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论文编号：	14980
作者编号：	1120201094
上传时间：	2024/12/8 12:18:08
中文题目：	基于增强现实（AR）与三维空间（3D）虚 拟体验技术的产品展示方式对产品评价的 影响研究
英文题目：	The Impact of Product Presentation Modes Using Augmented Reality (AR) and Three Dimensional (3D) Virtual Experience Technologies on Product Evaluation
指导老师：	杜建刚
中文关键字：	三维空间（3D）技术；增强现实（AR）技术；新产品；触觉诊断型产品；奢侈品；产品评价
英文关键字：	Three-Dimensional (3D) technology；Augmented Reality (AR) technology；New products；Tactile diagnostic products；Luxury goods；product evaluation
中文摘要：	随着电子商务和新媒体技术的发展，在线上进行产品展示是吸引用户购买和传递品牌形象的重要方式。然而，电子零售商越来越意识到，单纯依赖文字和静态图片展示已经无法满足消费者日益复杂的需求，因此大量投资于更具沉浸感的产品展示技术，尤其是3D（三维空间）建模、AR（增强现实）、VR（虚拟现实）等新兴技术。这些技术不仅能够模拟接近线下购物的体验，还提供了消费者与产品之间更深层次的互动机会，进而增强产品的吸引力和消费者的购买信心。随着这些技术的迅速进步，在线产品展示的方式正在突破传统的线上体验的局限，朝着更高互动性和沉浸感的方向发展。已有研究表明，这些新兴技术所创造的独特感知体验可以称为“虚拟体验”。这是一种消费者在计算机媒介环境中通过数字技术与产品进行互动时所经历的生动、主动、参与和情感丰富的心理状态。本文将基于虚拟体验这一理论视角，深入探讨新技术在产品展示中的影响机制。 在众多新技术中，3D技术的应用相对成熟，已在现有电子商务平台上得到了广泛应用。与此相比，AR技术因其设备要求的灵活性而备受瞩目。AR技术不仅可以通过独立设备使用，还能通过网页AR功能在手机、电脑等多种设备上灵活应用。这种便利性使得AR技术在近年来受到广泛关注，并逐渐在线上平台上得到推广与应用。在此背景下，本文重点研究3D和AR这两种技术的在产品展示中的应用及其对产品评价的影响。 尽管这些新兴的产品展示技术展现了巨大的潜力，现有研究对它们在产品评价中的具体作用尚未深入系统化探讨。一方面，从虚拟体验的角度来看，虽然许多研究认为虚拟体验介于直接体验与间接体验之间，兼具两者的优势，但这种优势并非在所有情境下都恒定存在。不同的产品展示场景和消费者交互方式可能会显著影响虚拟体验的效果。具体而言，3D和AR这两种技术是否能够在不同产品类型中同样有效地提升消费者的认知？在某些情境下，它们是否可能反而削弱产品评价？这些问题亟需进一步研究。此外，现有研究往往侧重于虚拟体验的积极影响，忽略了其潜在的负面效应。例如，虽然虚拟体验能够提升产品吸引力和用户参与度，其强烈的沉浸感和互动性可能导致过高的消费者期望，从而引发失落感或违和感。这在某些场景下可能产生双刃剑效应，反而削弱整体产品评价。 另一方面，作为新兴产品展示技术的代表，3D和AR展示方式在呈现方式和用户体验模式上存在显著差异。3D展示通常在中性背景下强调产品细节的呈现，帮助消费者从多个角度客观地了解产品；而AR展示则将虚拟产品叠加到真实环境中，增强了产品的情境化体验。这种差异使得两者在不同应用场景中具有各自的优势与局限性。然而，现有研究往往孤立地探讨其中一种技术，忽视了两者之间的对比分析，尚未能揭示各自独特作用机制。 鉴于此，本研究旨在填补现有研究的空白，系统探讨AR和3D这两种产品展示技术在不同产品类型展示中的效果及其作用路径。为深入理解这些技术对各类产品的具体影响，本研究采用了访谈法与实验法相结合的综合研究设计，实施了9个实验，涵盖线上实验室实验与线下实验室实验。研究过程中共招募了1600名参与者，涉及学生样本和社会样本，确保了样本的代表性。并且，为了确保研究的严谨性，本研究在自变量操控中使用了8个不同的产品模型。这些模型通过定制开发或从现有资源库（如Sketchfab）筛选，经过深入筛选和调整以符合实验的视觉与交互要求。模型随后通过Kivicube平台生成AR展示，并通过Realibox平台生成3D展示，确保两种展示形式在高质量互动和视觉表现方面的专业水准和操控的一致性，从而保证研究设计的严谨性和有效性。为全面探讨新兴技术的产品展示方式在产品评价中的作用机制与效果，研究基于虚拟体验视角进行研究，从虚拟体验的特性——模拟性、可供性和距离感出发，分别从三个理论视角展开分析：心理模拟理论、心理可供性理论和心理距离理论，并结合三类代表性产品类型进行深入探讨。具体如下： 首先，基于心理模拟理论视角探讨新产品展示中的AR与3D技术效果。通过两项线下实验和一项线上实验，研究发现，不同展示技术对新产品类型的评价具有匹配效应，并且两种心理模拟类型（分别是基于记忆的心理模拟和基于想象的心理模拟）在其中起到中介作用。对于渐进式新产品（INPs），AR展示方式能够通过将消费者置于实时、熟悉的环境中，利用已有经验，促进基于记忆的心理模拟，从而提升产品评价。而对于革新式新产品（RNPs），由于AR展示方式局限于现有情境，可能会限制消费者的想象力，使其难以打破既有认知框架，从而不利于对产品益处的理解；相比之下，3D展示在中性背景下更客观地展示产品细节，能够更好地支持基于想象的心理模拟，使得消费者可以更自由地探索革新式新产品的潜在价值和更多可能性，从而更有利于革新式新产品的评价。 其次，基于心理可供性理论视角探究研究触觉诊断型产品展示中的AR与3D技术效果。通过一项线下实验和两项线上实验，研究表明，相较于3D展示，AR展示方式对触觉诊断型产品的评价更低。这是因为AR展示通过将产品逼真地呈现于消费者的个人空间中，极大提升了他们对触摸感受的期望值。然而，当这种高触摸预期无法在实际中得到满足时，会导致消费者产生触觉剥夺感，从而降低决策的舒适度，最终影响对触觉诊断型产品的整体评价。 最后，基于心理距离理论视角分析奢侈品展示中的AR和3D技术效果。通过一项线下实验和两项线上实验，发现了相较于3D展示，使用AR展示奢侈品会导致更低的产品态度。并且，心理距离和感知排他性在这一效应中起到中介作用，即AR技术显著减少物理距离感，增强情境感与具体化程度，从而缩短用户与产品之间的心理距离，却进一步引发降低了奢侈品的感知排他性，从而导致对奢侈品评价的下降。此外，虽然AR技术对奢侈品的态度有负面影响，但它对普通产品的评价并无这种负面影响。 总之，通过基于虚拟体验视角分析不同的产品展示技术在这些不同产品类型中的表现，本研究构建了一个关于新兴产品展示技术如何影响产品评价的全面讨论框架。本文的三项子研究均围绕不同的产品展示技术即AR与3D对不同产品类型的影响展开，遵循统一的认知加工框架，即虚拟体验视角下对消费者行为影响的三个理论视角：心理模拟理论视角、心理可供性视角和心理距离视角，并结合三类代表性产品类型（新产品、触觉诊断型产品、奢侈品）进行探究。作为不同的新兴的产品展示技术，在不同的产品情境下呈现出了差异化的效果。本文研究发现， AR和3D技术在不同产品类型中展现了各自特定的适用性与局限性，尤其是，尽管AR技术近年来因其多种技术优势而备受关注，但其应用效果却显现出明显的双刃剑效应。具体来说，AR展示在渐进式新产品的展示中能够更有效地激发基于记忆的心理模拟提升对产品的理解，然而，在革新式新产品的展示中，AR的情境框架却可能限制消费者的想象力，阻碍他们进行基于想象的心理模拟，影响对产品创新性的理解；在触觉诊断型产品的展示中，相比3D展示，AR展示虽然增强了视觉和互动感知，但也显著提升了消费者对触摸体验的预期。当这种触觉预期无法在虚拟环境中得到满足时，会引发强烈的触觉剥夺感，降低消费者的决策舒适度，进而影响对产品的评价；在奢侈品展示中，AR通过缩短消费者与产品之间的心理距离，削弱了奢侈品的稀缺性和排他性，从而降低了消费者的产品态度和评价。相反，3D展示由于保持了更远的心理距离，从而能够维持奢侈品的独特性感知。 本文通过实验法的研究方法深入地探究了AR和3D这两种展示技术在不同产品类型中效果及其作用路径，识别了不同展示技术在产品评价中的差异化影响，为理解虚拟体验技术在产品营销中的应用提供了新的理论视角，并对企业在不同产品情境下选择合适的展示技术具有重要的实践意义。
