對增強現實(AR)相關問題的研究不斷增長，並有助於市場營銷方面的理論理解和實際商業實踐。 AR營銷和應用程序（App）的擴展正在顯著增加，尤其是在在線購物環境中。有趣的是，隱私和安全風險是一個重要的負面影響，使消費者擔心並猶豫是否通過AR應用購買產品。在這項研究中，計劃行為理論(TPB)被應用於檢查通過AR應用程序的購買意圖。此外，隱私和安全問題與對AR應用程序的態度、主觀規範和感知行為控制一起被視為獨立因素。研究思路期望在AR使用的背景下，所有變量對購買意願都有關係和影響。問卷調查提供了在線購物者的經驗數據，這些購物者在檢查所有變量測量的有效性和可靠性之前曾使用過AR應用程序。回歸分析結果表明，TPB構建的三個變量對AR應用購買意願有顯著正向影響。儘管如此，隱私和安全問題對通過AR應用購買的意願產生了強烈的負面影響。從理論和實踐意義來看，本研究支持在AR技術營銷策略和流程中應考慮態度、社會影響、行為控制以及隱私和安全問題。考慮和預防隱私和安全問題更有可能增加客戶的購買。

Studies on augmented reality (AR) related issue grow and contribute to theoretical understanding and real business practice in terms of marketing. Extending of AR marketing and application (App) is increasing significantly, especially in online shopping environment. Interestingly, privacy and security risk is an important negative influences which make consumers concerned and hesitated to purchase a product through AR app. In this research, the Theory of Planned Behavior (TPB) is applied to examine intention to purchase through AR app. Moreover, privacy and security concern is situated as an independent factor along with attitude toward AR app, subjective norm and perceived behavioral control. The research idea expected all variable has relationship and effect toward purchase intention in the context of AR usage. Questionnaire survey provided empirical data from online shoppers who had experienced using AR app before being checking validity and reliability of all variable measures. The outcome of regression analysis indicated that three variables constructed from TPB, have significantly positive effect on intention to purchase through AR app. Nonetheless, privacy and security concern has strongly negative impact on intention to purchase through AR app. From theoretical and practical implication, this study supports that attitude, social influence, behavioral control and, privacy and security concern should be considered on AR-technology marketing strategies and processes. And, consideration and prevention of privacy and security concern are more likely to increase customers’ purchase.

Thesis Validation Letter…………………………………………………….........…….. i
Abstract (Chinese)……………………………………………………………......…..... ii
Abstract (English)………………………………………………………….......………. iii
Chapter 1: Introduction…………………………………………………….......…...…. 1
Chapter 2: Research Background and Hypotheses………..……………….......…..... 4
2.1 Augmented Reality…………………………………………………...….......…...... 4
2.2 Intention to Purchase through AR App……………….…...………….......…....... 6
2.3 The Theory of Planned Behavior……………………………………............……. 7
2.4 Attitude toward AR App…………………………………………....…................... 10
2.5 Subjective Norm ………………………………………………….…..................... 10
2.6 Perceived Behavioral Control……………………………...….…….................... 12
2.7 Privacy and Security Concern………………………………...….…...........……. 13
2.8 Privacy and Security Concern Affect Intention to Purchase through AR App… 14
Chapter 3: Research Methods……………………………………..….…….………... 16
3.1 Survey Sample and Data Collection…………..………….….………….............. 16
3.2 Measurement of Variables…………………………..…………..............……….. 18
Chapter 4: Data Analysis and Results……………………….………..…… ……...…. 20
4.1 Validity and Reliability Check……………….………..……….…….............….... 20
4.2 Hypotheses Testing and Results..…………….……..…….………...........……... 22
Chapter 5: Discussion………………..…………………..…………………………… 24
5.1 Research Conclusion....………………………..……….….……….…...........….. 24
5.2 Theoretical Implication………………….……...…………………...........…….... 24
5.3 Managerial Implication……………….……..…….………….............…..….….. 25
5.4 Limitations and Future Research…….……….…..……………..........….……... 26
References……………………………………………………..…….…....……..……. 28

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