行動擴增實境商品體驗已成為未來趨勢，然而如何為顧客帶來更流暢的虛擬體驗是業者必須面對的課題。有鑑於此，本研究以快時尚虛擬試衣行動應用程式為背景，探討其所引發的沉浸感如何透過物理、自我和社會臨場感影響顧客回應。此外更以自戀與刺激尋求人格特質作為干擾變數，調查該變數對臨場感的干擾效果。本研究結果發現，虛擬試衣行動應用程式所引發的沉浸感能正向影響物理、自我、社會臨場感，並進一步促進購買意願、拉近顧客與品牌間的關係。此外，高自戀者比低自戀者能強化沉浸感對物理、自我臨場感的關係，並弱化社會臨場感對顧客-品牌關係；高刺激尋求者會強化社會臨場感對沉浸感、顧客-品牌關係的影響。本研究拓展行動擴增實境應用至虛擬試衣領域，並提供建議給欲開發虛擬試衣行動應用程式之企業，針對主流客群所在意的臨場感類別開發行動擴增實境，以此發揮行動擴增實境的行銷效益。

Mobile Augmented Reality has become a trend in the future. However, to retailers, how to bring a smoother virtual experience for customers is the most difficult challenge. Thus, this study explored how immersion and presence affect on customer response under the background of virtual cloth try-on. Nevertheless, this study investigated how two personalities, narcissism and sensation seeking, moderated the effect of presence. The result revealed that the immersion had positive effect on physical presence, self-presence and social presence, it prompted purchase intension, and built a close relationship between customers and brands. Moreover, compared to low level of narcissism, high level of narcissism strengthened the effect between immersion, physical presence and self-presence, and it weakened the effect between social presence and customer-brand relationship. High level of sensation seeking strengthened the effect of social presence to immersion and customer-brand relationship. The study brought the Mobile Augmented Reality to the field of virtual cloth try-on, and it provided suggestions to managers who plan to develop apps.

論文審定書 ..i
誌謝 .ii
中文摘要 .iii
英文摘要 iv
第壹章、緒論 1
第一節、研究背景與動機 1
第二節、研究問題與目的 3
第貳章、文獻回顧 5
第一節、快時尚產業 5
一、快時尚的歷史 5
二、時尚產業的市場現況 7
三、時尚產業的市場困境 10
四、快時尚的相關研究 11
第二節、擴增實境 12
一、擴增實境 12
二、快時尚行動擴增實境平台 13
三、擴增實境的行銷應用 16
四、擴增實境的相關研究 19
第三節、臨場感 21
一、臨場感 21
二、臨場感的類型 24
三、臨場感對電商的利處 25
第四節、沉浸感 26
第五節、顧客回應 27
第六節、人格特質 28
一、自戀 31
二、刺激尋求 32
第參章、研究方法 33
第一節、研究架構 33
第二節、研究假說 33
一、沉浸感對臨場感的影響 33
二、臨場感對顧客回應的影響 34
三、人格特質的干擾效果 34
第三節、研究對象 35
第四節、研究工具 36
一、沉浸感 36
二、臨場感 36
三、顧客回應 37
四、人格特質 37
第五節、研究程序 38
第肆章、統計檢定 38
第一節、描述性統計 38
第二節、信效度分析 40
一、整體信效度分析 41
二、自戀與刺激尋求人格信效度分析 44
三、區別效度檢驗 46
四、路徑分析 47
五、人格特質對模型的干擾效果 49
第三節、假說檢定 56

第伍章、研究討論 57
第一節、沉浸感對臨場感的影響 57
第二節、臨場感對顧客回應的影響 57
第三節、自戀與刺激尋求的干擾作用 58

第陸章、結論與建議 59
第一節、結論 59
第二節、研究貢獻 59
一、理論貢獻 59
二、實務貢獻 60
三、研究限制與建議 61
參考文獻 63
附錄 78

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