跳到主要內容

臺灣博碩士論文加值系統

(100.28.0.143) 您好!臺灣時間:2024/07/14 23:29
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:甘夢婉
研究生(外文):Kamolwan Saiphanas
論文名稱:Determinants of Online Purchase Intention toward AR Feature via Mobile Cosmetic Shopping Application
論文名稱(外文):Determinants of Online Purchase Intention toward AR Feature via Mobile Cosmetic Shopping Application
指導教授:Behzad Foroughi
指導教授(外文):Behzad Foroughi
口試委員:馬宗洸梁靜文
口試委員(外文):Tsung-Kuang MaRosanna Leung
口試日期:2023-06-14
學位類別:碩士
校院名稱:義守大學
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:2023
畢業學年度:111
語文別:英文
論文頁數:61
中文關鍵詞:
外文關鍵詞:augmented reality (AR)online purchase intentioncustomer satisfactionEnjoymentUsefulnessInteractionNoveltyUser-friendliness
相關次數:
  • 被引用被引用:0
  • 點閱點閱:28
  • 評分評分:
  • 下載下載:2
  • 收藏至我的研究室書目清單書目收藏:1
This study aims to investigate the impact of augmented reality (AR) feature on online customer purchase intention via mobile cosmetic shopping applications (Sephora) in Bangkok, Thailand. The research background highlights the rapid growth of e-commerce, particularly in the beauty and personal care industry, and the significant potential of AR technology to transform the shopping experience.
The stimulus organism response (SOR) model is adopted to analyze the influence of various AR characteristics (usefulness, interactivity, novelty, user-friendliness and enjoyment) on customer satisfaction and to examine customer satisfaction on online purchase intentions. Quantitative method was conducted with 400 samples in Bangkok, Thailand who had prior experience using AR feature (Sephora Virtual Artist) on Sephora mobile cosmetic shopping application. The sampling data was collected through online questionnaires within one-month period.
The findings have shown that usefulness, novelty, user-friendliness and enjoyment of AR feature positively impact customer satisfaction, whereas there is a non-significance between the relationship of interactivity of AR feature and customer satisfaction. However, the relationship between customer satisfaction and online purchase intention was confirmed.
This study could help businesses in cosmetic industry to develop more effective strategies in leveraging AR technology on mobile shopping applications to increase online customer engagement and revenue.
List of Tables v
List of Figures vi
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Case Selection 3
1.3 Research Topic 5
1.4 Problem Statement and Research Objectives 5
1.4.1 Research Objectives 5
1.4.2 Research Questions 6
1.5 Research Significance 7
Chapter 2 LITERATURE REVIEW 8
2.1 Augmented reality and mobile cosmetic shopping application 8
2.2 SOR model 9
2.3 Characteristics of mobile AR feature as Stimuli 9
2.3.1 Usefulness 9
2.3.2 Interactivity 10
2.3.3 Novelty 12
2.3.4 User-friendliness 13
2.4 Individual internal state resulting from mobile AR feature as Organism 14
2.4.1 Customer satisfaction 14
2.4.2 Enjoyment 14
2.5 Online purchase intention as Response 15
2.6 Research framework and hypotheses summary 16
Chapter 3 METHODOLOGY 19
3.1 Research Design 19
3.2 Sampling and Data Collection 19
3.3 Measures 20
3.4 Data Analysis 22
Chapter 4 Data Analysis and Result 24
4.1 Sample Characterization 24
4.2 Descriptive Statics 25
4.3 Reliability and Validity Analysis 28
4.4 Assessment hypotheses 31
Chapter 5 Discussion 34
5.1 Recapitalization and Discussion 34
5.1.1 The effect of usefulness on customer satisfaction 34
5.1.2 The effect of interactivity on customer satisfaction 34
5.1.3 The effect of novelty on customer satisfaction 35
5.1.4 The effect of user-friendliness on customer satisfaction 35
5.1.5 The effect of enjoyment on customer satisfaction 35
5.1.6 The effect of customer satisfaction on online purchase intention 36
5.2 Theoretical Implications 36
5.3 Managerial Implications 37
5.4 Limitations and Future research 37
5.5 Conclusions 38
References 39
Appendix I 44
Ameen, N., Cheah, J. H., & Kumar, S. (2022). It's all part of the customer journey: The impact of augmented reality, chatbots, and social media on the body image and self‐esteem of Generation Z female consumers. Psychology & Marketing, 39, 2110-2129.
Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International. 5(3), 258 – 274.
Anderson, R., Sweeney, D.J., & Williams, T.A. (2019). Statistics for Business and Economics (14th ed.). Cengage Learning.
Arghashi, V., & Yuksel, C. A. (2022). Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.
Beauty Care - Thailand: Statista market forecast. Statista. (2022, December). Retrieved December 28, 2022, from https://www.statista.com/outlook/dmo/e-commerce/beauty-health-personal-household-care/beauty-care/thailand
Berendsen, B. A., Hendriks, M. R., Meijer, K., Plasqui, G., Schaper, N. C., & Savelberg, H. H. (2014). Which activity monitor to use? Validity, reproducibility and user friendliness of three activity monitors. BMC Public Health, 14(1), 1-11.
Berman, B., & Pollack, D. (2021). Strategies for the successful implementation of augmented reality. Business Horizons, 64(5), 621-630.
Caboni, F., & Hagberg, J. (2019). Augmented reality in retailing: a review of feature, applications and value. International Journal of Retail & Distribution Management. 47(11), 1125-1140.
Chen, Y., & Lin, C. A. (2022). Consumer Decision-Making in an Augmented Reality Environment: Exploring the Effects of Flow via Augmented Realism and Technology Fluidity. Telematics and Informatics, 101833.
Cox, D. S., & Locander, W. B. (1987). Product novelty: does it moderate the relationship between ad attitudes and brand attitudes?. Journal of Advertising, 16(3), 39-44.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Second Edition. Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
Cohen, J. (1992). Quantitative methods in psychology: A power primer. Psychological Bulletin, 112(1), 155-159.
Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological forecasting and social change, 124, 243-256.
Everitt, N. (2022, June 20). Shaping the store of the future. Shaping the store of the future | Edge by Ascential. Retrieved December 27, 2022, from https://www.ascentialedge.com/insights/omnichannel/store-of-the-future
Feng, Y., & Mueller, B. (2019). The state of augmented reality advertising around the globe: A multi-cultural content analysis. Journal of Promotion Management, 25(4), 453-475.
Feng, Y., & Xie, Q. (2019). Ad creativity via augmented reality technology in online video ads: The differential role of novelty, message usefulness, and ad-consumer association. Journal of Promotion Management, 25(6), 907-933.
Gatter, S., Hüttl‐Maack, V., & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers' need for touch?. Psychology & Marketing, 39(3), 508-523.
George, D. and Mallery, P. 2009. SPSS for Windows step by step: A simple guide and reference: 16.0 update, Boston, MA: Pearson Education.
Grigorovici, D. M., & Constantin, C. D. (2004). Experiencing interactive advertising beyond rich media: Impacts of ad type and presence on brand effectiveness in 3D gaming immersive virtual environments. Journal of Interactive Advertising, 5(1), 22-36.
Hassan, A., Ekiz, E., Dadwal, S. S., & Lancaster, G. (2018). Augmented reality adoption by tourism product and service consumers: Some empirical findings. In Augmented Reality and Virtual Reality, 47-64. Springer, Cham.
Hossain, M. S., Zhou, X., & Rahman, M. F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management, 10, 1847979018812323.
Hopp, T., & Gangadharbatla, H. (2016). Novelty effects in augmented reality advertising environments: the influence of exposure time and self-efficacy. Journal of Current Issues & Research in Advertising, 37(2), 113-130.
Hwang, J., Kim, J. J., & Lee, K. W. (2021). Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions. Technological Forecasting and Social Change, 163, 120433.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261.
Jin, B., Kim, G., Moore, M., & Rothenberg, L. (2021). Consumer store experience through virtual reality: its effect on emotional states and perceived store attractiveness. Fashion and Textiles, 8, 1-21.
Khalifa, M., & Liu, V. (2002). Satisfaction with internet-based services: the role of expectations and desires. International Journal of Electronic Commerce, 7(2), 31-49.
Kim, M. J., Lee, C. K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of travel research, 59(1), 69-89.
Kumar, H., Gupta, P., & Chauhan, S. (2022). Meta-analysis of augmented reality marketing. Marketing Intelligence & Planning, (ahead-of-print).
