當實境科技走入購物商場：是什麼觸動了消費意願？

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Title:	當實境科技走入購物商場：是什麼觸動了消費意願？ Shopping in the Application of Reality Technology:The Antecedents of Consumer Decisions
Authors:	王秀慈 (Wang, Hsiu-Tzu)
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	實境科技態度功能理論虛擬實境擴充實境混合實境 Reality Technology Attitude Functions Model Virtual Reality Augmented Reality Mixed Reality
Date:	2018
Issue Date:	2019-05-29 11:40:29 (UTC+8)
Abstract:	本研究針對實境科技技術中零售應用層面進行探討，自變數部分依循Katz（1960）態度功能理論模型：社會調整、價值表達、及實用功能與享樂功能進行研究。因變數部分，根據Howard（1989）提出消費者決策模型（Consumer Decision Model），將因變數區分為二分別為使用意願與購買意願。本研究以問卷方式獲得數量化的資訊，再以結構方程模型（SEM）進行分析。受訪者年齡介於16至59歲，共計318位受訪者取得307份有效樣本。調節變數為兩項目，其一調節變數為年齡，採用Erikson（1963）「識別發展過程」基礎，因老年時期較為穩定識別感傾向於較不再改變，本研究樣本年齡介於16至59歲，進行態度功能理論模型各項功能相關強弱程度。以全體樣本結果顯示，享樂功能與實用功能與使用及購買意願呈現正向關係。分群三種不同年齡樣本對於使用實境科技購物態度為，青春期後期對於價值表達功能、享樂功能及社會調整功能呈現相關，青年中年族群與價值表達功能及享樂功能呈現相關，中年族群與享樂功能呈現相關。其二調節變數為是否具有科技背景，結論顯示無科技背景分群對於價值表達功能呈現較相關，但兩分群同樣對社會調整及享樂功能都呈現正相關。上結論可提供當業者制定實境科技應用於零售產業不同目標族群的行銷策略時，選擇適當的訴求主題，以期能夠形成有效的行銷溝通。 This study focuses on the application of retail malls under the promising reality technology.. Following attitude functions model of Katz (1960) (ie. adjustment function, value-expressive junction, knowledge function and enjoyment functions), we aim to discuss the antecedents of usage intention and purchase intention under the new technology in retail malls. A total of 318 questionnaires were distributed either by internet, or by hand, and finally get 307 valid samples. Using structural equation modeling (SEM) technique, we try to understand the relationships among the proposed model. Besides, we consider two moderators: age and educational background of consumers. According to the results of the entire sample, there is a positive relationship between enjoyment functions and knowledge function with use and purchase intention. As for the moderating effect of age from Erikson's (1963) theory of identity development process, consumers' values and needs are more stable in the group over 40 years old. The intention of samples between 16 to 25 is more related to adjustment function, value-expressive junction, and enjoyment functions. The 26 to 39 is more related to value-expressive junction, and enjoyment functions. The middle-aged group just related enjoyment functions in effect. As for the moderating effect of educational background, consumers with non-technical background have a strong correlation with value-expressive junction, and both of them are the positively related to adjustment function and enjoyment functions. Our findings can provide implications of segment marketing strategies of retail mall under reality technology.
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