博碩士論文 etd-0907121-165320 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 歐佳美(Jia-Mei Ou) 電子郵件信箱 E-mail 資料不公開
畢業系所 人力資源管理全英語碩士學位學程(Global Human Resource Management English MBA Program)
畢業學位 碩士(Master) 畢業時期 109學年第2學期
論文名稱(中) 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
論文名稱(英) ARe the Virtual Makeups Fit for the Real Me?: The effect of image congruence on augmented reality shopping
檔案
  • etd-0907121-165320.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    紙本論文:5 年後公開 (2026-10-07 公開)

    電子論文:使用者自訂權限:校內 6 年後、校外 6 年後公開

    論文語文/頁數 英文/77
    統計 本論文已被瀏覽 86 次,被下載 17 次
    摘要(中) 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。
    摘要(英) 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.
    關鍵字(中)
  • 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
  • 關鍵字(英)
  • augmented reality shopping
  • virtual try-on
  • beauty shopping experience
  • congruence theory
  • attitude towards platforms
  • attitude towards brands
  • purchase intention
  • 論文目次 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
    參考文獻 References
    American Psychological Association. (2019). Publication Manual of the American Psychological Association, 7th edition (2020).
    Ab Hamid, M. R., Sami, W., & Sidek, M. M. (2017). Discriminant validity assessment: Use of Fornell & Larcker criterion versus HTMT criterion. In Journal of Physics: Conference Series (Vol. 890, No. 1, p. 012163). IOP Publishing.
    Ahadzadeh, A. S., Sharif, S. P., & Ong, F. S. (2017). Self-schema and self-discrepancy mediate the influence of Instagram usage on body image satisfaction among youth. Computers in Human Behavior, 68, 8-16.
    Adhani, N. I., & Rambli, D. R. A. (2012). A survey of mobile augmented reality applications. In 1st International conference on future trends in computing and communication technologies (pp. 89-96).
    Arbuckle, J. L. (2021). IBM® SPSS® Amos™ 27 User’s Guide. Amos Development Corporation, SPSS Inc.
    Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing research, 43(1), 1-10.
    Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE computer graphics and applications, 21(6), 34-47.
    Azuma, R. T. (1997). A survey of augmented reality. Presence: teleoperators & virtual environments, 6(4), 355-385.
    Brown, T. A. (2015). Confirmatory factor analysis for applied research. Guilford publications.
    Beck, M., & Crié, D. (2018). I virtually try it… I want it! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279-286.
    Boas, T. C., Christenson, D. P., & Glick, D. M. (2020). Recruiting large online samples in the United States and India: Facebook, mechanical turk, and qualtrics. Political Science Research and Methods, 8(2), 232-250.
    Baytar, F., Chung, T. L. D., & Shin, E. (2016, November). Can augmented reality help e-shoppers make informed purchases on apparel fit, size, and product performance?. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 73, No. 1). Iowa State University Digital Press.
    Brito, P. Q., Stoyanova, J., & Coelho, A. (2018). Augmented reality versus conventional interface: Is there any difference in effectiveness?. Multimedia Tools and Applications, 77(6), 7487-7516.
    Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37(3), 421-439.
    Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. Augmented reality and virtual reality, 119-132.
    Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
    Bulearca, M., & Tamarjan, D. (2010). Augmented reality: A sustainable marketing tool. Global business and management research: An international journal, 2(2), 237-252.
    Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia tools and applications, 51(1), 341-377.
    Chaffey, D. (2021). Global social media research summary Jul 2021. Smart Insights.
    Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
    Cho, H., & Schwarz, N. (2012). I like your product when I like my photo: Misattribution using interactive virtual mirrors. Journal of Interactive Marketing, 26(4), 235-243.
    Corp, I. B. M. (2019). IBM SPSS statistics for Mac, version 26.0. Armonk, NY: IBM Corp.
    Cowan, K., Javornik, A., & Jiang, P.(2021). Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs. Psychology & Marketing.
    Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243-256.
    Daugherty, T., Li, H., & Biocca, F. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing, 25(7), 568-586.
    Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277.
    Daponte, P., De Vito, L., Picariello, F., & Riccio, M. (2014). State of the art and future developments of the Augmented Reality for measurement applications. Measurement, 57, 53-70.
    Dwivedi, A., Johnson, L. W., & McDonald, R. (2016). Celebrity endorsements, self-brand connection and relationship quality. International Journal of Advertising, 35(3), 486-503.
    Dumaine, B. (2020). Bezonomics: How Amazon is Changing Our Lives and what the World's Best Companies are Learning from it. Scribner.
    Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), 60-71.
    eMarketer. (2021). The Insider Intelligence Ecommerce Survey April 2021 by Bizrate Insights. Insider Intelligence Inc., April 8.
    Farrell, A. M., & Rudd, J. M. (2009). Factor analysis and discriminant validity: A brief review of some practical issues. Anzmac.
