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论文编号：	13795
作者编号：	1120191049
上传时间：	2023/3/14 15:03:09
中文题目：	购物网站情景下AR功能对消费者购买意向的影响研究 ---基于体验和任务导向视角
英文题目：	Research on The Influence of AR Function on Consumers'''''''' Purchase Intention in The Context of Shopping Websites -- Based on Experience and Task-oriented Perspective
指导老师：	李东进
中文关键字：	增强现实技术（AR）；购物网站；心理所有权；体验导向；任务导 向
英文关键字：	Augmented Reality technology ； online shopping website ； psychologicalownership； experience orientation；task orientation
中文摘要：	随着电子商务的发展以及消费者在线购买需求的增加，创新网络购物平台已成为 B2C 零售商强有力的竞争手段。为了提升网络购物平台竞争力，吸引现有或者潜在消费者，零售商着手将高科技技术应用于零售领域。高科技在零售业中的应用也得到了学者的广泛关注，现有研究从信息学，社会学，心理学以及市场营销学角度探讨了高科技在零售业中的应用对消费者行为的影响。现阶段在众多高科技技术中，增强现实技术（以下简称 AR）得到了零售商的青睐，从消费者角度而言，消费者在使用现有网络购物平台时仅依据产品信息和其他用户评论做出购买决策，而嵌入了 AR 技术的购物网站可以帮助消费者进行在线商品筛选和体验，为消费者提供多样化的在线购买服务。从信息角度而言，较之于嵌入了 AR 的购物网站，现有网络购物平台多采用 2D 技术为消费者展示平面产品信息，消费者在购买过程中无法准确判断产品与自身的匹配程度，因而消费者在在线购买过程中会面临较高的不确定性，而嵌入了 AR 功能的购物网站为消费者提供了多样化的产品信息，降低了消费者在线购买的不确定性。从产品选择角度而言，与单纯 AR 购物软件相比，嵌入了 AR 功能的购物网站为消费者提供了更为丰富的品牌，扩充了消费者的选择集。从企业角度而言，与开发全新 AR 购物软件相比，将 AR 嵌入在购物网站中可以节约企业成本，降低企业风险。因此可知，嵌入了 AR 功能的购物软件具有较为广泛的应用前景。现阶段单纯的 AR 购物软件比嵌入了 AR 功能的购物网站更为成熟，且嵌入了 AR 功能的购物网站尚处于初期发展阶段，对消费者影响尚不明显。但在购物网站和 AR 功能两种因素的共同作用下，消费者的心理和行为与其单纯使用 AR 购物软件和购物网站存在区别，因此有必要对嵌入了 AR 功能的购物软件影响消费者行为的机制进行探究。 目前现有研究大多基于用户体验角度探讨了 AR 技术在零售业应用的初级阶段对用户心理和行为的影响。但随着技术的发展和普及，技术应用带来的问题或是消极影响也会不断涌现。本论文既探究了购物网站情景下 AR 技术应用现阶段对消费者行为的影响，同时也超越技术应用现阶段，探究了技术发展后期对消费者行为的影响。确切来说，技术发展初期强调技术带给用户的体验感，而技术发展后期即技术成熟阶段，强调的是技术帮助用户实现目标或者完成任务的能力。基于此，本论文从体验导向和任务导向两个角度探究了购物网站情景下 AR 功能对消费者使用网站后购买意愿的影响。本论文基于心理学，社会学，信息学和消费者行为学理论，构建了并列多重链式中介模型，从体验导向探讨了购物网站情景下 AR 功能对消费者购买意向的积极影响，从任务导向探讨了购物网站情景下 AR 功能对消费者购买意向的消极影响，以及相应的边界条件。本研究的研究结果对 B2C 零售商在购物网站中应用 AR 技术提供了指导，也为消费者如何选择在线购买方式提供了建议。 本论文包含了八章节的内容，第一章为引言，介绍了本论文的研究背景和主要研究问题，阐述了本论文的创新点，研究方法，研究意义，研究路线图和研究框架图。第二章为文献综述部分，包括了 AR，心理所有权，感知风险，感知冲突，感知过载，感知有用性，感知易用性，心流，自我建构，产品卷入度等相关文献梳理和现有研究。第三章为定性研究，第四章，第五章，第六章和第七章为定量研究，具体有预实验，体验导向和任务导向的定量研究和假设检验。第八章为研究总结，研究意义，研究不足和未来研究展望。 本论文的研究贡献主要有以下几个方面，第一，本论文研究结果发现了购物网站情景下 AR 功能对消费者使用该网站后的购买意向存在正反两方面影响，且本研究首次从体验导向和任务导向两方面探究了购物网站情景下 AR 功能对消费者使用网站后购买意向的影响以及内在机制。第二，本研究发现了消费者在购物网站情景下使用 AR 功能时存在链式，并列多重中介反应机制，进一步深化和完善了 AR 在消费者行为领域的研究以及网络购物在消费者行为领域的研究。第三，本文的研究将多学科理论融合，从新的研究视角探究购物网站情景下消费者使用 AR 功能对其行为的影响。另外，本文的研究首次从体验导向和任务导向角度对 AR 影响消费者行为进行了划分。第四，本论文首次探究了心流，消费者对产品需要的急迫程度对消费者心理所有权的影响，对心理所有权的研究起到了补充和完善的作用。第五，本论文的研究是 AR 研究领域中第一个测量消费者在购物网站情景下使用 AR 功能产生消极心理机制的实验研究。因此本研究具有前瞻性和探索性。第六，本论文基于技术发展现阶段以及超越了现有技术发展阶段，探讨了高科技技术对消费者行为的影响，对科技技术应用起到了预测和前瞻的作用。
英文摘要：	With the development of e-commerce and the increase of consumers' demand for online purchases, innovative online shopping platforms have become a powerful means of competition for B2C retailers. In order to enhance the competitiveness of online shopping platforms and attract existing or potential consumers, retailers begin to apply high-tech technology to the retail field. The application of high technology in retail industry has also received extensive attention from scholars. Existing studies have explored the influence of high technology application in retail industry on consumer behavior from the perspectives of informatics, sociology, psychology and marketing. At present, among many high-tech technologies, augmented reality (hereinafter referred to as AR) has been favored by retailers. From the perspective of consumers, consumers only make purchase decisions based on product information and other user comments when using the existing online shopping platform, while shopping websites embedded with AR technology can help consumers to screen and experience products online., and provide consumers with a variety of online purchase services. From the perspective of information, compared with shopping websites embedded with AR, existing online shopping platforms mostly use 2D technology to display flat product information for consumers, and consumers cannot accurately judge the degree of matching between products and themselves in the purchase process, so consumers will face higher uncertainty in the online purchase process. Shopping websites embedded with AR function provide consumers with diversified product information and reduce the uncertainty of consumers' online purchase. From the perspective of product selection, compared with simple AR shopping software, shopping websites embedded with AR function provide consumers with more diversified brands and expand consumers' choice set. From the perspective of enterprises, compared with developing new AR shopping software, embedding AR in shopping websites can save enterprise costs and reduce enterprise risks. Therefore, shopping