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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Ying-Hui Yu | en |
| dc.contributor.author | 于茵卉 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:22:51Z | - |
| dc.date.available | 2021-08-06 | |
| dc.date.available | 2022-11-23T09:22:51Z | - |
| dc.date.copyright | 2021-08-06 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-07-20 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80044 | - |
| dc.description.abstract | 隨著科技的發展，AR 擴增實境科技多被許多產業使用於優化消費者體驗。本研究在探討消費者在選購彩妝品前，使用AR擴增實境試妝科技的因素以及各原因影響行為意圖的程度。整個研究以 Venkatesh et al. (2012) 提出的UTAUT2 理論，以績效預期、預期努力、社會影響、便利條件、享樂動機、習慣，五種潛在變數，再額外延伸其他文獻中曾提及會影響新科技使用意圖的三種因素，包括隱私權問題、風險與不確定性以及心理擁有，利用九大面向建立AR 擴增實境試妝科技模型，探討每種變因如何影響行為意圖。 為建立可有效解釋未來AR擴增實境試妝科技實際使用的狀況，本研究利用先前文獻UTAUT2的量表，以及隱私權與心理擁有量表，再加以修飾調整問題敘述，最後以問卷進行研究。 後續研究分析是以 SmartPLS3.3.3 軟體進行結構方程式分析，透過軟體運算整體模型的信效度與適配度，最後確認整體模型所有潛在構面都有達到收斂效度及區別效度，整體模型的解釋度屬於中等解釋能力的模型。 分析問卷數據後，本研究獲得富含學術價值的研究結論：績效預期、享樂動機、習慣與心理擁有能正向影響行為意圖，而風險與不確定性會顯著地反向影響行為意圖。未來若美妝企業欲使用AR擴增實境試妝科技為消費者提供線上試妝服務，應將績效預期、享樂動機、習慣與心理擁有四大元素加入AR擴增試妝的功能中，並避免使用者感知風險與不確定性，才能將AR擴增試妝科技的功用發揮至極大值，打造更緊密的顧客關係。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:22:51Z (GMT). No. of bitstreams: 1 U0001-1507202118084100.pdf: 5030113 bytes, checksum: ff7253be0676147a07d62b5db3acbf39 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | "口試委員會審定書 I 致謝 II 摘要 III ABSTRACT IV 目錄 V 圖目錄 VII 表目錄 VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與研究問題 4 第三節 研究流程 4 第二章 文獻回顧 6 第一節 擴增實境 (AUGMENTED REALITY, AR) 6 第二節 科技接受模型演變 11 第三節 整合科技接受模型 (UTAUT) 11 第四節 延伸型整合科技接受模型 (UTAUT2) 13 第五節 科技的隱私權問題 (PRIVACY) 16 第六節 風險與不確定性 (RISK AND UNCERTAINTY) 16 第七節 心理擁有 (PSYCHOLOGICAL OWNERSHIP) 17 第八節 文獻回顧小結 18 第三章 研究方法 19 第一節 研究假設和研究架構 19 第二節 研究問卷設計 23 第三節 問卷資料蒐集 24 第四章 研究發現 26 第一節 敘述性統計結果 26 第二節 測量模型分析 36 第三節 結構方程模式分析 46 第四節 調節效果檢定 59 第五章 結論與建議 62 第一節 研究結果 62 第二節 學術貢獻 63 第三節 行銷意涵 63 第四節 研究限制 65 第五節 未來研究方向 65 參考文獻 67 附錄 78" | |
| dc.language.iso | zh-TW | |
| dc.subject | 風險與不確定性 | zh_TW |
| dc.subject | 延伸型整合科技接受模型 | zh_TW |
| dc.subject | 科技隱私權 | zh_TW |
| dc.subject | 心理擁有 | zh_TW |
| dc.subject | AR擴增實境科技 | zh_TW |
| dc.subject | Risk and uncertainty | en |
| dc.subject | Psychological ownership | en |
| dc.subject | UTAUT2 | en |
| dc.subject | Augmented reality | en |
| dc.subject | Privacy | en |
| dc.title | AR 擴增實境試妝科技與消費者使用動機之研究 | zh_TW |
| dc.title | An Analysis of Augmented Reality-based Virtual Makeup Technology and Consumer Usage Behavior | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳亭廷(Hsin-Tsai Liu),潘令妍(Chih-Yang Tseng) | |
| dc.subject.keyword | AR擴增實境科技,延伸型整合科技接受模型,科技隱私權,心理擁有,風險與不確定性, | zh_TW |
| dc.subject.keyword | Augmented reality,UTAUT2,Privacy,Psychological ownership,Risk and uncertainty, | en |
| dc.relation.page | 87 | |
| dc.identifier.doi | 10.6342/NTU202101495 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-07-20 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| Appears in Collections: | 國際企業學系 | |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| U0001-1507202118084100.pdf | 4.91 MB | Adobe PDF | View/Open |
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