探討擴增實境應用於客戶體驗對顧客購買行為影響 之研究—以平價服飾為例

Abstract

隨著全球化的趨勢，M型社會的結構對於消費習慣的影響愈益明顯，「平價時尚」的服飾風潮應勢而起，消費者對於合理的價位、高質感、流行元素等要素越來越重視，各家廠商也紛紛進而改變行銷策略，投入資源應用擴增實境這項科技新技術以加強消費者的體驗感，創造新的商機。 因此本研究將著重在探討應用擴增實境對消費者購物意願的影響，透過聯合分析法衡量消費者對各個屬性的偏好程度，進一步了解擴增實境所能創造之價值，提供企業一個衡量的架構與方法，此外配合相關的市場區隔與交叉分析，了解不同類型的消費者對體驗深度的偏好差異。 最後結合上述分析，提供企業一個行銷的策略與方向，同時說明有關研究的限制與修正方法，依此描述未來可繼續研究的主題內容。

With the advance and consequence of globalization, the M-shaped society has a growing effect on consumer behavior. “Affordable fashion” comes with the fact that consumers are paying more and more attentions to reasonable price, high quality, and fashion design and thus lots of corporates are changing their marketing approaches, investing in augmented reality to enhance consumer experiences for new business opportunities. Therefore, this study will focus on the effect that the application of augmented reality in marketing on consumer behavior. We will measure the buying preference from consumers’ perspectives with conjoint analysis and then, step further to figure out the value that the application of augmented reality could create for business, providing corporates a measuring structure and method. Meanwhile, we will also offer insights of preference differentiation from different market segments. Last but not least, this study will provide suggestion of marketing strategy, limitation and modification of the research, giving directions to the future research.