    Fonseca, D., Martí, N., Redondo, E., Navarro, I., & Sánchez, A. (2014). Relationship between student profile, tool use, participation, and academic performance with the use of Augmented Reality technology for visualized architecture models. Computers in human behavior, 31, 434-445.
    Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
    Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479-505.
    Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2019). Too much of a good thing? Consumer response to strategic changes in brand image. International Journal of Research in Marketing, 36(2), 264-280.
    Gaskin, J., & Lim, J. (2016). Model fit measures. Gaskination’s StatWiki, 1-55.
    Gecas, V. (1982). The self-concept. Annual review of sociology, 8(1), 1-33.
    Horrigan, J. B. (2000). New Internet users: What they do online, what they don't, and implications for the net's future. Washington, DC: Pew Internet & American Life Project.
    Higgins, E. T. (1987). Self-discrepancy: a theory relating self and affect. Psychological review, 94(3), 319.
    Huber, F., Eisele, A., & Meyer, F. (2018). The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands. Psychology & Marketing, 35(1), 47-63.
    Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
    Hepper, E. G., Gramzow, R. H., & Sedikides, C. (2010). Individual differences in self‐enhancement and self‐protection strategies: An integrative analysis. Journal of personality, 78(2), 781-814.
    Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing.
    Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905.
    Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
    Huang, T. L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15(2), 269-295.
    Huang, T. L., & Liu, F. H. (2014). Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value. Internet Research.
    Japutra, A., Ekinci, Y., & Simkin, L. (2019). Self-congruence, brand attachment and compulsive buying. Journal of Business Research, 99, 456-463.
    Javornik, A., Marder, B., Pizzetti, M., & Warlop, L. (2021). Augmented self-The effects of virtual face augmentation on consumers' self-concept. Journal of Business Research, 130, 170-187.
    Javornik, A., & Pizzetti, M. (2017a). Mirror Mirror on the Wall, Who Is Real of Them All?-the Role of Augmented Self, Expertise and Personalisation in the Experience With Augmented Reality Mirror. ACR North American Advances.
    Javornik, A., Rogers, Y., Gander, D., & Moutinho, A. (2017b). MagicFace: Stepping into character through an augmented reality mirror. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (pp. 4838-4849).
    Javornik, A. (2016). ‘It’s an illusion, but it looks real!’Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987-1011.
    Javornik, A. (2014, September). [Poster] classifications of augmented reality uses in marketing. In 2014 IEEE International Symposium on Mixed and Augmented Reality-Media, Art, Social Science, Humanities and Design (ISMAR-MASH'D) (pp. 67-68). IEEE.
    Jin, S. A. A. (2009a). The roles of modality richness and involvement in shopping behavior in 3D virtual stores. Journal of Interactive Marketing, 23(3), 234-246.
    Jin, S. A. A., & Bolebruch, J. (2009b). Avatar-based advertising in Second Life: The role of presence and attractiveness of virtual spokespersons. Journal of Interactive Advertising, 10(1), 51-60.
    Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396.
    Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59.
    Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
    Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
    Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146-178.
    Kumar, R., Luthra, A., & Datta, G. (2006). Linkages between brand personality and brand loyalty: a qualitative study in an emerging market in the Indian context. South Asian Journal of Management, 13(2), 11.
    Khalid, N. R., Wel, C. A. C., Mokhtaruddin, S. A., & Alam, S. S. (2018). The influence of self-congruity on purchase intention for cosmetic merchandises. International Journal of Academic Research in Business and Social Sciences, 8(4), 933-945.
    L'Oréal Paris. (2018). L'Oréal Paris. Retrieved from https://www.lorealparisusa.com/
    Lipson, C. (2011). Cite right: a quick guide to citation styles--MLA, APA, Chicago, the sciences, professions, and more. University of Chicago Press.
    Lee, S., & Kim, D. Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management.
    Lee, H. H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management.
    Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of advertising, 31(3), 43-57.
    Li, T., & Meshkova, Z. (2013). Examining the impact of rich media on consumer willingness to pay in online stores. Electronic Commerce Research and Applications, 12(6), 449-461.
    Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of advertising, 31(4), 53-64.
    Meghna, N. P. (2019). Factors That Influence Consumer Buying Behavior Patterns Of Female Consumers: A Case Study of Two Rivers Mall Cosmetic Product Retailers in Nairobi (Doctoral dissertation, United States International University-Africa).
    McLean, G. (2018). Examining the determinants and outcomes of mobile app engagement-A longitudinal perspective. Computers in Human Behavior, 84, 392-403.
    Marder, B., Archer-Brown, C., Colliander, J., & Lambert, A. (2019). Vacation posts on Facebook: A model for incidental vicarious travel consumption. Journal of Travel Research, 58(6), 1014-1033.
    Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
    Malaviya, P., & Sternthal, B. (2009). Parity product features can enhance or dilute brand evaluation: The influence of goal orientation and presentation format. Journal of Consumer Research, 36(1), 112-121.
    Magrath, V., & McCormick, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management: An International Journal.
    McCoy, S., & Marks, P. (2001). Using electronic surveys to collect data: experiences from the field.
