增强现实技术对用户网购意愿的影响——以得物AR试穿为例

The Impact of Augmented Reality Technology on Users’Willingness to Shop Online—Taking Dewu AR Fitting as an Example

高退货率、换货率和差评率一直是电商行业亟待解决的难题,AR的出现为解决这一问题提供了新思路。本研究从AR特征属性出发,基于SOR理论和技术接受模型,构建了增强现实技术对用户网购意愿的影响因素模型。通过设计和发放问卷收集数据,运用SPSS和AMOS软件进行统计分析和假设检验,研究发现:AR的交互性、美观性、趣味性对用户网购意愿有正向影响;感知有用性和感知风险在AR特征属性和用户网购意愿之间起着中介作用;产品涉入度在感知风险和网购意愿中起着调节作用。研究的实证结果不仅为电商管理者在电商领域中制定切实有效的营销策略提供了新建议,还为AR技术开发者不断完善和优化增强现实技术提供了新的参考。

High return rates,exchange rates and negative review rates have always been difficult problems that need to be solved urgently in the e-commerce industry.The emergence of AR provides a new idea for solving this problem.Starting from the characteristic attributes of AR,this paper combines the SOR theory and TAM model to construct a model of the influencing factors of augmented reality technology on users’online shopping intention.The data were collected through questionnaires,SPSS and AMOS were used for statistical analysis and hypothesis testing.The study found that:the interactivity,aesthetics,and fun of AR have a positive impact on users’online shopping intention;perceived usefulness and perceived risk play an intermediary role between AR feature attributes and users’willingness to shop online;product involvement plays a moderating role between perceived risk and online shopping intention.The research conclusions of this paper not only provide new suggestions for e-commerce managers to formulate effective marketing strategies in the field of e-commerce,but also provide new references for AR technology developers to constantly improve and optimize augmented reality technology.