增强现实(AR)技术体验对消费者购鞋意愿的影响

Impact of the Augmented Reality (AR) Technology Experience on Consumers’ Willingness to Buy Shoes

摘要: 针对消费者鞋类产品线上购买缺乏体验感的问题，引入增强现实(AR)技术来增加消费者线上购鞋体验，通过文献梳理和理论分析提出研究假设，建立了AR技术体验对消费者购鞋意愿影响的理论模型；基于问卷调研的实证分析发现，感官体验、思考体验、行动体验、关联体验四个因素对消费者购鞋意愿有显著正向影响，影响的大小为：行动体验 > 关联体验 > 思考体验 > 感官体验；情感体验对消费者购鞋意愿没有显著影响。心流体验和感知价值在情感体验和购买意愿之间起完全中介效应，心流体验和感知价值在感官体验、思考体验、行动体验、关联体验与购买意愿之间起部分中介效应。基于实证结果，本研究为鞋类产品电商提供了一种新的线上鞋类产品销售方式，并提出目前鞋类产品电商运用AR技术提供的试穿体验存在的问题，以及其改进方向。

Abstract: In view of the lack of experience in online shoe purchase of consumers, augmented reality (AR) technology is introduced to increase consumers’ online shoe purchase experience. Through litera-ture review and theoretical analysis, the theoretical model of AR technology experience on con-sumers’ willingness to buy shoes is established. The empirical analysis based on questionnaire survey found that sensory experience and emotional experience have no significant positive impact on consumers’ willingness to buy shoes; and thinking experience, action experience and related experience significantly affect consumers’ willingness to buy shoes. Flow experience is partially me-diated between thinking experience, action experience, correlation experience and purchase inten-tion; perceived value is completely mediated between thinking experience and purchase intention, and partly mediated between action experience and correlation experience. Based on the empirical analysis results, this study provides a new online footwear sales method for shoe product e-commerce, and proposes the existing problems of the fitting experience provided by AR technol-ogy for shoe product e-commerce, and its improvement direction.