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研究生: 郭庭伊
Kuo, Ting-Yi
論文名稱: 擴增實境感知互動程度、體驗視角與自戀程度對消費者行為之影響—以虛擬試妝應用程式為例
The Effect of Perceived Interactivity of Augmented Reality, Viewpoint and Narcissism on Consumer Behavior: A Case Study of Virtual Makeup Application
指導教授: 林慧斐
Lin, Hui-Fei
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 148
中文關鍵詞: 擴增實境虛擬試妝行銷策略感知互動性體驗視角自戀程度沉浸消費者行為
英文關鍵詞: augmented reality, virtual makeup, marketing strategy, perceived interactivity, viewpoint, narcissism, immersion, consumer behavior
DOI URL: http://doi.org/10.6345/NTNU202000153
論文種類: 學術論文
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  • 網路購物的崛起,帶給消費者便利的購物方式,同時也讓業者更為競爭,為了彌補網路購物無法讓消費者直接體驗產品的缺點,擴增實境技術成為眾多品牌採用的新互動科技。擴增實境技術以接近真實的虛擬互動,讓消費者能擁有與真實產品互動的相似感受,對品牌而言,使用擴增實境作為行銷策略,已證實能有效提升產品銷售量。為了解擴增實境作為行銷策略的影響力,本研究以虛擬試妝應用程式為例,探討擴增實境的媒體特徵、體驗方式與使用者個人特質對消費者行為之影響,並加入沉浸作為中介變項進行討論。
    本研究採2(擴增實境感知互動程度:高vs.低)x2(體驗視角:觀看自我vs.觀看熟悉他人)x2(自戀程度:高vs.低)的三因子組間實驗設計,探討上述變項對消費者體驗虛擬試妝應用程式後,對認知態度和購買意圖的影響,以及沉浸對自變項(感知互動程度、體驗視角、自戀程度)與依變項(虛擬試妝態度、產品態度、購買意願)之間的中介效果。
    研究結果顯示,(1)相較於低感知互動程度的圖片試妝,高感知互動程度虛擬鏡像上妝會產生較佳的消費者行為;(2)在高感知互動程度的情境下,觀看自我比觀看熟悉他人有較佳的消費者行為;(3)在觀看自我的虛擬試妝體驗中,高自戀者相較於低自戀者有較佳的消費者行為;(4)沉浸與感知互動程度、體驗視角與自戀程度三者交互對消費者行為沒有起到中介效果。本研究結果再次驗證感知互動性的差異對擴增實境使用的影響,並表明使用者本身的自戀程度對擴增實境技術採用確實有影響。可作為日後制定擴增實境行銷策略之參考。

    Fast-growing online shopping market leads to fierce competition among online retailers. Although it provides convenience to customers, there is an obvious disadvantage of online shopping: the lack of hands-on experience with the products. To make up for this shortcoming, many brands begin to adopt new interactive technology – augmented reality. Augmented reality technology provides users with virtual but realistic interactive experience (enhanced by computer-generated perceptual information) based on authentic products. For brands, applying augmented reality as a marketing strategy has proved to be effective in increasing product sales. In order to understand the influence of augmented reality as a marketing strategy, this study takes the virtual makeup application as an example to examine how augmented reality’s media features, experience viewpoint and user personalities impact on consumer behavior, and also to discuss the mediating role of immersion in facilitating consumer decision making.
    A two (Perceived interactivity of augmented reality: high vs. low) x two (Viewpoint: self-viewing vs. other-viewing) x two (Narcissism: high vs. low) between-subject design was conducted to test if perceived interactivity of augmented reality, viewpoints and narcissism could affect consumer behavior including attitude toward virtual makeup, product attitude and purchase intention, and to observe if the concept of immersion mediate the relationship between independent variables (perceived interactivity of augmented reality, viewpoints, narcissism) and dependent variables (attitude toward virtual makeup, product attitude and purchase intention).
    This study reveals that, (1) compared to lower interactivity of augmented reality perceived, higher interactivity of augmented reality perceived in virtual makeup leads to better consumer behavior; (2)under high interactivity condition, consumers tend to form better attitude toward virtual makeup along with higher purchase intention when viewing themselves rather than viewing others (their friends) trying on a product; (3)under the self-viewing condition, individuals with higher level of narcissism tend to shape better consumer behavior than individuals with lower level of narcissism; (4)immersion was not a significant factor mediating the relationship between perceived interactivity of AR, viewpoint, narcissism and consumer behavior. The results of this study verify the effect of augmented reality in different levels of perceived interactivity and show that the user's degree of narcissism does have an impact on the adoption of augmented reality technology. It can be used as a reference for future development of augmented reality marketing strategies.