英文摘要：	With the development of e-commerce and new media technologies, online product presentation has become a crucial means of attracting users and conveying brand image. However, e-retailers are increasingly realizing that solely relying on text and static images is no longer sufficient to meet the growing complexity of consumer demands. As a result, significant investments have been made in more immersive product presentation technologies, particularly emerging innovations like 3D modeling, augmented reality (AR), and virtual reality (VR). These technologies not only simulate an experience akin to in-store shopping but also offer deeper interactive opportunities between consumers and products, thereby enhancing product appeal and boosting consumer confidence in their purchasing decisions. As these technologies rapidly advance, online product presentation is transcending the limitations of traditional online experiences, evolving toward higher levels of interactivity and immersion. Existing research has shown that the unique perceptual experiences created by these emerging technologies can be termed "virtual experiences." These refer to the vivid, active, engaging, and emotionally rich psychological states consumers experience when interacting with products in computer-mediated environments through digital technologies. This study will delve into the impact mechanisms of new technologies in product presentation from the theoretical perspective of virtual experiences. Among these new technologies, the application of 3D modeling is relatively mature and has been widely adopted on existing e-commerce platforms. In contrast, AR technology has gained significant attention due to its flexibility in device requirements. AR can be utilized not only through standalone devices but also via web-based AR features on various devices such as smartphones and computers. This convenience has made AR technology increasingly popular and gradually promoted on online platforms in recent years. Against this backdrop, this paper focuses on studying the applications of 3D and AR technologies in product presentation and their effects on product evaluation. Despite the enormous potential of these emerging product display technologies, existing research has not deeply and systematically explored their specific roles in product evaluation. From the perspective of virtual experience, while many studies suggest that virtual experience bridges direct and indirect experiences, the advantages of this experience are not universally consistent across all contexts. Different product display scenarios and consumer interaction methods may significantly affect the effectiveness of virtual experiences. Specifically, can 3D and AR technologies equally enhance consumer cognition across different product types? In some situations, could they potentially undermine product evaluation? These questions require further investigation. Additionally, existing research often focuses on the positive impacts of virtual experiences while neglecting their potential negative effects. For instance, while virtual experiences can enhance product appeal and user engagement, their strong immersion and interactivity may lead to inflated consumer expectations, resulting in disappointment or cognitive dissonance. This can create a double-edged sword effect in certain scenarios, weakening the overall product evaluation. On the other hand, as representative technologies of virtual experience, 3D and AR display methods exhibit significant differences in presentation styles and user experience patterns. 