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    Title: AR APP 使用體驗對購買意願的影響:產品知覺價值之探討
    The Effect of AR APP User Experience on Purchase Intention: The Study of Perceived Value of Products
    Authors: 張玉聖
    Chang, Yu-Sheng
    Contributors: 洪為璽
    Hung, Wei-Hsi
    張玉聖
    Chang, Yu-Sheng
    Keywords: 汽車
    AR
    電子商務
    知覺價值
    購買意願
    automotive
    AR
    e-commerce
    perceived value
    intention of purchase
    Date: 2020
    Issue Date: 2020-09-02 13:17:11 (UTC+8)
    Abstract: 台灣汽車市場隨著政府的補貼政策與關稅政策等影響,加上國外汽車大廠以規模經濟的競爭策略拓展全球市場,使台灣的進口車掛牌比例自2008年逐年升高,而知名國際車廠為了更有效經營台灣市場,前後在台灣設立分公司,顯示台灣已成為汽車大廠之兵家必爭之地。
    而汽車產品為高價耐久財,故消費者均偏好實際進入汽車展示間,體驗、試乘過後目標車款後才決定是否購買,而為了突破空間限制,Volkswagen利用擴增實境(Augmented Reality, AR)的科技結合移動裝置APP,讓消費者能夠在不受空間的限制下體驗汽車產品,作為一種電子化行銷的管道。
    本研究透過PLS-SEM偏最小平方結構方程模組,分析消費者對於AR APP的使用體驗、產品知覺價值以及購買意願之間的關係,試圖分析消費者在接觸此種新型商業模式後,對於商品所產生之產品知覺價值以及購買意願的影響,並提供汽車廠商作為改善此APP功能的方向,以及制定未來執行電子行銷策略方向與目標。
    本研究結果發現如下:(1) 使用者對於此賞車APP之使用者體驗與消費者對汽車產品產生之知覺價值有正向關係。(2) 消費者對於汽車產品的產品社會價值與購買意願存在正向關係。(3) 消費者對於產品功能價值(價格)與產品購買意願有正相關性。顯示消費者對於傳統汽車消費之商業模式與電子商務的結合是具有潛力的,此研究結果可提供給汽車廠商未來數位行銷策略方向。
    With the influence of government subsidy policy and tariff policy in Taiwan’s auto market, and the foreign automakers enter Taiwan’s market with the strategy of economies of scale, the selling of Taiwan’s imported car has increased year by year. In order to manage the Taiwan market more effectively, these auto manufacturers have set their branches in Taiwan, which shows that Taiwan has become an important market for global auto markets.
    Automobile products are high-priced and durable goods, so consumers prefer to actually enter the car showroom. They decide whether to buy the target car model after experiencing it. In order to break through the space restrictions, Volkswagen combined Augmented Reality (AR) with mobile device APP, allowing consumers to experience automotive products without space constraints, and make it as a channel for electronic marketing.
    This study use PLS-SEM model to analyze the relationship between consumers` experience of AR APP, product perceived value and purchase intention. This study attempts to analyze the impact of consumers` exposure to this new business model on the perceived value of products and their willingness to purchase, in order to provide car manufacturers as a direction to improve the function of this APP, as well as to set a specific goal for electronic marketing strategies.
    The results of this study found the following results: (1) The user`s user experience of this car appreciation APP is positively related to the consumer`s perceived value of car products. (2) Consumers have a positive relationship between the social perceived value of their products and purchase intentions. (3) Consumers have a positive correlation between product function value (price) and product purchase intention. It shows that consumers can accept the combination of the traditional business model for automobile consumption with e-commerce. The results of this research can provide auto manufacturers with future digital marketing strategies.
    Keywords: automotive, AR, e-commerce, perceived value, intention of purchase
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    107363081
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107363081
    Data Type: thesis
    DOI: 10.6814/NCCU202001529
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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