虚拟现实在线购物体验对客户购买意向的影响:基于TAM模型的经验研究
Chunrong Guo1, Xiaodong Zhang2
1School of Economics and Management, Ningbo University of Technology, Ningbo, Zhejiang, China.
PloS one
|August 26, 2024
概括
增强现实 (AR) 通过影响感知到的易用性和实用性来增强在线购物,最终提高了客户的购买意图. 这项研究验证了Metaverse电子商务设置中的技术接受模型 (TAM).
科学领域:
- 电子商务和消费者行为
- 人与计算机的交互
- 技术采用 技术采用
背景情况:
- 增强现实 (AR) 提供了重要的商业机会,通过创新的应用程序改变了电子商务.
- 将AR整合到在线购物体验中,正在重塑消费者参与和购买行为.
- 技术接受模型 (TAM) 提供了一个理解用户采用新技术的框架.
研究的目的:
- 调查增强现实 (AR) 在线购物体验对消费者购买意图的影响.
- 将技术接受模型 (TAM) 的应用扩展到Metaverse电子商务的背景下.
- 确定影响消费者在线零售环境中接受AR的关键因素.
主要方法:
- 对在线购物中的AR应用进行了文献审查.
- 开发了一个理论模型,使用五种AR体验类型作为先例和感知易用性/有用性作为调解器.
- 进行了一项实证研究,以验证拟议的模型及其对购买意向的影响.
主要成果:
- 增强现实在线购物体验显著影响人们感知的易用性和感知的实用性.
- 感知到的易用性和实用性与客户购买意向的增加有积极的相关性.
- 该研究证实了TAM在预测AR增强电子商务中的消费者行为方面的适用性.
结论:
- 优化AR在线购物体验对于提高消费者购买意图至关重要.
- 这项研究扩大了TAM的实用性,并为新兴的Metaverse电子商务中消费者行为的理论理解做出了贡献.
- 调查结果为寻求利用AR实现商业成功的零售商提供了可操作的见解.
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