近年來，使用擴增實境(AR)的企業倍增。而當前的新冠肺炎(COVID-19)流行更進一步的推動對於擴增實境的使用。尤其是在電子商務之中，擴增實境一直是客戶行為以及購買決策的重要因素。過去的研究表明擴增實境會確實影響客戶的行為，但卻鮮少有研究指出擴增實境具有影響的原因。因此本文目的為確立擴增實境具有那些因素能夠影響用戶的購買意願。而本文中使用Stimulus – Organism – Response 模型基於消費者信任、消費者購買意圖、以及線上零售商，而了解對於擴增實境臨場感、客戶的情緒以及購買行為。問卷部分採用5點李克特量表。數據收集共198名受訪者，組成為80名男性以及118名女性。研究結果表明，生動性以及互動性對於客戶的信任、滿意、愉悅以及激發產生顯著影響，而這些情緒又是主要影響購買意願的原因。

In recent years, the use of augmented reality (AR) enterprises has increased by manifold. The current COVID-19 pandemic has further propelled the usage of AR. Especially in e-commerce, AR has been a crucial determinant of customer behavior and purchase decisions. Previous studies have shown that AR does influence customer behavior but very few research has studied the reasons AR has such an effect. Keeping this in mind, the purpose of this paper is to determine what factors of an AR user influences their purchase intention. In this paper, the Stimulus - Organism - Response model is utilized to understand the emotional and behavioral reactions to AR presence. A 5 Likert scale questionnaire was employed for data collection. Data was collected from 198 respondents comprising 80 males and 118 females. Results show that vividness and interactivity positively influence customer’s trust, satisfaction, pleasure and arousal which mostly in turn positively influences purchase intention.

論文審定書 i
摘要 ii
Abstract iii
Table of Contents iv
List of Figures vi
List of Tables vii
Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Research Question and Purpose 3
1.4 Thesis Progression Flowchart 4
Chapter 2 Literature Review 6
2.1 Augmented Reality 6
2.2 S-O-R Model 8
2.3 Presence as Stimuli 9
2.3.1 Interactivity 10
2.3.2 Vividness 11
2.4 Pleasure–arousal–dominance model as Organism 12
Chapter 3 Hypotheses and Model 13
3.2 Model 13
3.2 Hypothesis 14
Chapter 4 Research Method 17
4.1 Subjects 17
4.2 Measure Development 18
4.3 Survey Design 18
4.4 Data Collection 21
Chapter 5 Results and Analysis 21
5.1 Respondents Profile 21
5.2 Reliability and Validity 22
5.3 Hypothesis Testing Analysis 25
5.4 Results and Discussion 27
Chapter 6 Conclusion and Limitation 29
6.1 Conclusion and Implications 29
6.2 Limitation and Future Research 30
Reference 32
Appendix 42

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