩士論文加值系統

線上購物的出現大大的改變人們的消費習慣，讓消費者一天24小時都可以下單，也可以不用出門就能買到需要或想要的商品，但會有收到商品時與想像中的不太一樣的隱憂，因此近年來有企業開始將擴增實境技術與購物體驗結合起來，讓消費者可以藉由手機隔空試用商品。故本研究以探討使用者體驗擴增實境購物網站後影響購買意願之因素，並採用問卷調查法，共回收412份有效問卷進行分析，最後結果得出購物網站有擴增實境以及使用經驗都會影響購買意願。

The emergence of online shopping has greatly changed people''s consumption habits, Let consumers to place orders 24 hours a day, You can also buy what you need or want without going out, But there will be hidden worries that are different from what you imagined when you receive the goods. Therefore, in recent years, some companies have begun to combine augmented reality technology with shopping experience, let consumers to try out products on their mobile phones. Therefore, this research aims to explore the factors that influence purchase intention after users experience augmented reality shopping websites, And use questionnaire survey. A total of 412 valid questionnaires were collected for analysis, The final result is that the augmented reality and experience of the shopping website will affect the purchase intention.

目錄
摘要 .................................................................................................................................. I
Abstract ........................................................................................................................ II
誌謝 .............................................................................................................................. III
目錄 ............................................................................................................................... IV
圖目錄 .......................................................................................................................... VI
表目錄 ........................................................................................................................ VII
第 1 章 緒論 ................................................................................................................. 1
1.1 研究背景............................................................................................................................... 1
1.2 研究動機............................................................................................................................... 1
1.3 研究目的............................................................................................................................... 2
1.4 研究問題............................................................................................................................... 2
1.5 研究流程............................................................................................................................... 2
第 2 章 文獻探討 ........................................................................................................ 4
2.1 擴增實境.............................................................................................................................. 4
2.2 沈浸體驗............................................................................................................................... 6
2.3 廣告記憶............................................................................................................................... 7
2.4 廣告態度............................................................................................................................... 7
2.5 視覺吸引力.......................................................................................................................... 8
2.6 購買意願............................................................................................................................... 9
第 3 章 研究方法 ..................................................................................................... 11
3.1 研究架構............................................................................................................................ 11
3.2 研究變數定義與操作化............................................................................................... 12
3.3 研究假設............................................................................................................................ 13
3.4 研究設計............................................................................................................................ 14
第 4 章 研究資料分析與結果 ............................................................................. 19
4.1 樣本資料分析.................................................................................................................. 19
4.1.1 性別........................................................................................................................................... 19
4.1.2 年齡........................................................................................................................................... 20
4.1.3 教育程度................................................................................................................................. 23
4.1.4 職業........................................................................................................................................... 27
4.1.5 IKEA 購物網站使用經驗............................................................................................... 28
4.1.6 IKEA Place 使用經驗 ...................................................................................................... 30
4.1.7 全部樣本(購物網站有無擴增實境) .............................................................................. 31
4.2 測量模型信效與效度.................................................................................................... 33
4.2.1 信度分析與收斂效度......................................................................................................... 33
4.2.2 區別效度................................................................................................................................. 36
4.3 模型檢定及假說檢定.................................................................................................... 39
第 5 章 結論與建議 ................................................................................................ 52
5.1 研究結論............................................................................................................................ 52
5.2 研究貢獻............................................................................................................................ 53
5.2.1 學術貢獻................................................................................................................................. 53
5.2.2 實務貢獻................................................................................................................................. 53
5.3 研究限制............................................................................................................................ 54
