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论文编号：	15348
作者编号：	2120233691
上传时间：	2025/6/6 13:36:16
中文题目：	基于店铺零售的虚拟现实营销特征对消费 者口碑推荐意愿的影响机制研究
英文题目：	Study on the Influence Mechanism of Virtual Reality Marketing Features Based on Store Retail on Consumers'' Word - of - Mouth Recommendation Intention
指导老师：	许晖
中文关键字：	虚拟现实零售；口碑推荐意愿；媒介丰富性理论；感知价值
英文关键字：	Virtual Reality Retailing; Word-Of-Mouth Recommendation Intention; Media Richness Theory；Perceived Value
中文摘要：	在数字经济与元宇宙迅猛发展的时代背景下，虚拟现实（VR）技术已成为推动零售业数字化转型的关键核心工具。消费者对虚实融合购物体验的需求呈现指数级增长。虚拟现实技术借助三维空间建模、多感官交互和实时数据反馈，正在对“人-货-场”三要素进行重塑。因此，虚拟现实营销不仅是技术革新下的趋势性工具，更是品牌重构零售生态，驱动战略转型的核心抓手。探究虚拟现实营销特征如何影响消费者的口碑推荐意愿具有重要意义。 然而，目前学界对于虚拟现实营销的概念、作用机理研究较少，少有学者针对零售领域探索虚拟现实营销营销绩效以及实现营销绩效的深层机制。对于虚拟现实营销的特征多从单一维度的探索，且关于虚拟现实营销特征如何影响消费者口碑推荐的意愿的内在机制，尚未展开系统性的深入探究和实证检验，这在一定程度上限制了虚拟零售场景的优化升级以及商业价值的充分释放。本研究基于文献梳理以及对 SOR 理论、媒介丰富性理论和感知价值等相关理论的回顾，运用多案例分析法，对耐克虚拟旗舰店、海尔智家 VR 展厅、领克汽车虚拟展厅等典型案例进行深入剖析，进而归纳出店铺零售场景下虚拟现实营销特征，即生动性、交互性和信息丰富度三个特征。并将这三个特征作为实证分析自变量进行量化讨论。在实证研究上，结合前人研究成果与虚拟零售店铺特点完成量表设计，并选择经常浏览虚拟店铺或有过购物经历的消费者为样本，通过线上及线下双渠道收集有效问卷 570 份，采用 SPSS27.0 和 AMOS24.0 软件基于该数据进行模型拟合和路径检验，得出如下研究结论：（1）生动性特征通过作用于享乐价值对消费者口碑推荐意愿产生正向影响；（2）交互性特征通过作用于实用价值和享乐价值对消费者口碑推荐产生正向影响。（3）信息丰富度通过作用于实用价值和享乐价值对消费者口碑推荐产生正向影响。
英文摘要：	In the context of the rapid development of the digital economy and the metaverse, virtual reality (VR) technology has emerged as a critical tool driving the digital transformation of the retail industry. Consumer demand for immersive shopping experiences that integrate virtual and physical elements has grown exponentially. VR technology is reshaping the "people-goods-scene" triad through three-dimensional spatial modeling, multi-sensory interaction, and real-time data feedback. As such, VR marketing is not only a trend-driven tool under technological innovation but also a core lever for brands to reconstruct retail ecosystems and drive strategic transformation. Exploring how VR marketing features influence consumers’ word-of-mouth referral intention is of significant importance. However, current academic research on the concept and mechanism of VR marketing remains limited. Few scholars have explored the marketing performance of VR in the retail sector and the underlying mechanisms for achieving such performance. Existing studies on VR marketing features often focus on single-dimensional explorations, and the systematic investigation and empirical testing of how VR marketing features affect consumers’ word-of-mouth referral intention through intrinsic mechanisms are still lacking. This limitation restricts the optimization and upgrading of virtual retail scenarios and the full realization of their commercial value. Based on a literature review and theoretical frameworks including the Stimulus-Organism-Response (SOR) theory, media richness theory, and perceived value theory, this study employs a multi-case analysis method to deeply examine typical cases such as Nike, Haier Smart Home, and LYNK&CO Motors. It identifies three core VR marketing features in store retail scenarios: vividness, interactivity, and information richness. These features are treated as independent variables for quantitative analysis. For the empirical study, a scale was designed by integrating previous research and the characteristics of virtual retail stores. Valid questionnaires were collected from 570 consumers who frequently visit virtual stores or have shopping experiences through both online and offline channels. Using SPSS 27.0 and AMOS 24.0, the data were analyzed to test the model fit and path relationships. The key findings are as follows: (1) Vividness positively influences consumers’ word-of-mouth referral intention through hedonic value. (2) Interactivity positively impacts word-of-mouth referral intention through both utilitarian and hedonic values. (3) Information richness positively affects word-of-mouth referral intention through both utilitarian and hedonic values.
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