擴增實境（augmented reality, AR）逐漸在現代網路購物中受到重視。過去關於AR的研究著重在功能的設計與使用者體驗該科技，較少強調其對消費者行為的影響。換言之，本研究並不探討AR科技本身在相關，而是在乎將社群媒體與AR結合的社群AR對消費者行為的影響。本篇研究主張視角分享、社群充能、心流、及知覺擁有感，可能會影響消費者的購買傾向與APP傳道。除了視角分享與知覺擁有感之連結外，其他所有的研究假說都獲得支持。換言之，不僅是單純的視角分享，創造社群互動有其必要性，來促進購買意願與APP傳道。在設計AR購物網站或APP時，品牌商應考慮加入社群功能，促進社群充能來增強心流與知覺擁有感，進而有較佳的購物體驗與結果。;Augmented reality (AR) is gaining momentum in the contemporary online shopping world. Most of the research about AR shopping primary focused on the function design and user experience associated with the use of such technology, while few discussed its influence on the consumer behavior. In other words, we are not studying the AR technology itself, but interested in the consumer psychology when social media is combined with AR online shopping, known as social AR. The present research explores some important factors such as POV sharing, social empowerment, flow, and perceived ownership, to see whether these determinants may influence purchase intention and APP evangelism, to tell others about the benefits of using AR. Excluding the link between POV sharing and perceived ownership, all of the research hypotheses were supported. In other words, it is essential to create social interaction, rather than POV sharing alone, to promote purchase intention, and APP evangelism. When designing AR online shopping website or APP, brands should consider to incorporate social functions to encourage social empowerment such that flow and perceived ownership may enhance the shopping experience and results.
