增强现实体验下的创新与文化:消费者虚拟服装购买意愿研究  

Innovation and culture in augmented reality experience:Study on consumerpurchase intentions for virtual apparel

作　　者：林儒凡 仇乐恺 余逸涵 夏帆[1] LIN Rufan;QIU Lekai;YU Yihan;XIA Fan(School of Fashion Design&Engineering,Zhejiang Sci-Tech University,Hangzhou 310018,China;Shi Liangcai School of Journalism and Communication,Zhejiang Sci-Tech University,Hangzhou 310018,China;Ontario Institute for Studies in Education,University of Toronto,Toronto ON M5S 1V6,Canada)

机构地区：[1]浙江理工大学服装学院,杭州310018 [2]浙江理工大学史量才新闻与传播学院,杭州310018 [3]多伦多大学教育研究所,加拿大多伦多ON M5S 1V6

出　　处：《丝绸》2024年第12期117-126,共10页Journal of Silk

基　　金：国家社会科学基金重点项目(19AMZ009)。

摘　　要：在全球数字时尚迅速扩张之际,各大品牌纷纷推出各具特色的虚拟服装,成为国内外时尚界研究的热点,但对于消费者购买AR虚拟服装动机的探索仍显不足。为了促进消费者的期望与市场及时尚设计的发展相一致,文章基于创新扩散理论、SOR模型,通过对文献的梳理,构建了包含相对优势性、兼容性、复杂性、传统文化元素的真实性、感知价值、满意度、购买意向七个潜在变量的理论模型,并对325份调查数据进行了有效分析。结果表明,相对优势性、传统文化元素的真实性、感知价值、满意度对消费者的购买意愿产生显著的直接影响,而复杂性产生显著负面影响,兼容性则不对购买意愿产生显著影响。其中,感知价值和满意度发挥中介作用,总体来说感知价值的中介效应较强。研究揭示了虚拟服装的AR体验如何影响消费者的购买决策,强调了理解消费者购买动机在虚拟服装市场的重要性,为虚拟服装的设计师和品牌运营者提供了参考。As digital fashion evolves,virtual apparel has gradually become a hot topic in both the fashion and technology fields.However,there remains a gap in exploring consumer behavior towards purchasing virtual apparel in augmented reality environments.This study,based on the innovation diffusion theory and the Stimulus-Organism-Response(SOR)model,investigates the behavioral mechanisms behind consumer purchases of AR virtual apparel.A theoretical model incorporating seven latent variables—relative advantage,compatibility,complexity,authenticity of cultural elements,perceived value,satisfaction,and purchase intention—was constructed to analyze how these variables influence consumer purchasing decisions.Analysis of 325 valid questionnaire responses revealed that relative advantage,authenticity of cultural elements,perceived value,and satisfaction have a significantly positive impact on purchase intentions,while complexity has a significantly negative effect.These results indicate that the technical features and cultural value of virtual apparel are crucial in promoting consumer buying behavior,whereas overly complex interfaces may hinder consumer acceptance.Additionally,perceived value and satisfaction play important mediator roles between relative advantage,authenticity of cultural elements,and purchase intentions.Specifically,the mediating effect of perceived value is stronger than that of satisfaction,suggesting that the enhanced perceived value,after consumers recognize the advantages and cultural authenticity of virtual apparel,significantly boosts their purchase intentions.This finding underscores the importance of enhancing the perceived value and cultural content in the design and promotion of virtual apparel.The study also explores the impact of compatibility on purchase intentions.Although compatibility does not directly affect purchase intentions,it indirectly fosters them through perceived value and satisfaction,indicating that high compatibility with consumer values and lifestyles can enhance acceptance o

关 键 词：创新扩散 传统文化元素的真实性 AR虚拟服装 购买意愿 刺激—机体—反应(SOR) 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]