모바일 쇼핑에서 AR 제품 프레젠테이션의 특성이 소비자의 구매의도에 미치는 영향에 관한 연구-중국 소비자들을 중심으로

초록

Purpose: This study aims to verify the relationship between the AR shopping environment and the consumer’s purchase intention based on the SOR theory in environmental psychology. Composition/Logic: The characteristics of AR presentation-interactivity, vividness, enjoyment-are used as stimulus variables in SOR theory, flow experience and perceived risk as organism variables, and consumer purchase intentions as response variables. PLS method was used to test hypotheses. Findings: Analysis results show that the environmental characteristics of AR product presentations -interactivity, vividness, enjoyment-have a positive effect on consumers' flow experience. Moreover, the interactivity and vividness of AR product presentation have a negative effect on consumers’ perceived risk, and vividness is the factor that has the greatest impact perceived risk. In addition, the flow experience of consumers in the AR virtual shopping environment has a positive impact on purchase and the perceived risk has a negative impact on purchase intentions. This research is of great significance to the application of AR technology in online shopping. It is recommended that online enterprises should pay attention to the interactivity, vividness and enjoyment of AR product presentation to design a better AR product presentation. Originality/Value: This research is of great significance to the application of AR technology in online shopping. It is recommended that online enterprises should pay attention to the interactivity, vividness and enjoyment of AR product presentation when designing AR product presentation.

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