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博碩士論文 etd-0907121-165320 詳細資訊
Title page for etd-0907121-165320
論文名稱
Title
彩妝濾鏡裡的我,是我嗎?:擴增實境試妝的應用對彩妝產品消費者購買意願之影響
ARe the Virtual Makeups Fit for the Real Me?: The effect of image congruence on augmented reality shopping
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
77
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2021-09-16
繳交日期
Date of Submission
2021-10-07
關鍵字
Keywords
擴增實境、虛擬體驗試妝、彩妝購物體驗、一致性理論、購物平台態度、品牌態度、購買意願
augmented reality shopping, virtual try-on, beauty shopping experience, congruence theory, attitude towards platforms, attitude towards brands, purchase intention
統計
Statistics
本論文已被瀏覽 517 次,被下載 17
The thesis/dissertation has been browsed 517 times, has been downloaded 17 times.
中文摘要
鑑於擴增實境(AR)相關的技術越來越普及,本研究旨在評估擴增實境彩妝購物的有效性。消費者在覺知虛擬(AR makeup)與現實彩妝(non-AR makeup)是否一致性的情況下,對「擴增實境平台」和「彩妝品牌」的功利享樂態度為正面或負面,及「購買意願」是否會提升。近年來,應用在彩妝程式和彩妝品牌官網上,如雨後春筍般湧現虛擬體驗的擴增實境,吸引科技族群在臉上虛擬上妝數百種彩妝產品的濾鏡,從而增強消費者的購物意願。然而,研究者發現關於一致性與擴增實境的彩妝購物體驗之間的研究卻很少,因而促使研究者深入探討其領域。本研究側重於一致性理論,研究者認為,消費者在感知到自己帶有擴增實境彩妝濾鏡的妝容,與自己現實生活中的理想彩妝有高度一致性,會提高購買意願;相反的,低一致性卻會降低購買意願。為了得到更深入的消費者見解,研究者建立一份網路問卷(共450名受訪者),以調查在消費者感知中,對於「帶有擴增實境彩妝濾鏡的妝容」與「無擴增實境彩妝濾鏡的理想妝容」有高或低的一致性,以及消費者對「擴增實境彩妝平台」和「擴增實境彩妝品牌」的功利享樂正負態度,以及最終消費者是否願意購買用擴增實境上妝過的產品。在收集數據後,採用AMOS 27.0及SPSS 26.0做進一步深度分析。研究結果顯示,「擴增實境彩妝濾鏡」和「非擴增實境理想彩妝」之間的高度一致性,會正面影響「消費者對擴增實境平台的態度」,進而正面影響對「品牌的態度」,從而提升「購買意願」。相反的,低一致性則會降低消費者的購買意願。不過,一致性的高與低和消費者對於品牌的正負態度,並沒有顯著關係。
Abstract
Shopping products through AR resulted in a 94% greater conversion rate than products without AR, leading to the increasing ubiquity of using augmented reality (AR) shopping tools. Driven by contactless shopping policy under the global COVID-19 pandemic, business giants like Burberry, Sephora, and L’Oréal have thrown their heads into the lucrative AR shopping ring. Thus, this research aims to evaluate the effectiveness of virtual try-on (VTO) developed by AR technology under the influence of congruity on consumers' purchase intention, which is mediated by perceived utilitarian attitude (credibility and convenience) as well as perceived hedonic attitude (enjoyment) towards AR platforms and brands. The development of AR beauty platforms has mushroomed to attract computer-literate populations to shop in augmentation by virtually trying hundreds of categories of products on for increasing their buying willingness. However, there are few insights into AR beauty shoppers' experiences. This research explores the congruity theory by comparing the congruence between perceived self-image with 3D virtual makeup filters (AR makeup) and ideal makeup image (non-AR makeup). A web-based questionnaire (450 respondents) was conducted and analysed by AMOS 26.0 and SPSS 26.0. The findings indicate that a high degree of congruence between AR and non-AR makeup positively affects attitudes towards AR platforms and then affects their attitudes towards brands and consequently increases their purchase intention, whilst a low degree of congruence weakens consumers' buying willingness. Whereas, there is an insignificant relationship between congruity effect and attitude towards brands.
目次 Table of Contents
Table of Contents
Thesis Validation Letter.......................i
Thesis Authorization Letter.......................ii
Acknowledgements.......................iii
摘要.......................iv
Abstract.......................v
Table of Contents.......................vi
List of Figures.......................viii
List of Tables.......................viii
Chapter 1. Introduction.......................1
1.1 Research Background.......................1
1.2 Problem Statements.......................3
1.3 Aim of the Research.......................4
1.4 Research Questions.......................6
1.5 Thesis Structure.......................6
Chapter 2. Literature Review.......................7
2.1 Augmented Reality Shopping.......................7
2.2 Self-concept and Self-congruity Theory .......................10
2.3 Attitude towards Platforms .......................13
2.4 Attitude towards Brands.......................14
2.5 Purchase Intention.......................15
Chapter 3. Research Framework and Hypothesis Development.......................17
Chapter 4. Methodology.......................20
4.1 Research Approach .......................20
4.2 Sampling and Data Collection.......................21
4.3 Profile of Respondents.......................21
4.5 Materials and Measures.......................26
Chapter 5. Findings and Discussion.......................29
5.1 Testing Validity and Reliability.......................29
5.1.1 Validity.......................29
5.1.2 Reliability.......................32
5.2 Testing Differences across Groups.......................33
5.3 Testing Hypotheses.......................34
5.3.1 Model Fit Measures.......................35
5.3.2 Correlation Coefficient.......................37
5.3.3 Cause-effect Relationship.......................38
Chapter 6. Conclusion.......................41
6.1 Theoretical Implications.......................41
6.2 Practical Implications.......................42
6.3 Limitations and Future Research Directions.......................44
References.......................46
Appendix.......................61


List of Figures
Figure 1-1 How Interested Are US Adults in Using AR and VR Whilst Shopping?.......................2
Figure 3-1 Theoretical Framework.......................19
Figure 5-1 The Confirmatory Factor Analysis .......................29
Figure 5-2 Structural Equation Modelling (SEM) of This Research.......................36
Figure 5-3 Structural Model of This Research: Results for Structural Equation Modelling (SEM).......................40

List of Tables
Table 4-1 Sociodemographic Information .......................23
Table 4-2 Summarised Measurement Items of Variables.......................27
Table 5-1 Standardised CFA Loadings.......................31
Table 5-2 Characteristics of AR Makeup and Non-AR Makeup.......................33
Table 5-3 Results for Correlation Matrix .......................38
Table 5-4 Result of Hypothesis Tests.......................39


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