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研究生:郭昱男
研究生(外文):KUO, YU-NAN
論文名稱:探討擴增實境行銷應用於零售商品之購買意願-以臺北捷運為例
論文名稱(外文):Exploring the Purchase Intention of Augmented Reality Marketing of Retail– A Case Study of Taipei Metro
指導教授:王貞淑王貞淑引用關係
指導教授(外文):WANG, CHEN-SHU
口試委員:周棟祥陳凱瀛王貞淑
口試委員(外文):ZHOU, DONG-XIANGCHEN, KAI-YINGWANG, CHEN-SHU
口試日期:2022-06-20
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院資訊與財金管理EMBA專班
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:75
中文關鍵詞:COVID-19數位轉型AIDA 消費行為模型準實驗法AR 擴增實境AR 行銷商品
外文關鍵詞:COVID-19Digital TransformationAIDA ModelExperimental MethodAugmented RealityAR Marketing Products
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2020年初全球遭受COVID-19疫情影響,各行各業不得不被迫由傳統的線下運作方式,紛紛轉變為線上辦公、會議、交易及進行客戶服務等方式來保持原有的經營績效。一場全球化的數位轉型浪潮正推動著新技術的加速成熟,其中多數的大型企業認為AR/VR技術的發展能為自身的品牌和商品進行推廣行銷,因此相較過去投入更多資金進入AR/VR視覺化應用技術研發,乃至相關之手機、平板、頭戴式顯示器等行動裝置也迅速發展,讓使用者在嘗試接觸擴增實境技術後,不再認為這些過去看似只有在科幻電影中出現的場景會如此遙不可及。對於軌道服務業而言,在這波數位轉型的浪潮中,顯然也無法置之度外,例如臺北捷運從過去僅有的月臺螢幕顯示列車到站服務,進化為手機應用程式便可即時觀看列車動態位置;近期又推出自身電商平台及零售商品服務等。
本研究探討以AIDA消費行為模型為架構,利用「準實驗法」前後測試AR擴增實境應用零售商品上,同一群樣本是否更能夠提高購買意願。量測結果顯示在AR行銷商品上「互動性」較「實用性」影響顯著,另「顧客諮詢」指標顯示AR行銷商品亦能夠提高顧客諮詢意願,同時提高購買意願;冀望此結果可供軌道同業未來考慮導入AR行銷商品時參考。

At the beginning of 2020, the world was affected by the COVID-19 epidemic and all works of life were forced to change from the traditional offline-operational mode to online-operational mode to maintaining the original operating performance. A wave of global digital transformation is driving the accelerated maturation of new technologies. Most of the enterprises believe that the development of AR/VR technology can promote their brands and products, so they invest more money in AR/VR than before. AR/VR visualization application technology research and even related mobile devices such as mobile phones, tablets, head-mounted displays, etc. have also developed rapidly, so that users no longer think that these seem to be only in science fiction movies after trying augmented reality technology. For the railway service industry in this wave of digital transformation, it is obvious that it cannot be ignored. For example, the Taipei Metro has evolved from the only platform screen in the past to display train arrival services.
This study explores the use of AIDA model as the framework to test retailing products of augmented reality application before and after using the "Experimental Method". Observing the same group of samples how to improve the purchase intention. The measurement results show that "interactivity" has a more significant impact than "practicality" on AR marketing products. In addition, the "Customer Query" indicates that AR marketing products can also elevate customers' purchase intention. I hope these research results can be used as reference for other railway industry when considering the introduction of AR marketing products in the future.

中文摘要 i
ABSTACT ii
誌謝 iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 6
第二章 文獻探討 8
2.1 臺北捷運系統之數位轉型 8
2.1.1 台北捷運Go App 8
2.1.2 AI智慧化 10
2.1.3 小額採購全程e化 10
2.1.4 Metro Corner科技創新空間 10
2.2 臺北捷運系統之擴增實境應用 11
2.3 擴增實境 (Augmented Reality, AR) 11
2.3.1 AR之定義 11
2.3.2 結合AR/ VR/ MR之XR延展實境 14
2.3.3 擴增實境發展歷史 15
2.4 AR行銷案例 19
2.4.1 虛擬試衣鏡 20
2.4.2 虛擬家具裝飾 21
2.4.3 室內商家導航 21
2.4.4 品牌推廣 22
2.5 AIDA 消費行為模型理論 24
2.6 準實驗法 25
2.7 AR商品行銷因子假設 27
2.7.1 AR商品的互動性 28
2.7.2 AR商品的實用性 29
2.7.3 AR商品的顧客諮詢 29
第三章 研究方法 31
3.1 研究模型與實驗設計 31
3.2 研究準則與問卷設計 35
3.2.1 研究準則 35
3.2.2 問卷設計 36
3.3 資料分析理論 40
3.3.1 次數分析 40
3.3.2 信度分析和效度分析 40
3.3.3 差異分析和迴歸分析 41
第四章 問卷結果與分析 43
4.1 次數統計分析 43
4.2 信度分析 46
4.3 效度分析 46
4.4 獨立樣本T檢定 48
4.4.1 性別vs購買意願 48
4.4.2 過去經驗vs購買意願 49
4.5 成對樣本T檢定 50
4.6 單因子變異數分析 53
4.7 迴歸分析 54
4.7.1 互動性vs購買意願 54
4.7.2 實用性vs購買意願 55
4.7.3 顧客諮詢vs購買意願 56
4.7.4 互動性&實用性vs顧客諮詢 58
4.7.5 品牌效應 59
4.8 研究假說檢定 60
第五章 結論與建議 61
5.1 研究結論 61
5.1.1 性別和過去經驗 62
5.1.2 AR行銷商品vs 傳統行銷商品 62
5.1.3 年齡、學歷及每月搭乘捷運次數 62
5.1.4 互動性、實用性及顧客諮詢 63
5.1.5 AR行銷的品牌效應 64
5.2 管理實務與建議 65
5.3 研究限制與未來方向 66
參考文獻 67
附錄 72
研究問卷 72

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