擴增實境輔助產品資訊呈現對購買意願影響之研究

A Study on the Influence of Augmented Reality Assist Product Information Representation on Purchase Intention

劉庭瑄；黃臣鴻

擴增實境 ； 資訊豐富度 ； 購買意願 ； 電子商務 ； Augmented Reality ； Purchase Intention ； Information Richness ； E-Commerce

數位媒體設計國際研討會論文集

第十四屆（2021 / 06 / 11）

325 - 332

繁體中文

隨著網路購物的蓬勃發展帶動了行動電子商務，其遠距特性使消費者無法觀看實際產品，進而產生資訊認知的落差。本研究探討擴增實境應用確實會增加產品資訊豐富度，且以視覺化尺寸標示、空間環境搭配性、互動操作方式之關鍵因素，會直接影響產品理解程度。進一步探討擴增實境中的資訊呈現及互動方式，結果顯示使用者在使用擴增實境觀看產品時，尺寸數字標註樣式可有效地幫助使用者識別產品資訊，而在手勢滑動之互動方式的使用者滿意度較高。行動電子商務之產品資訊呈現導入擴增實境的應用，可利用手勢滑動和尺寸數字標註樣式以助於提高產品資訊豐富度，進而提升消費者購買意願。

Along with the prosper development of mobile e-commerce, the identification of a product varies to consumers due to being unable to see the product in person. This study introduces Augmented Reality (AR) to present product information. The key factors of visualized size mark, environmental matching, and interact operation influence consumers' understanding of a product. For a further discussion of information display and interaction in the AR, the number maker of size can be effective to help consumers to identify product information. In addition, consumers show higher satisfaction with gesture swiping interaction method. Therefore, the application of the AR in mobile e-commerce field by utilizing marking number of size, and swiping gesture to improve the information richness and consumers' purchase intention.