| Summary: | 碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 106 === With the technology progress, there are more and more industries applying augmented reality(AR). Although AR has been developed for decades, when there is a new AR application on new industry, consumer will still take that as an innovation. When consumers are interested in AR application in new industry, they will use AR to explore product information. The characteristic of AR can make consumers gain more product information easily. When consumers adopt AR application in new industry, they will emerge purchase intention. This study will discuss if consumer get the aid of AR, whether they emerge motivation then adopt AR application, and generate exploratory behavior and purchase intention.
This study conduct research model with four variables which are Innovation Diffusion Theory(IDT), Self-determinant Theory(SDT), exploratory behavior, and purchase intention. This study conducts quantitative study, analyzing data from subjects which were recruited in public. Conduct regression analysis to examine the relationship between variables. The result shows that IDT is high-positive correlated with exploratory behavior and purchase intention, and SDT is high-positive correlated with exploratory behavior and purchase intention.
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