Shopping in the Application of Reality Technology:The Antecedents of Consumer Decisions

• Main Authors: Wang, Hsiu-Tzu, 王秀慈
• Other Authors: Laio, Jun-Jie
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/54a5b4

碩士 === 中國文化大學 === 全球品牌與行銷碩士在職學位學程 === 106 === This study focuses on the application of retail malls under the promising reality technology.. Following attitude functions model of Katz (1960) (ie. adjustment function, value-expressive junction, knowledge function and enjoyment functions), we aim to discuss the antecedents of usage intention and purchase intention under the new technology in retail malls. A total of 318 questionnaires were distributed either by internet, or by hand, and finally get 307 valid samples. Using structural equation modeling (SEM) technique, we try to understand the relationships among the proposed model. Besides, we consider two moderators: age and educational background of consumers. According to the results of the entire sample, there is a positive relationship between enjoyment functions and knowledge function with use and purchase intention. As for the moderating effect of age from Erikson's (1963) theory of identity development process, consumers' values and needs are more stable in the group over 40 years old. The intention of samples between 16 to 25 is more related to adjustment function, value-expressive junction, and enjoyment functions. The 26 to 39 is more related to value-expressive junction, and enjoyment functions. The middle-aged group just related enjoyment functions in effect. As for the moderating effect of educational background, consumers with non-technical background have a strong correlation with value-expressive junction, and both of them are the positively related to adjustment function and enjoyment functions. Our findings can provide implications of segment marketing strategies of retail mall under reality technology.