【作者】 孙春华； 方圆；

【Author】 Sun Chunhua;Fang Yuan;School of Management, Hefei University of Technology;

【机构】 合肥工业大学管理学院；

【摘要】 网络购物环境缺乏消费者缺乏对产品的体验,增强现实能否提高消费者购物体验从而提高对产品态度是企业关心的重要问题。本研究探讨增强现实(AR)产品展示对用户购买愉悦度方面对产品态度的影响。进行了两个实验。实验一以168名参与者为被试,随机分配到有AR的产品展示或无AR的产品展示,并测量用户的临场感、心理意象、购买愉悦度和态度。与无AR组相比,有AR组具有最高的临场感、心理意象、购买愉悦度和态度,并且与对产品的最积极态度相关。实验二旨在评估延迟效应,结果表明,随着时间推移,有AR组参与者对产品的态度比无AR组波动更大。更多还原

【Abstract】 The lack of online shopping environment, consumers lack of product experience, augmented reality can improve the consumer shopping experience and thus improve the attitude towards products is an important issue of concern to enterprises. This study explored the effect of augmented reality(AR) product display on user purchase pleasure and product attitude. Two experiments were carried out. In Experiment 1, 168 participants were randomly assigned to the product display with AR or without AR(i.e. the product display of traditional pictures, words and videos), and the user’s presence, psychological image, purchase pleasure and attitude were measured. Compared with the group without AR, the group with AR had the highest sense of presence, psychological image, purchase pleasure and attitude, and was related to the most positive attitude towards products. Experiment 2 was designed to evaluate the delay effect. An online questionnaire was sent to participants one week after experiment 1. The results showed that the attitude of the participants with AR to the product fluctuated more than that of the group without AR.更多还原