探討自我-他人親密程度對科技接受模型之調節效果

Abstract

本研究的主要目的在於探討擴增實境（AR）對消費者購買行為的影響，特別關注自我與他人之間的親密程度對於再次使用意願的影響。研究結合了科技接受模型（TAM）與自我-他人親密程度作為調節變數，透過兩個實驗場景來探討不同親密程度的他人在影響自身使用AR技術的意願方面所造成的差異。在實驗一和實驗二中，本研究選用AR虛擬試穿作為研究場景，以探討不同情境下的消費者行為。實驗一著重於探討自己幫助不同親密程度的人做決定時，自己對AR再次使用意願的影響。研究結果顯示，不同親密程度的人確實會影響自己幫助他人做決定時對AR的再次使用意願。而在實驗二中則探討了聽取不同親密程度的人的意見時對AR再次使用意願的影響。結果發現，不同親密程度的人同樣會影響自己聽取他人意見時對AR的再次使用意願。

The primary objective of this study is to investigate the impact of Augmented Reality (AR) on consumer purchasing behavior, with a specific focus on the influence of self-other intimacy on the behavior intention to reuse AR again. The research combines the Technology Acceptance Model (TAM) with self-other intimacy as a moderating variable, employing two experimental scenarios to explore the variations in the impact of different levels of intimacy between individuals on their willingness to use AR. In study 1 and study 2, the study employs AR virtual try-on as the research context to examine consumer behavior in different scenarios. Study 1 concentrates on how one's behavior intention to reuse AR is affected when assisting individuals with different levels of intimacy in making decisions. The findings indicate that the varying levels of intimacy do indeed influence one's behavior intention to reuse AR while helping others make decisions. Study 2 investigates the effect of receiving opinions from individuals with different intimacy levels on the behavior intention to reuse AR. The results demonstrate that the degree of intimacy once again affects individuals' behavior intention to reuse AR when listening to others' opinions.