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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 潘雪 | zh_TW |
| dc.contributor.advisor | Shweta Pandey | en |
| dc.contributor.author | 謝勝帆 | zh_TW |
| dc.contributor.author | Peerayuth Hammanee | en |
| dc.date.accessioned | 2024-07-04T16:10:57Z | - |
| dc.date.available | 2024-07-05 | - |
| dc.date.copyright | 2024-07-04 | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-07-01 | - |
| dc.identifier.citation | Aristantia, V., & Liu, A. Y. (2023). Study of the influence of augmented reality toward consumer’s satisfaction and repurchase intention. Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), 51-63. https://doi.org/10.2991/978-94-6463-216-3_5
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92915 | - |
| dc.description.abstract | none | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-07-04T16:10:57Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-07-04T16:10:57Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Acknowledgment ...................................................................................... i
Abstract.............................................................................................. ii Table of Contents.................................................................................... iii List of Tables and Figures ........................................................................... vi Chapter 1. Introduction ............................................................................... 1 1.1 Background ........................................................................................ 1 1.2 Purpose of the Study and Research Questions ..... ................................................. 5 1.3 Research Overview ................................................................................. 6 1.4 Importance and Significance of the Study .......... ............................................... 6 Chapter 2. Literature Review .......................................................................... 9 2.1 Augmented Reality (AR) ............................................................................ 9 2.2 Customer Perceived Value/ Customer Value .......................................................... 9 2.3 Augmented Reality (AR) and Customer Value ........................................................ 10 2.4 Theoretical Framework ............................................................................ 11 2.4.1 The Cognition–Affect–Conation Model (CAC) ...................... ............................... 14 2.4.2 The Theory of Consumption Value (TCV) .......................................................... 16 2.5 Hypothesis Development and Conceptual Model ...................................................... 18 2.5.1 Perceived Functional Value and Customer Satisfaction ........................................... 18 2.5.2 Perceived Hedonic Value and Customer Satisfaction .............................................. 19 2.5.3 Perceived Expressive Value and Customer Satisfaction ................................... ....... 21 2.5.4 Customer Perceived Similarity Confusion and Customer Satisfaction .............................. 22 2.5.5 Customer Perceived Confusion by Overchoice and Customer Satisfaction ........................... 22 2.5.6 Customer Perceived Creepiness and Customer Satisfaction ........................................ 23 2.5.7 Customer Satisfaction and Customer Purchase Intention .......................................... 24 2.5.8 Impact of Moderators ........................................................................... 26 2.5.9 Conceptual Model ............................................................................... 27 Chapter 3. Methodology ............................................................................... 28 3.1 Research Design................................................................................... 28 3.2 Data Collection Method ........................................................................... 28 3.3 Analysis Technique ............................................................................... 28 3.4 Research Instruments ............................................................................. 29 3.5 Data Collection and Sample ....................................................................... 30 Chapter 4. Analysis and Result ....................................................................... 32 4.1 Analysis Methods.................................................................................. 32 4.2 Construct and Model Measurement .................................................................. 32 4.3 The Structural Model Analysis .................................................................... 35 Chapter 5. Discussion ................................................................................ 38 Chapter 6. Conclusion, Limitations, and Future Research .............................................. 49 6.1 Conclusion ....................................................................................... 49 6.2 Limitations and Future Research .................................................................. 50 References ........................................................................................... 52 Appendix A ........................................................................................... 62 Appendix B ........................................................................................... 65 | - |
| dc.language.iso | en | - |
| dc.subject | 客戶感知價值 | zh_TW |
| dc.subject | 虛擬試穿 | zh_TW |
| dc.subject | 擴增實境 | zh_TW |
| dc.subject | 消費者滿意度 | zh_TW |
| dc.subject | 泰國 | zh_TW |
| dc.subject | 購買意向 | zh_TW |
| dc.subject | Augmented Reality | en |
| dc.subject | Consumer Satisfaction | en |
| dc.subject | Thailand | en |
| dc.subject | Virtual Try-on | en |
| dc.subject | Purchase Intention | en |
| dc.subject | Customer Perceived Values | en |
| dc.title | 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 | zh_TW |
| dc.title | The Influence of Customer Perceived Value of Augmented Reality (AR) on Purchase Intention: A Case Study from L'Oreal Thailand | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.coadvisor | 許文馨 | zh_TW |
| dc.contributor.coadvisor | Audrey Hsu | en |
| dc.contributor.oralexamcommittee | 堯里昂;陳彥豪;曾智揚 | zh_TW |
| dc.contributor.oralexamcommittee | Leon van Jaarsveld;Yen-Hau Chen;Chih-Yang Tseng | en |
| dc.subject.keyword | 擴增實境,客戶感知價值,泰國,消費者滿意度,購買意向,虛擬試穿, | zh_TW |
| dc.subject.keyword | Augmented Reality,Customer Perceived Values,Thailand,Consumer Satisfaction,Purchase Intention,Virtual Try-on, | en |
| dc.relation.page | 67 | - |
| dc.identifier.doi | 10.6342/NTU202401360 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2024-07-01 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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