3D displays typically emphasize product details in a neutral background, helping consumers objectively understand products from multiple angles, while AR displays overlay virtual products in real-world settings, enhancing the contextual experience of products. This difference endows both technologies with unique advantages and limitations in various application scenarios. However, existing research often investigates one technology in isolation, overlooking comparative analyses between the two, which misses the opportunity to reveal their distinct mechanisms of action. In light of this, the current study aims to fill the gap in existing research by systematically exploring the effects and pathways of AR and 3D product display technologies in showcasing different product types. To gain a deeper understanding of these technologies' specific impacts on various products, this study adopts a comprehensive research design combining interviews and experiments, implementing nine experiments that encompass both online and offline lab experiments. A total of 1,600 participants were recruited, including student samples and societal samples, ensuring the representativeness of the sample. Moreover, to ensure the rigor of the research, eight different product models were used in the manipulation of independent variables. These models were either custom-developed or selected from existing resource libraries (e.g., Sketchfab), thoroughly screened and adjusted to meet the visual and interactive requirements of the experiments. The models were then generated for AR display through the Kivicube platform and for 3D display through the Realibox platform, ensuring professional standards and consistency in high-quality interaction and visual performance for both display formats, thereby guaranteeing the rigor and validity of the research design. To comprehensively investigate the mechanisms and effects of emerging technologies in product display on product evaluation, the research is based on the characteristics of virtual experience—simulation, affordance, and distance—analyzing from three theoretical perspectives: mental simulation theory, affordance theory, and psychological distance theory, in conjunction with three representative product types. Specifically: First, from the perspective of mental simulation theory, the effects of AR and 3D technologies in showcasing new products are explored. Through two offline experiments and one online experiment, the study finds that different display technologies have a matching effect on the evaluation of new product types, and both types of mental simulation (memory-based and imagination-based) play a mediating role. For incremental new products (INPs), AR display can enhance product evaluation by placing consumers in a real-time, controllable environment that leverages existing experiences to promote memory-based mental simulation. In contrast, for radical new products (RNPs), the limitations of the AR display in existing contexts may restrict consumers' imagination, making it difficult for them to break existing cognitive frameworks and understand the benefits of the product. Conversely, 3D displays in a neutral background objectively showcase product details, better supporting imagination-based mental simulation, allowing consumers to freely explore the potential value and possibilities of radical new products, thus facilitating the evaluation of these products. Second, based on the perspective of affordance theory, the effects of AR and 3D technologies in showcasing tactile diagnostic products are investigated. Through one offline experiment and two online experiments, the research indicates that, compared to 3D displays, AR displays yield lower evaluations for tactile diagnostic products. This is due to AR presentations realistically displaying products in the consumer's personal space, greatly increasing their expectations for tactile sensations. However, when these high tactile expectations cannot be met in practice, it leads to a sense of tactile deprivation, reducing decision comfort and ultimately affecting the