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| Title: | 探索擴增實境在塑造品牌情感和消費者互動中的作用
Exploring the Role of Augmented Reality in Shaping Brand Emotions and Consumer Interactions |
| Authors: | 陳怡臻
Chen, Yi-Chen |
| Contributors: | 林日璇
Lin, Jih-Hsuan
陳怡臻
Chen, Yi-Chen |
| Keywords: | 擴增實境 (AR)
品牌情感
消費者互動
沉浸式體驗
購買意圖
品牌參與
眼鏡產業
家具產業
AR 行銷
Augmented Reality (AR)
Brand Emotion
Consumer Interaction
Immersive Experience
Purchase Intention
Brand Engagement
Eyewear Retail
Furniture Retail
AR Marketing |
| Date: | 2025 |
| Issue Date: | 2025-08-04 15:03:30 (UTC+8) |
| Abstract: | 本研究旨在探討擴增實境（Augmented Reality, AR）如何在不同產業背景中，透過沉浸式與互動式體驗影響消費者的品牌情感與行為反應。研究以眼鏡品牌 OWNDAYS 與家具品牌IKEA為案例，分別代表風格導向與空間導向的產品類型。研究方法採用以質性為主的混合方法設計，先透過 PANAS情緒量表蒐集參與者在擴增實境體驗後的情緒反應，接著進行半結構式深度訪談，進一步探討情感來源與品牌互動歷程。研究結果顯示，當消費者能在擴增實境體驗中扮演主動角色，如自訂空間、試戴產品或進行個人化操作時，其情緒參與度顯著提升，並對品牌產生更深的記憶與正向態度。OWNDAYS 的虛擬試戴功能能激發消費者對「自我形象」的探索與認同，而 IKEA 的擴增實境則透過空間創造與實用功能強化消費者的決策信心與品牌互動感。兩者雖然設計邏輯不同，卻都有效建立情緒連結，並促進品牌好感與推薦意願。此外，研究亦發現情緒反應具溢出效應，使用者在互動中產生的情感不僅影響當下體驗，亦可能延伸至後續品牌態度與忠誠行為。本研究強調，擴增實境不僅是一項技術工具，更是建立品牌情感、提升消費參與與決策支持的關鍵媒介，並提出企業在設計擴增實境體驗時結合情緒設計與實用功能的具體策略建議。
With the current advances in emerging technologies, Augmented Reality (AR) has become an essential tool in brand marketing. Understanding and effectively applying AR technology is crucial, as companies continuously seek new ways to attract customers and enhance brand engagement. While extensive research on AR Experience Marketing can provide a unique brand consumption experience, little is known about the reasons for deepening customers' impressions of the brand, triggering the motivation and emotions behind the desire to buy. Further research is needed to clarify the reasons and motivations behind this phenomenon. This research investigated the similarities and differences in consumers’ feelings and reactions when two high-engagement brands, OWNDAYS (in the eyewear industry) and IKEA (in the furniture industry), utilized AR technology to interact with consumers. The present research aims to explore these gaps by moving beyond the survey method and conducting in-depth customer interviews, providing insight into AR technology that bridges brand interaction, brand emotion, and consumer decision-making. The findings reveal that interactive design in AR experience can effectively enhance brand emotion and memory, influencing recommendation intention. However, practicality emerged as the key mediating factor when emotion was elicited. If the AR experience induces excessive negative emotions (e.g., confusion or disappointment), the willingness to recommend the brand may decline. |
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| Description: | 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
112ZM1011 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112ZM1011 |
| Data Type: | thesis |
| Appears in Collections: | [全球傳播與創新科技碩士學位學程] 學位論文
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