增强现实与虚拟现实对消费者心理的影响及作用机制  

The Impact of Augmented Reality and Virtual Reality on Consumers and the Mechanism

作　　者：柳武妹[1] 宋鹏飞 杨巧英 Liu Wumei;Song Pengfei;Yang Qiaoying(Schoo of Management,Lanzhou University,Lanzhou,730000)

机构地区：[1]兰州大学管理学院,兰州730000

出　　处：《珞珈管理评论》2025年第2期33-56,共24页Luojia Management Review

基　　金：国家自然科学基金面上项目“消费者和智能设备界面的感官互动对其决策和偏好的影响及机理研究:视听触感官互动视角”(72472063);教育部人文社会科学规划基金项目一般项目“租赁产品对消费者行为的双刃剑影响、机理及应对策略”(24YJA630058);兰州大学文科振兴计划(B类)团队项目(青苗工程)“消费者和智能设备界面的感官互动对其决策偏好的影响研究”(2024lzujbkyqm002);甘肃省基础研究计划-软科学专项“甘肃打造国际知名旅游目的地的形成路径和推广路径研究”(25JRZA010)。

摘　　要：随着增强现实和虚拟现实技术的发展,企业已经意识到两者在营销中的价值。增强现实和虚拟现实技术被认为可以丰富和重塑消费者的购物体验,带来新的零售体验。作为两种不同的沉浸技术,两者在技术特性和对消费者影响方面存在许多相似之处,导致了使用和研究上的混淆。而当前学术界缺乏整合的研究框架对这两种技术的营销影响进行分析与比较。针对这一问题,本研究对增强现实与虚拟现实的概念和特性进行了明确的阐述与区分,梳理了增强现实与虚拟现实营销工具对消费者的认知、情感和行为方面的影响、内在机制与边界条件,并进一步从技术接纳、媒介丰富度、心流体验和临场感的角度解释了增强现实与虚拟现实技术对消费者产生异同影响的原因。在此基础上,本文提出了未来可以深入研究的方向,希望给营销从业人员和学者提供一定的参考。With the development of AR and VR technologies,businesses have realized their value in marketing.AR and VR are believed to enrich and reshape consumers'shopping experiences,creating new retail paradigms.As two distinct immersive technologies,they share many similarities in technical characteristics and have a similar impact on consumers,often leading to confusion in usage and research.However,the current academic literature lacks an integrated research framework for analyzing and comparing these two technologies. Addressing this gap, this study provides a clear exposition and differentiation of theconcepts and characteristics of AR and VR, outlining their effects on consumers' cognition, emotions, andbehaviors, as well as the underlying mechanisms and boundary conditions of AR and VR marketing tools.Furthermore, from the perspectives of technological acceptance, media richness, flow experience, andpresence, this study explains the reasons for the similarities and differences in the impacts of AR and VR onconsumers.Based on this foundation, the paper proposes directions for future in-depth research, aiming toprovide insights for marketing practitioners and scholars.

关 键 词：沉浸技术 虚拟现实 增强现实 消费者行为 

分 类 号：F270[经济管理—企业管理]