線上VR家具賣場服務人員角色形象特徵初探

A Preliminary Study on the Characters of the Role Image of Service Staff in Online VR Furniture Stores

林忠毅；陸偉彬；黃臣鴻；陳立杰

家具賣場 ； 服務人員 ； 角色形象 ； 虛擬實境 ； 虛擬購物 ； Furniture Stores ； Service Personnel ； Character Images ； Virtual Reality ； Virtual Shopping

數位媒體設計國際研討會論文集

第十四屆（2021 / 06 / 11）

88 - 95

繁體中文

全球於2020年發生了嚴重特殊傳染性肺炎（COVID-19）所引發的疫情，使得各國實體店面銷售嚴峻，尤其是需要大場域面積的家具賣場，經營成本高漲，加上疫情影響來客數大幅減少。VR技術除了不用高額展示空間成本，更能讓客戶免出門也能有親臨賣場的感受。當進入實體家具賣場時，賣場銷售服務人員通常會親切招待詢問購物需求，虛擬實境的家具賣場也需要有相同的服務人員呈現才能讓消費者有如真實感。因此，本研究採用問卷調查法，透過網路問卷方式，探討在線上VR家具賣場服務人員角色形象特徵為何？那些特徵讓消費者願意產生互動，這是會影響到消費者的購物意願。問卷分析得到結論，使用者進入線上VR家具賣場後，您期待這位服務人員是真實人物服務人員是女性的壯年（25－44歲）特質是專業型，服務人員出現的時機為需要時再出現，在VR環境中的呈現方式以3D的方式呈現，虛擬購物家具賣場服務人員外觀展現笑容特徵會讓使用者更願意與服務人員產生互動。

The global outbreak of severe special infectious pneumonia (COVID-19) in 2020 caused severe sales in physical stores in various countries, especially furniture stores that require a large area, high operating costs, and the impact of the epidemic has greatly reduced the number of visitors. . In addition to eliminating the high cost of display space, VR technology also allows customers to feel like visiting the store without going out. When entering the physical furniture store, the sales service staff of the store will usually entertain and inquire about shopping needs. The virtual reality furniture store also needs to have the same service staff to make consumers feel real. Therefore, this research adopts the questionnaire survey method and uses the online questionnaire method to study the characteristics of the role image of the service staff in the online VR furniture store? Those characteristics make consumers willing to interact, which will affect the consumers' willingness to shop. The questionnaire analysis concludes that when you enter the online VR furniture store, you expect the service staff to be a real person. The service staff is a female middle-aged (25-44 years old). The characteristic is professional, and the time for the service staff to appear is when needed. , The presentation in the VR environment is presented in 3D, and the appearance of the service staff in the virtual shopping furniture store will make the user more willing to interact with the staff. The obtained research questionnaire results can provide relevant data needed for subsequent character modeling and planning.