近年來擴增實境與虛擬試戴技術逐漸成熟，擴增實境技術正在對各種行銷方式產生深遠的影響，並吸引了越來越多的研究人員關注。擴增實境使消費者能夠在自己的臉部或周圍環境中虛擬地即時試用產品，在本研究中藉由推敲可能性模型並整合科技接受模型，探討消費者的使用決策因素，文中利用推敲可能性模型說服的兩條基本路徑將資訊品質和來源可信度構建了一個理論模型，以驗證消費者如何感知到有用性與初始信任進而影響態度和行為意圖，另外也將擴增實境技術所帶來的自我臨場感做為調節變數，探討其是否能夠調節推敲可能性模型中央路徑的資訊品質與周邊路徑的來源可信度對感知有用性和初始信任之間的關係，以提供服務業者擬訂行銷方案或改良產品、服務之方向。本研究透過網路問卷調查法蒐集樣本資料，總共蒐集了376份有效樣本，並且利用SmartPLS 3.0的結構方程模式(SEM)來做分析。結果顯示資訊品質、來源可信度是消費者選擇採用擴增實境虛擬試戴眼鏡服務的重要因素，而自我臨場感能調節資訊品質和來源可信度對感知有用性之間的關係。

In recent years, augmented reality and virtual try-on technologies have matured gradually, and augmented reality technology is having a profound impact on various marketing strategies and attracting more and more researchers' attentions. Augmented reality enables consumers to try products virtually and instantaneously on their face or in surrounding environments. In this research, by examining the research model integrating elaboration likelihood model and the technology acceptance model, we explored the consumer's decision-making factors. The two persuasion paths of the elaboration likelihood model were adopted to examine the effects of information quality and source credibility on perceive usefulness and initial trust. The influences on attitudes and behavioral intentions were discussed. In addition, the self-presence sensation brought by augmented reality technology was used as a moderator to explore whether it can moderate the central route and the peripheral route. We collected a total of 376 valid samples. The structural equation model (SEM) of SmartPLS 3.0 was used for analysis. The results showed that information quality and source credibility are important factors for consumers to choose augmented reality try-on glasses services. And self-presence can moderate the relationship between information quality and perceived usefulness and the relationship between source credibility and perceived usefulness.

目錄
第1章	緒論	1
1.1	研究背景	1
1.2	研究動機與目的	3
第2章	文獻探討與假說推論	7
2.1	擴增實境	7
2.2	虛擬試戴應用	8
2.3	推敲可能性模型(Elaboration Likelihood Model)	9
2.4	科技接受模型(Technology Acceptance Model)	13
2.5	臨場感	14
2.6	初始信任	14
2.7	研究架構	15
2.8	研究假說	15
第3章	研究方法與步驟	21
3.1	研究對象	21
3.2	資料蒐集方式	22
3.3	變項定義與衡量	23
第4章	研究結果	28
4.1	一般敘述性統計	28
4.2	量測模型	28
4.3	結構模式(Structural model)	31
4.4	分析結果	32
第5章    研究發現與討論    35
第6章    研究結論與建議   37
6.1	研究結論	37
6.2	管理意涵	37
6.3	研究限制與後續研究建議	38
第7章    參考文獻   40
  

圖目錄
圖 2 1研究架構	15
圖 3 1臉部掃描示意圖	22
圖 3 2臉部掃描示意圖	22
圖 3 3臉部掃描示意圖	22
圖 3 4臉部掃描列表示意圖	22
圖 3 5臉部數據示意圖	22
圖 3 6臉部數據示意圖	22
圖 3-7調查體驗流程圖	23
圖 4-1模型分析結果	31
圖 4-2自我臨場感對資訊品質與感知有用性之間關係的調節效果分析	34
圖 4-3自我臨場感對來源可信度與感知有用性之間關係的調節效果分析 34




 
表目錄
表 1-1應用推敲可能性模型之研究整理	10
表 3 1資訊品質問項	24
表 3 2來源可信度問項	24
表 3 3感知有用性問項	25
表 3 4初始信任問項	26
表 3 5自我臨場感問項	26
表 3 6態度問項	27
表 3-7行為意圖問項	27
表 4-1受測者之敘述性統計	28
表 4-2信度檢測結果	29
表 4-3效度檢測結果	29
表 4-4因素負荷量、交叉負荷量、平均數測量結果	29
表 4-5偏度、峰度、區別效度測量結果	30
表 4-6 R Square分析結果	32
表 4-7分析結果	32

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