    第壹章 緒論 1 第一節 研究背景與目的 1 第二節 研究問題 7 第貳章 文獻探討 8 第一節 行動行銷 8 一、行動行銷的定義 8 二、行動行銷的分類 9 三、小結 13 第二節、擴增實境 14 一、擴增實境的定義 14 二、擴增實境的行銷應用 16 三、擴增實境的相關研究 18 四、擴增實境的感知互動程度 21 五、小結 23 第三節、美妝產品 24 一、美妝產品的定義 24 二、美妝擴增實境服務 24 三、美妝擴增實境相關研究 25 四、小結 26 第四節、體驗視角 27 一、體驗視角之定義 27 二、體驗視角之相關研究 28 三、小結 28 第五節、自我參照效果 30 一、自我參照效果的定義 30 二、行銷廣告中的自我參照效果研究 31 三、小結 32 第六節、自戀 33 一、自戀的定義 33 二、自戀人格特質的相關研究 33 三、小結 34 第七節、沉浸體驗 35 一、沉浸的定義 35 二、沉浸與消費者行為 36 三、沉浸與擴增實境 37 四、沉浸與體驗視角 37 五、沉浸與自戀 38 六、小結 38 第八節、消費者行為 39 一、消費者行為之定義 39 二、消費者行為之衡量 39 三、小結 41 第九節、假設推導 42 一、擴增實境感知互動程度與虛擬試妝態度、產品態度、購買意願的關係 42 二、體驗視角與虛擬試妝態度、產品態度、購買意願的關係 43 三、自戀程度與虛擬試妝態度、產品態度、購買意願的關係 44 四、擴增實境感知互動程度與體驗視角之交互關係 45 五、擴增實境感知互動程度與自戀程度之交互關係 46 六、體驗視角與自戀程度之交互關係 47 七、擴增實境感知互動程度、體驗視角與自戀程度之交互關係 48 八、沉浸之中介效果 50 第參章 研究方法 52 第一節、研究架構 52 第二節、實驗設計與自變項操弄 53 一、實驗設計 53 二、自變項的定義與操弄 54 三、自變項操弄檢定 55 第三節、前測:實驗品牌挑選 57 一、前測 57 二、前測結果 58 第四節、依變項與中介變項測量 59 一、依變項 59 二、中介變項 61 第五節、主實驗刺激物與實驗程序 62 一、主實驗刺激物之呈現 62 二、實驗程序 64 第肆章 研究結果 66 第一節、樣本結構與敘述統計 66 第二節、信度檢測 70 第三節、操弄檢定 72 第四節、研究假設之驗證 73 一、感知互動程度對消費者行為之影響 74 二、體驗視角對消費者行為之影響 75 三、自戀程度對消費者行為之影響 76 四、感知互動程度與體驗視角對消費者行為之影響 77 五、感知互動程度與自戀程度對消費者行為之影響 80 六、體驗視角與自戀程度對消費者行為之影響 82 七、感知互動程度、體驗視角與自戀程度對消費者行為之影響 85 八、中介效果 86 第五節 研究假設檢定結果 97 第伍章 研究結論與建議 100 第一節、研究結果討論 100 一、感知互動程度對消費者行為的影響 100 二、「觀看自我」的體驗視角相較於「觀看熟悉他人」有較佳的消費者行為 101 三、「高自戀程度」相較於「低自戀程度」有較佳的消費者行為 101 四、在「高感知互動」程度的虛擬試妝體驗中,採用「觀看自我」相較於「觀看熟悉他人」有較佳的虛擬試妝態度及購買意願 102 五、在「高感知互動」程度的虛擬試妝體驗中,「高自戀」者相較於「低自戀」者有較佳的產品態度 103 六、在「觀看自我」的虛擬試妝體驗中,「高自戀」者相較於「低自戀」者有較佳的消費者行為 104 七、在「高感知互動」且「觀看自我」的虛擬試妝體驗中,自戀程度的高低對消費者行為無顯著差異 105 八、沉浸的中介影響 107 第二節、研究貢獻 109 一、學術貢獻 109 二、實務貢獻 110 第三節、研究限制及未來研究方向 112 一、研究限制 112 二、未來研究方向 113 參考文獻 115 一、英文部分 115 二、中文部分 133 附錄一、前測問卷 134 附錄二、主實驗問卷 139

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    二、中文部分
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    林洋(2017)。人格特質與女性化妝品消費動機關聯之研究。國立政治大學傳播碩士學位學程碩士論文,台北。
    紅葉八幡宮御朱印(2019)。[官方]紅葉八幡宮御朱印AR的介紹【部落格影音資料】。Retrieved from http://momijihachimangu.or.jp/goshuinar
    唐子晴(2018)。美圖PK玩美移動,看兩大龍頭如何點燃台灣AR美妝市場戰火。數位時代【新聞群組】。取自:https://www.bnext.com.tw/article/50244/ar-makeup-experiences-produce-big-data
    陳彣林(2019)。「衣」試成主顧:沈浸感與臨場感對顧客回應的影響。國立中山大學行銷傳播管理研究所碩士論文,高雄。
    經濟部統計處(2019)。產業經濟統計簡訊-藥品、醫療及化妝品零售業銷售穩健。取自: https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=5661
    資策會(2019)。從2019 Facebook F8看AR、VR發展動態。取自:https://mic.iii.org.tw/industry.aspx?id=351&list=16
    衛生福利部食品藥物管理署(2002)。化粧品衛生管理條例。取自:https://www.fda.gov.tw/TC/lawContent.aspx?cid=55&pn=33&id=794
    蕭君暉(2019)。玩美移動 獲經濟部工業局最佳擴增實境獎。經濟日報【新聞群組】。取自:https://udn.com/news/story/7241/4200190

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