风险态度、皮肤满意度对AR在线试妆影响消费者行为的作用

The Role of Risk Attitude and Skin Satisfaction in Influencing Consumers’Behaviours in AR Virtual Makeup

由于数字化技术的发展,零售业近年来经历了翻天覆地的变化,为了方便消费者选择适合自身肤色等特征的美妆产品,品牌借助增强现实技术为其提供在线试妆功能,但在线试妆会由于各种原因出现服务失败的情况。为了讨论增强现实网购和传统网购造成服务失败之间的不同,本文基于期望不一致理论,采用问卷调查法及情境实验法,邀请了278名女性消费者参与实验调查,从而研究增强现实在线试妆技术在不同消费者特征下服务失败对消费者预期、消费者满意度、消费者回购意愿的影响。研究发现,增强现实网购可以提高消费者预期,消费者特征会对预期有影响作用;当出现服务失败,消费者预期越高,则满意度越低,回购意愿越低。这些研究结果可以为美妆品牌创造高效的购物环境提供一定的参考建议。

Due to the development of digital technologies,the retail industry has experienced radical changes in recent years.To facilitate consumers to choose beauty products suitable for their skin color and other characteristics,brands provide them with AR virtual makeup technology,but the virtual makeup technology can be subject to service failure due to many reasons.To discuss the differences between service failure caused by AR online shopping and traditional online shopping,this paper,based on the theory of expectation inconsistency,adopts the questionnaire survey method and the contextual experiment method,invites 278 female consumers to participate in the experimental survey,to study the impact of service failure of AR virtual makeup technology on consumer expectations,consumer satisfaction,and consumer repurchase intentions under different consumer characteristics.It is found that AR online shopping can improve consumer expectations,and consumer characteristics will have an impact on expectations;when there is a service failure,the higher the consumer expectations are,the lower the satisfaction is,and the lower the repurchase intentions are,which provides some suggestions for beauty brands to create an efficient shopping environment.