Lee, C. P., & Shim, J. P. (2007). An Empirical Study on User Satisfaction with Mobile Business Applications Use and Hedonism. Journal of Information Technology Theory and Applications, 8, 57-74.
Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization. Online Information Review, 41, 138-154.
McLean, G. (2018). Examining the determinants and outcomes of mobile app engagement-A longitudinal perspective. Computers in Human Behavior, 84, 392-403.
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
Qin, H., Osatuyi, B., & Xu, L. (2021). How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services, 63, 102680.
Rauschnabel, P.A., Felix, R. and Hinsch, C. (2019), “Augmented reality marketing: how mobile AR- apps can improve brands through inspiration”, Journal of Retailing and Consumer Services, 49, 43-53.
Revels, J., Tojib, D., & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal (AMJ), 18, 74-80.
Rohan, R., Dutsinma, F. L. I., Pal, D., & Funilkul, S. (2022). Applying the Stimulus Organism Response Framework to Explain Student’s Academic Self-concept in Online Learning During the COVID-19 Pandemic. In Advances in Data and Information Sciences: Proceedings of ICDIS 2022 (pp. 373-384). Singapore: Springer Nature Singapore.
Saleem, M., Kamarudin, S., Shoaib, H. M., & Nasar, A. (2022). Retail consumers’ behavioral intention to use augmented reality mobile apps in Pakistan. Journal of Internet Commerce, 21(4), 497-525.
Scholz, J. and Duffy, K. (2018), “We are at home: how augmented reality reshapes mobile marketing and consumer-brand relationships”, Journal of Retailing and Consumer Services, 44, 11-23.
Sengupta, A., & Cao, L. (2022). Augmented reality's perceived immersion effect on the customer shopping process: decision-making quality and privacy concerns. International Journal of Retail & Distribution Management, (ahead-of-print).
Sephora: A Technology Foundation That’s More Than Skin Deep and a Digital Success Story That’s More Than Meets the Eyes, 2020. Accessed via https://d3.harvard.edu/platform-digit/submission/sephora-a-technology-foundation-thats-more-than-skin-deep-and-a-digital-success-story-thats-more-than-meets-the-eye/.
Shahab, M. H., Ghazali, E., & Mohtar, M. (2021). The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda. International Journal of Consumer Studies, 45(4), 664-689.
Sheinin, D. A., S. Varki, and C. Ashley. 2011. “The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments.”. Journal of Advertising, 40, 5–18.
Soni, M., Jain, K., & Kumar, B. (2019). Factors affecting the adoption of fashion mobile shopping applications. Journal of Global Fashion Marketing, 10(4), 358-376.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
Statista. (2022, October). AR & VR - Thailand: Statista market forecast. Statista. Retrieved January 3, 2023, from https://www.statista.com/outlook/amo/ar-vr/thailand#revenue
Statistics Solutions. (2021, June 9). Pearson’s Correlation Coefficient. https://www.statisticssolutions.com/free-resources/directory-of-statistical- analyses/pearsons-correlation-coefficient/
Talukdar, N., & Yu, S. (2021). Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction. Journal of Strategic Marketing, 1-25.
Tan, Y. C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented reality in retail and its impact on sales. Journal of Marketing, 86(1), 48-66.
Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS quarterly, 695-704.
Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299.
Vieira, V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business research, 66(9), 1420-1426.
Vieira, V. A., Rafael, D. N., & Agnihotri, R. (2022). Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values. Journal of Business Research, 151, 170-184.
Wang, Y., Ko, E., & Wang, H. (2021). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics. 34(1), 110-131.
Watson, A., Alexander, B. and Salavati, L. (2018), “The impact of experiential augmented reality applications on fashion purchase intention”, International Journal of Retail and Distribution Management, 433-451.
Wu, G. (2005). The mediating role of perceived interactivity in the effect of actual interactivity on attitude toward the website. Journal of Interactive advertising, 5(2), 29-39.
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), 89-103.
Young, G. (2016). Stimulus–Organism–Response Model: SORing to New Heights. In: Unifying Causality and Psychology. Springer, Cham. https://doi.org/10.1007/978-3-319-24094-7_28
Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing. Psychology & Marketing, 39, 1285–1301.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