School of Economics and Management, Ningbo University of Technology, Ningbo, Zhejiang, China.
School of Economics and Management, Inner Mongolia Agricultural University, Hohhot, Inner Mongolia, China.
PLoS One. 2024 Aug 26;19(8):e0309468. doi: 10.1371/journal.pone.0309468. eCollection 2024.
Augmented Reality (AR) offers a rich business format, convenient applications, great industrial potential, and strong commercial benefits. The integration of AR technology with online shopping has brought tremendous changes to e-commerce. The Technology Acceptance Model (TAM) is a mature model for assessing consumer acceptance of new technologies, and applying it to evaluate the impact of AR online shopping experiences on consumer purchase intention is an urgently needed area of research. Firstly, the typical applications of AR in online shopping were reviewed, and the connotations and experiences of AR online shopping were summarized. Secondly, using the five types of AR online shopping experiences as antecedent variables, and perceived ease of use and perceived usefulness as intermediate variables, a theoretical model was constructed to explore the impact of AR online shopping experiences on customer purchase intentions, followed by an empirical study. Finally, suggestions were proposed for optimizing the online shopping experience to enhance purchase intentions. The article expands the application scenarios of the Technology Acceptance Model and enriches the theory of consumer behavior in Metaverse e-commerce.
增强现实（AR）提供了丰富的商业形式、便捷的应用、巨大的产业潜力和强大的商业效益。AR 技术与在线购物的融合给电子商务带来了巨大的变革。技术接受模型（TAM）是评估消费者对新技术接受程度的成熟模型，将其应用于评估 AR 在线购物体验对消费者购买意愿的影响是一个急需研究的领域。首先，回顾了 AR 在在线购物中的典型应用，总结了 AR 在线购物的内涵和体验。其次，以五种类型的 AR 在线购物体验作为前因变量，以感知易用性和感知有用性作为中间变量，构建了一个理论模型，以探索 AR 在线购物体验对顾客购买意愿的影响，然后进行了实证研究。最后，提出了优化在线购物体验以增强购买意愿的建议。本文拓展了技术接受模型的应用场景，丰富了元宇宙电子商务中消费者行为理论。
