| 范畅,孙冉,林长松.基于 buy+ 平台探究：虚拟现实技术对消费者购买意愿的影响[J].情报工程,2017,3(2):070-077 |
| 基于 buy+ 平台探究：虚拟现实技术对消费者购买意愿的影响 |
| the influence of Virtual reality technologyon Purchase intention the of consumer—anExploration based on buy+ Platform |
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| DOI：10.3772/j.issn.2095-915X.2017.02.009 |
| 中文关键词: 虚拟商城，VR，用户意愿 |
| 英文关键词: Virtual shopping mall, virtual reality, user intention |
| 基金项目: |
| 作者 | 单位 | | 范畅 | 武汉大学信息管理学院 | | 孙冉 | 武汉大学信息管理学院 | | 林长松 | 武汉大学信息管理学院 |
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| 中文摘要: |
| 本文基于 buy+ 平台，研究虚拟商城的特性对用户感知判断和使用意愿的影响，以了解 VR 技
术是如何影响消费者购买行为的。我们通过前期调研提出 VR-UINT 模型，然后依据模型进行问卷调查，
发现用户与产品的交互以及虚拟世界自身的生动性能增强用户购物过程的感知体验和娱乐性，但远程
呈现的影响却不显著；其次，较好的感知诊断和娱乐性有利于户进入沉浸式购物体验，使其更愿意回
到虚拟世界中，VR 技术的应用将会推动电子商务的进一步发展。 |
| 英文摘要: |
| In order to understand how virtual reality (VR) technology influence the consumer buying action,
this paper discussed the influence of virtual shopping mall on the perception and intention of user through
the Buy+ platform. We applied the questionnaire based on the VR-UINT pattern, which was proposed by the
preliminary investigation, and found that product and the vividness of virtual world can improve the perceived
experience and enjoyment of user while the telepresence can’t improve it. In addition, a better perceived and
shopping enjoyment can lead the user to a better shopping experience, which make them prefer to return to
the virtual world. The results of study indicate that applying the VR technology can improve the development In order to understand how virtual reality (VR) technology influence the consumer buying action,
this paper discussed the influence of virtual shopping mall on the perception and intention of user through
the Buy+ platform. We applied the questionnaire based on the VR-UINT pattern, which was proposed by the
preliminary investigation, and found that product and the vividness of virtual world can improve the perceived
experience and enjoyment of user while the telepresence can’t improve it. In addition, a better perceived and
shopping enjoyment can lead the user to a better shopping experience, which make them prefer to return to
the virtual world. The results of study indicate that applying the VR technology can improve the development In order to understand how virtual reality (VR) technology influence the consumer buying action,
this paper discussed the influence of virtual shopping mall on the perception and intention of user through
the Buy+ platform. We applied the questionnaire based on the VR-UINT pattern, which was proposed by the
preliminary investigation, and found that product and the vividness of virtual world can improve the perceived
experience and enjoyment of user while the telepresence can’t improve it. In addition, a better perceived and
shopping enjoyment can lead the user to a better shopping experience, which make them prefer to return to
the virtual world. The results of study indicate that applying the VR technology can improve the development of electronic commerce further. |
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