擴增實境近年在商業上的應用越來越廣泛，過去研究主要關注於擴增實境為何以及如何提升消費者對產品評價的影響，與過去研究不同的是，本研究在於探討誘發擴增實境對於消費者後續的衝動性購物的影響，我們提出當消費者暴露於擴增實境時，會因為擴大了消費者的注意力範圍，而降低其後續的衝動性購物。本研究也探討當感知侵擾性做為干擾變數時，會如何影響後續的衝動性購物。本研究進行了三個實驗，實驗一與實驗二皆在於檢測擴增實境對於衝動性購物的影響，以及注意力範圍做為其背後機制，實驗一採田野實驗以實際衡量消費者的衝動性購物行為，實驗二則為透過模擬購物情境的網路實驗以控制外部的干擾因素，而實驗三則探討當感知侵擾性作為干擾變數下，是否影響擴增實境與衝動性購物之間的效果。
實驗一與實驗二結果顯示，相較於暴露在無擴增實境的互聯網，人們暴露於擴增實境的互聯網時，顯示出較低的後續衝動性購物，而擴大的注意力範圍，為此效果的背後機制，實驗三的結果顯示感知侵擾性會干擾擴增實境對衝動性購物的效果，在感知侵擾性低下，消費者暴露於擴增實境的情況下相較於暴露於無擴增實境的情況有較低的後續衝動性購物，在感知侵擾性高下，消費者暴露於擴增實境的情況或暴露於無擴增實境的情況，對於後續的衝動性購物則變得不顯著，本研究最後也提供實務意涵予公司以及行銷人員使用擴增實境需要注意的地方，也提供與消費者福祉相關的實務貢獻。

Augmented reality (AR) has been widely used commercially in recent years. Prior research focused on why and how the impacts of AR enhance consumers’ product evaluation. Different from previous research, this research attempts to investigate the influence of AR on subsequence impulsive buying. We propose that exposure to AR will lower consumer impulsive buying subsequently because AR increases consumers’ scope of attention. The current research further examines how intrusiveness as the boundary condition will affect subsequent impulsive buying. Three experiments were conducted. The first two studies examined the influences of AR on impulse buying with scope of attention as the underlying mechanism. Study 1 was a field experiment to test consumers’ actual impulsive buying behavior. Study 2 was an on-line experiment through a shopping scenario in order to reduce the impact of extraneous factors. In Study 3, we tested whether intrusiveness moderated the influences of AR on impulsive buying.
The results of Studies 1 and 2 indicate that, compared to individuals exposed to AR, people exposed to non-AR show lower impulsive buying subsequently. Scope of attention is found as the underlying mechanism. The results of Study 3 show that perceived intrusiveness moderates the influence of AR on impulsive buying. When the perceived intrusiveness is low, individuals exposed to AR show lower impulsive buying than people exposed to non-AR. When the perceived intrusiveness is high, the subsequent impulsive buying between people exposed to the AR and those exposed to the internet without AR becomes insignificant. The current research provides important managerial implications of using AR for companies and marketers, and managerial contribution to consumer welfare.

論文審定書 i
摘要 ii
Abstract iii
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與研究問題 5
第五節 研究架構與研究流程 5
第貳章 文獻探討 8
第一節 前言 8
第二節 擴增實境對消費者行為之影響 8
第三節 衝動性購物 16
第四節 注意力範圍 22
第五節 感知侵擾性 29
第六節 小結 31
第參章 研究設計與方法 32
第一節 前言 32
第二節 研究假設與架構 32
第三節 實驗設計建立 35
第四節 小結 36
第肆章 實驗一設計與分析 37
第一節 前言 37
第二節 研究變數操作型定義及衡量 37
第三節 研究流程與問卷設計 40
第四節 實驗一結果分析 41
第五節 小結 46
第伍章 實驗二設計與分析 47
第一節 前言 47
第二節 研究變數操作型定義及衡量 47
第三節 研究流程與問卷設計 52
第四節 實驗二結果分析 52
第五節 小結 57
第陸章 實驗三設計與分析 58
第一節 前言 58
第二節 研究變數操作型定義及衡量 58
第三節 研究流程與問卷設計 62
第四節 實驗三結果分析 63
第五節 小結 70
第柒章 結論與建議 71
第一節 前言 71
第二節 研究結果討論 71
第三節 研究貢獻 72
第四節 研究限制 74
第五節 未來研究與建議 76
第六節 總結 79
參考文獻 80
附錄一：實驗一受試者填寫問卷照(田野研究) 105
附錄二：實驗一問卷 1 (擴增實境) 106
附錄二：實驗一問卷 2 (非擴增實境) 109
附錄三：實驗二問卷 1 (擴增實境) 112
附錄三：實驗二問卷 2 (非擴增實境) 115
附錄四：實驗二問卷 1 (高感知侵擾性擴增實境) 118
附錄四：實驗二問卷 2 (低感知侵擾性擴增實境) 121
附錄四：實驗三問卷 3 (高感知侵擾非擴增實境) 124
附錄四：實驗三問卷 4 (低感知侵擾性非擴增實境) 127

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