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研究生:林佳慧
研究生(外文):LIN, JIA-HUI
論文名稱:探討AR濾鏡對使用者體驗真實性與品牌形象感知之影響
論文名稱(外文):Exploring the effect of AR filter on user’s realism of the experience and perceived brand image
指導教授:林勝為林勝為引用關係
口試委員:羅亦斯黃國華
口試日期:2023-06-29
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:117
中文關鍵詞:AR 濾鏡特徵體驗真實性品牌形象感知SOR 模型認知適配度情感適配度沉浸感
外文關鍵詞:AR filter feature factorsRealism of the experienceperceived brand imageSOR modelcognitive fitemotional fitimmersion
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過去有關 AR 技術應用於消費者的零售體驗之研究已被廣泛探討。隨著社群媒體的盛行,AR 應用服務也逐漸普及於社群媒體,其中最廣為人知的是「AR 濾鏡」服務。由於它同時具備娛樂價值與傳播效果,吸引不少品牌商將它納為新型的行銷工具,藉由社群平台極佳的擴散性與傳播能力,提升社群用戶對品牌的感知形象。然而,過去較少研究以社群媒體為情境,探討品牌商發展的 AR 濾鏡服務能否有效提升消費者品牌形象感知。因此,本研究以 S-O-R 模型為理論架構,探討消費者對 AR 濾鏡特徵的認知,是否影響其體驗真實性,進而影響其品牌形象感知。本研究是以問卷調查法進行資料收集,受測對象為曾經在社群媒體體驗品牌商發展的AR濾鏡之使用者,共回收 390 份有效樣本,並利用 Smart PLS、SPSS 等統計軟體進行資料分析,此外,本研究結合結構方程模式及模糊集質性比較分析法,進一步探究 AR 濾鏡與品牌形象感知的影響因素。研究結果顯示,AR 濾鏡特徵因素中的互動性、生動性皆正向影響認知適配度及沉浸感;而擴增性僅對情感適配度有顯著影響;美學性正向影響使用者體驗真實性的所有變數。認知適配度及情感適配度顯著影響使用者的品牌形象感知。本研究能彌補過去 AR 濾鏡之研究缺口,並為後續 AR 濾鏡的研究奠定基礎,研究結果能提供學術與實務重要意涵。
Following its extensive application in study on consumers' retail experience, AR (augmented reality) technology has been increasingly applied in social media, notably the "AR filter" service, which has been embraced by quite a few brands as a novel marketing tool, taking advantage of its entertaining value and dissemination effect to boost brands' perceived image among consumers. However, there have been fewer studies that examine the effectiveness of brand-developed AR filter services in enhancing consumer perceptions of brand image in the context of social media. To bridge the research gap, the study, based on the S-O-R model, looked into the effect of consumers' cognition of AR-filter features on the realism of their experience and thus their perceived brand image. This study was carried out via a questionnaire survey to collect 390 valid samples for users who had used AR filters developed by brand-developed in social media, and use Smart PLS 4.0 and SPSS for data analysis. In addition, this study combines structural equation model (SEM) and fuzzy sets qualitative comparative analysis (fsQCA) method to further explore the influencing factors of AR filter and perceived brand image. The results indicate that interactivity and vividness, two features of AR filters, positively influence cognitive fit and immersion. Augmentation, on the other hand, only significantly affects emotional fit. Aesthetic positively impacts all variables related to the user’s realism of experience. Cognitive fit and emotional fit significantly influence users' perceptions of brand image. The study can bridge the gap in the research field and lay the foundation for follow-up AR filter research, with its findings having both academic and practical implications for this field.
目錄 i
圖目錄 iv
表目錄 v
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 5
1.3 研究流程 7
第二章 文獻探討 9
2.1 擴增實境(Augmented Reality, AR)介紹 9
2.1.1 擴增實境相關研究 12
2.2.2 AR濾鏡相關研究 15
2.2 刺激-有機體-反應(Stimulus-Organism-Response, S-O-R)理論 18
2.3 外在刺激:AR濾鏡特徵因素(AR filter feature factors) 20
2.3.1 互動性(Interactivity) 21
2.3.2 生動性(Vividness) 22
2.3.3 擴增性(Augmentation) 23
2.3.4 美學性(Aesthetics) 24
2.4 有機體:體驗真實性(Realism of the Experience) 25
2.4.1 認知適配度(Cognitive Fit) 25
2.4.2 情感適配度(Emotional Fit) 26
2.4.3 沉浸感(Immersion) 26
2.5 行為反應:品牌形象感知(Perceived Brand Image) 27
第三章 研究方法 29
3.1 研究架構 29
3.2 研究假說 30
3.2.1 社群媒體之AR濾鏡特徵對體驗真實性之影響 31
3.2.2 沉浸感對認知、情感適配度之影響 36
3.2.3 認知、情感適配度對品牌形象感知之影響 37
3.3 研究變數之操作型定義與衡量問項 38
3.3.1 研究變數之操作型定義 39
3.3.2 研究變數之衡量問項 40
3.3.3 控制變數——電子口碑 44
3.4 研究設計 45
3.4.1 研究對象與研究方法 45
3.4.2 問卷設計與進行方式 45
第四章 資料分析方法 47
4.1 敘述性統計分析 47
4.1.1 問卷發放與回收情形 47
4.1.2 樣本基本資料分析 48
4.1.3 社群媒體AR濾鏡使用分析 50
4.2 測量模型分析 52
4.2.1 信度分析 52
4.2.2 效度分析 53
4.3 結構模型分析 56
4.3.1 模型解釋力、預測力與適配度 56
4.3.2 路徑係數與假說檢定 58
4.4 共同方法變異(Common Method Variance, CMV) 61
4.5 中介效果分析(Mediation Analysis) 65
4.6 多群組分析(Multi-group Analysis, MGA) 66
4.7 重要性-表現圖像分析(Importance-Performance Map Analysis, IPMA) 67
4.8 模糊集質性比較分析 (fuzzy sets Qualitative Comparative Analysis, fsQCA) 69
第五章 結論與建議 75
5.1 研究結果與討論 75
5.1.1 AR濾鏡之特徵因素對體驗真實性之影響 75
5.1.2 沉浸感對適配度之影響 77
5.1.3 適配度對品牌形象感知之影響 78
5.2 研究貢獻 79
5.2.1 學術意涵 79
5.2.2 實務意涵 80
5.3 研究限制與未來研究方向 81
中文文獻 83
英文文獻 84
附錄 102

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