基于技术接受模型的增强现实(AR)硬件消费行为研究

Research on AR Hardware Consumption Behavior Based on Technology Acceptance Model

虚拟技术的发展离不开硬件设备的消费与普及。通过爬取京东商品数据,本文共采集397件增强现实(Augmented Reality,AR)硬件商品、56374条评论数据;运用Jieba分词工具与语义分析,对商品评论关键词的内容、频率、情感进行分析。结合灵活性、可穿戴性、可负担性、移动性、沉浸性、实用性与视觉七大因素的操作化指标,本文验证了技术接受模型中易用性、有用性与产品购买、评价的相关关系,并发现沉浸性、可负担性与AR设备消费有较强关系。

The development of virtual technology is inseparable from the consumption and popularization of hardware equipment.By crawling the commodity data of Jingdong,this paper collected 397 AR(Augmented Reality)hardware commodities and 56,374 comments.The Jieba word segmentation tool and semantic analysis were used to analyze the content,frequency,and sentiment of key words in product reviews.By incorporating indicators such as flexibility,wearability,affordability,mobility,immersion,practicability and visual appeal,this study validated the relationship between ease of use,usefulness,and product purchase intention and evaluation in the technology acceptance model.It further demonstrated a strong relationship between immersion and affordability with AR device consumption.