    Nufer, G. (2021). Lipstick Effect, Branding, Coronavirus and Current Consequences. IUP Journal of Brand Management, 18(2), 64-67.
    Osei-Frimpong, K., & McLean, G. (2018). Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change, 128, 10-21.
    Pantano, E. (2014). Innovation drivers in retail industry. International Journal of Information Management, 34(3), 344-350.
    Pallant, J. (2020). SPSS survival manual: A step by step guide to data analysis using IBM SPSS. Routledge.
    Papagiannis, H. (2020). How AR is redefining retail in the pandemic. Harvard Business Review, October, 7.
    Perpiñá, C., Botella, C., Baños, R., Marco, H., Alcañiz, M., & Quero, S. (1999). Body image and virtual reality in eating disorders: Is exposure to virtual reality more effective than the classical body image treatment?. CyberPsychology & Behavior, 2(2), 149-155.
    Plotkina, D., & Saurel, H. (2019). Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing. Journal of Retailing and Consumer Services, 51, 362-377.
    Poushneh, A., & Vasquez-Parraga, A. Z. (2017a). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
    Poushneh, A., & Vasquez-Parraga, A. Z. (2017b). Customer dissatisfaction and satisfaction with augmented reality in shopping and entertainment. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 30.
    Rand, D. G. (2012). The promise of Mechanical Turk: How online labor markets can help theorists run behavioral experiments. Journal of theoretical biology, 299, 172-179.
    Rauschnabel, P. A. (2021). Augmented reality is eating the real-world! The substitution of physical products by holograms. International Journal of Information Management, 57, 102279.
    Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.
    Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. Journal of Business Research, 92, 374-384.
    Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306-319.
    Riva, G., Bacchetta, M., Baruffi, M., Cirillo, G., & Molinari, E. (2000). Virtual reality environment for body image modification: A multidimensional therapy for the treatment of body image in obesity and related pathologies. CyberPsychology & Behavior, 3(3), 421-431.
    Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of consumer research, 21(3), 504-521.
    Riis, J., Simmons, J. P., & Goodwin, G. P. (2008). Preferences for enhancement pharmaceuticals: The reluctance to enhance fundamental traits. Journal of Consumer Research, 35(3), 495-508.
    Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.
    Sedgwick, P. (2012). Pearson’s correlation coefficient. Bmj, 345.
    Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., ... & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the academy of marketing science, 25(3), 229-241.
    Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of consumer research, 9(3), 287-300.
    Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35, 100854.
    Stewart, D. W., & Pavlou, P. A. (2009). The effects of media on marketing communications. In Media effects (pp. 378-417). Routledge.
    Stoyanova, J., Gonçalves, R., Brito, P. Q., & Coelho, A. (2013). Real-time Augmented Reality Demo Platform for Exploring Consumer Emotional Responses with Shopping Applications. Int. J. Online Biomed. Eng., 9(S8), 41-43.
    Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology.
    Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
    Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism management, 32(1), 114-127.
    Van Krevelen, D. W. F., & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International journal of virtual reality, 9(2), 1-20.
    Van Noort, G., Voorveld, H. A., & Van Reijmersdal, E. A. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26(4), 223-234.
    Verhagen, T., Vonkeman, C., Feldberg, F., & Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in human behavior, 39, 270-280.
    Voorveld, H. A., Neijens, P. C., & Smit, E. G. (2009). Consumers' responses to brand websites: An interdisciplinary review. Internet Research.
    Weinswig, D. (2016). Virtual and augmented reality become realistic revenue generators. Forbes, https://www. forbes. com/sites/deborahweinswig/2016/10/26/virtual-and-augmented-reality-become-realisticrevenue-generators.
    Watson, A., Alexander, B., & Salavati, L. (2018). The impact of experiential augmented reality applications on fashion purchase intention. International Journal of Retail & Distribution Management.
    Wang, C. H., Chiang, Y. C., & Wang, M. J. (2015). Evaluation of an augmented reality embedded on-line shopping system. Procedia Manufacturing, 3, 5624-5630.
    Wang, Y., Ko, E., & Wang, H. (2021). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics.
    Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.
    Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of travel & tourism marketing, 35(7), 958-972.
    Yadav, M. S., & Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing.
    Yalon-Chamovitz, S., & Weiss, P. L. T. (2008). Virtual reality as a leisure activity for young adults with physical and intellectual disabilities. Research in Developmental Disabilities, 29(3), 273-287.
    Yim, M. Y. C., & Park, S. Y. (2019). “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations. Journal of Business Research, 100, 581-589.
    Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103.
    Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464-2472.
    Zagel, C. (2016). Service fascination. In Service Fascination (pp. 89-136). Springer Gabler, Wiesbaden. 
    口試委員
  • 林帆 - 召集委員
  • Olu Aluko - 委員
  • Muhammad Mazhar - 指導教授
  • 金志衍 - 指導教授
  • 口試日期 2021-09-16 繳交日期 2021-10-07

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