5.4 未來研究方向.................................................................................................................. 54
參考文獻 ..................................................................................................................... 55
附錄、問卷 ................................................................................................................ 60
圖目錄
圖 1-1 研究架構圖 ....................................................................................................................... 3
圖 2-1 混合實境的定義.............................................................................................................. 4
圖 3-1 研究架構圖 ..................................................................................................................... 11
圖 3-2 IKEA Place ....................................................................................................................... 17
圖 3-3 實驗流程.......................................................................................................................... 18
圖 4-1 IKEA 購物網站路徑係數圖 ..................................................................................... 40
圖 4-2 IKEA Place 路徑係數圖............................................................................................. 42
圖 4-3 有使用過 IKEA 購物網站路徑係數圖................................................................ 44
圖 4-4 沒使用過 IKEA 購物網站路徑係數圖................................................................ 45
圖 4-5 有使用過 IKEA Place 路徑係數圖........................................................................ 47
圖 4-6 沒使用過 IKEA Place 路徑係數圖........................................................................ 48
圖 4-7 整體架構路徑係數圖................................................................................................. 50
表目錄
表 3-1 研究變數定義與操作化............................................................................................ 12
表 3-2 研究假說彙整表........................................................................................................... 13
表 3-3 IKEA 購物網站量表設計.......................................................................................... 14
表 3-4 IKEA Place 擴增實境量表設計 .............................................................................. 15
表 3-5 基本資料衡量問項彙整表......................................................................................... 16
表 4-1 樣本基本資料-性別..................................................................................................... 19
表 4-2 獨立樣本 t 檢定-性別................................................................................................. 19
表 4-3 描述性統計量-性別..................................................................................................... 20
表 4-4 樣本基本資料-年齡..................................................................................................... 20
表 4-5 變異數分析-年齡 ......................................................................................................... 21
表 4-6 LSD 事後比較-年齡..................................................................................................... 22
表 4-7 描述性統計量-年齡..................................................................................................... 22
表 4-8 樣本基本資料-教育程度........................................................................................... 23
表 4-9 變異數分析-教育程度................................................................................................ 23
表 4-10 LSD 事後比較-教育程度 ......................................................................................... 25
表 4-11 描述性統計量-教育程度......................................................................................... 26
表 4-12 樣本基本資料-職業 .................................................................................................. 27
表 4-13 獨立樣本 t 檢定-職業 .............................................................................................. 28
表 4-14 描述性統計量-職業 .................................................................................................. 28
表 4-15 樣本基本資料-IKEA 購物網站使用經驗......................................................... 29
表 4-16 獨立樣本 t 檢定-IKEA 購物網站使用經驗..................................................... 29
表 4-17 描述性統計量-IKEA 購物網站使用經驗......................................................... 29
表 4-18 樣本基本資料-IKEA Place 使用經驗 ................................................................ 30
表 4-19 獨立樣本 t 檢定-IKEA Place 使用經驗 ............................................................ 30
表 4-20 描述性統計量- IKEA Place 使用經驗............................................................... 30
表 4-21 樣本基本資料-全部樣本......................................................................................... 31
表 4-22 獨立樣本 t 檢定-全部樣本..................................................................................... 31
表 4-23 描述性統計量-全部樣本......................................................................................... 32
表 4-24 IKEA 購物網站信度及平均變異抽取量........................................................... 33
表 4-25 IKEA Place 信度及平均變異抽取量 .................................................................. 34
表 4-26 IKEA 購物網站各構面效度總表.......................................................................... 34
表 4-27 IKEA Place 各構面效度總表................................................................................. 35
表 4-28 IKEA 購物網站相關係數矩陣 .............................................................................. 36
表 4-29 IKEA Place 相關係數矩陣...................................................................................... 36
表 4-30 IKEA 購物網站交叉負荷矩陣 .............................................................................. 37
表 4-31 IKEA Place 交叉負荷矩陣...................................................................................... 38
表 4-32 IKEA 購物網站回歸分析........................................................................................ 39
表 4-33 IKEA Place 回歸分析............................................................................................... 41
表 4-34 有使用過 IKEA 購物網站回歸分析................................................................... 43
表 4-35 沒使用過 IKEA 購物網站回歸分析................................................................... 45
表 4-36 有使用過 IKEA Place 回歸分析.......................................................................... 46
表 4-37 沒使用過 IKEA Place 回歸分析.......................................................................... 48
表 4-38 整體架構回歸分析.................................................................................................... 49
表 4-39 整體假說檢定結果彙整.......................................................................................... 51

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