software embedded with AR function has a broad application prospect. At the present stage, simple AR shopping software is more mature than shopping websites embedded with AR function, and the shopping websites embedded with AR function are still in the early stage of development, and the impact on consumers is not obvious. However, under the combination of shopping website and AR function, consumers' psychology and behavior are different from that of simply using AR shopping software and shopping website. Therefore, it is necessary to explore the mechanism of the influence of shopping software embedded with AR function on consumer behavior. Currently, most of the existing research discusses the positive impact of AR on users based on the perspective of user experience and the initial stage of augmented reality technology development. However, with the development and popularization of technology, the problems and adverse effects of applying technology will emerge. This paper goes beyond the present stage of technology and explores the influence of the later stage of technology development on consumer behavior. This paper, from two aspects, experience-oriented and task-oriented, explores the impact of shopping websites embedded with AR functions on consumer purchase intention after using the websites. This paper constructs a multiple mediation model based on psychology, sociology, informatics, and consumer behavior theory. Specifically, from experience orientation, we discuss the positive impacts of shopping websites embedded with AR functions on consumer purchase intention after using the website.In contrast, from task orientation, we discuss the negative influence of shopping websites embedded with AR functions on consumer purchase intention after using the website. This paper also discusses the corresponding boundary conditions. The results of this study can guide B2C retailers on how to apply AR technology in shopping websites and also provide suggestions for consumers when they choose online purchase methods. This paper consists of five parts and eight chapters. The first part is the introduction, which introduces the research background and main research questions,and explains the innovation points, research methods, research implication, and research framework of this paper. The second part is the literature review, including AR, psychological ownership, perceived risk, perceived conflict, perceived overload, perceived usefulness, perceived ease of use, flow, self-construction, product involvement, and other related research. The third part is qualitative research, and the fourth is quantitative research, which consists of three chapters, including quantitative research and hypothesis testing from experience and task orientation. The fifth part is the conclusion, implication, contribution, and future research prospects. The contribution of this paper is mainly the following aspects. First, this research states that the embedded AR function of shopping websites has both positive and negative effects on consumers' purchase intention. Meanwhile, this is the first time to explore the influences of shopping websites embedded with AR functions on the purchase intention of consumers from experience orientation and task orientation. Second, this study finds that there are multiple mediating mechanisms to release how shopping websites embedded with AR function affect the purchase intention of consumers after using this website, which further deepened and improved the research on AR in the field of consumer behavior and online shopping. Thirdly, this study integrates multiple theories to explore how a shopping website embedded with AR function influences consumers' purchase intention. Moreover, this study is the first to classify AR's influence on consumer behavior from the perspective of experience orientation and task orientation. Fourthly, this paper explores the influence of flow and the urgency of consumers' need for products on consumers' psychological ownership, which plays a complementary role in the research of psychological ownership. Fifth, this paper is the first experimental study to measure the negative psychological mechanism of consumers when they use shopping websites embedded with AR functions during the online shopping process. Sixth, this paper discusses the impact of AR technology on consumer behavior from two perspectives, based on the current stage of technology development and beyond the current stage of technology development.
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