overall evaluation of tactile diagnostic products. Finally, from the perspective of psychological distance theory, the effects of AR and 3D technologies in showcasing luxury goods are analyzed. Through one offline experiment and two online experiments, it was found that using AR to showcase luxury products leads to lower product attitudes compared to 3D displays. Moreover, psychological distance and perceived exclusivity play mediating roles in this effect. Specifically, AR technology significantly reduces the sense of physical distance and enhances situational awareness and specificity, thus shortening the psychological distance between users and products. However, this simultaneously diminishes the perceived exclusivity of luxury goods, leading to a decline in product evaluation. Furthermore, while AR technology negatively impacts luxury products' attitudes, it does not have the same negative effect on ordinary products. In summary, through the analysis of different product display technologies under the perspective of virtual experience, this study constructs a comprehensive discussion framework regarding how emerging product display technologies influence product evaluation. The three sub-studies focus on the impacts of different product display technologies, namely AR and 3D, on various product types, adhering to a unified cognitive processing framework based on three theoretical perspectives on consumer behavior from the perspective of virtual experience: mental simulation theory, affordance theory, and psychological distance theory, combined with three representative product types (new products, tactile diagnostic products, and luxury goods). As different emerging product display technologies exhibit differentiated effects in various product contexts, this research reveals that AR and 3D technologies each demonstrate specific applicability and limitations across different product types. In particular, despite the attention AR technology has received in recent years due to its various technical advantages, its application effects reveal a notable double-edged sword effect. Specifically, while AR displays can more effectively stimulate memory-based mental simulation for incremental new products, the contextual framework of AR may restrict consumers' imagination when displaying radical new products, impeding their ability to conduct imagination-based mental simulation and understand the innovation of the product. In the context of tactile diagnostic products, although AR displays enhance visual and interactive perception compared to 3D displays, they significantly raise consumers' expectations for tactile experiences. When these tactile expectations cannot be fulfilled in the virtual environment, it induces a strong sense of tactile deprivation, reduces decision comfort, and ultimately affects product evaluation. In the showcase of luxury goods, AR technology shortens the psychological distance between consumers and products, undermining the scarcity and exclusivity of luxury items, thereby diminishing consumers' product attitudes and evaluations. In contrast, 3D displays maintain a greater psychological distance, thus preserving the perceived uniqueness of luxury goods. This study employs experimental research methods to deeply explore the effects and pathways of AR and 3D display technologies across different product types, identifying the differentiated impacts of these display technologies on product evaluation. It provides new theoretical perspectives for understanding the application of virtual experience technologies in product marketing and has significant practical implications for enterprises in selecting suitable display technologies across various product contexts.
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