擴增實境(AR)技術已發展多年，近期隨著智慧型手機普及、平板電腦的進步，使得擴增實境(AR)的應用更為多元，有越來越多家公司使用擴增實境(AR)技術，藉此讓消費者有如身歷其境的購物體驗，縮小對商品想像和實際商品的落差，進而增加消費者購買意願。本研究採網路問卷方式，以擴增實境(AR)線上彩妝的使用者作為研究對象，共計回收有效問卷378份，以線性結構方程式進行研究假說之分析。結果顯示AR特徵中的互動性、生動性、空間臨場感皆對消費者情感及認知層面呈現正向顯著影響，而認知層面的感知個人化會顯著影響消費者購買意願以及口碑，有別於過往消費者情感決策方式，消費者較受認知影響其購買意願以及口碑。另一方面，雖然感知侵入性影響感知隱私風險，但對於消費者購買意願以及口碑影響不顯著。本研究的研究結果能夠提供學術界與實務界做為建議與參考。;Augmented Reality (AR) technology has been developed for many years. Recently, with the popularization of smartphones and the advancement of tablet computers, the application of augmented reality (AR) has become more diverse, and more and more companies are using AR. In this way, consumers can experience an immersive shopping experience, reduce the gap between the imagined and actual products, and increase consumers′ willingness to purchase. In this study, an online questionnaire was used, and users of augmented reality (AR) online makeup were used as the research objects. A total of 378 valid questionnaires were collected, and a linear structural equation was used to analyze the research hypothesis. The results show that the interactivity, vividness, and spatial presence of AR features have a positive and significant impact on consumers′ emotional and cognitive levels, and the perceived personalization at the cognitive level will significantly affect consumers′ purchase intention and word of mouth, which is different from the past. Consumers′ emotional decision-making methods, consumers′ more rational cognition affects their purchase intention and word of mouth. On the other hand, although perceived intrusiveness affects perceived privacy risk, it has no significant impact on consumers′ purchase intention and word of mouth. The results of this study can provide suggestions and reference for the academic and practical circles.
