增強現實 (AR) 的客戶感知價值對購買意願的影響：來自 L'Oreal 泰國的案例研究

Abstract

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In today's marketing landscape, companies' widespread adoption of Augmented Reality (AR) has sparked considerable interest due to its potential to increase sales. However, understanding how AR impacts consumer behavior is crucial for maximizing its effectiveness. This study focuses on the context of customer perceived values of AR applications and their influence on consumer behavior, including customer satisfaction and purchase intention. The study focuses on L’Oréal Thailand as a case study. Departing from prior research models, the study integrates the Cognition–Affect–Conation Model (CAC) with the Theory of Consumption Value (TCV) to examine the cognitive, emotional, and behavioral factors. Beyond highlighting the positive perspectives of customer perceived values of AR, this research encompasses previously unexplored negative aspects such as customer perceived similarity confusion, confusion by overchoice, and creepiness, examining their effects on customer satisfaction and purchase intention. Employing a quantitative approach, data was gathered through an online survey of Thai residents and analyzed using Partial Least Squares Structured Equation Modeling (PLS-SEM), resulting in 208 valid samples. The findings reveal a strong positive correlation between customer satisfaction and purchase intention, driven significantly by perceived functional and expressive values of AR. Interestingly, the study unveils a moderating effect of consumers' product category experience on the relationship between customer satisfaction and purchase intention, indicating AR's effectiveness in reducing uncertainty for newcomers and increasing their purchase intention compared to experienced customers. Overall, this research reveals the importance of aligning AR applications with practical needs and leveraging their social significance to enhance customer satisfaction and drive purchases.