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虚拟现实购物环境中消费者技术接受度的实证研究 ——基于SOR-TAM 整合模型的分析

An Empirical Study on Consumers’ Technology Acceptance in Virtual Reality Shopping Environments : An Analysis Based on the Integrated SOR-TAM Model

王 斐|유조붕
대한중국학회 (Korean Association For Chinese Studies)|2024.12|중국학 (Chinese Studies)|제89호|pp. 665-684

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키워드

소비자 인식구매 의도가상 현실TAM 모형SOR 모형虚拟现实；消费者感知；TAM模型；SOR模型；结构方程模型；购买倾向。구조 방정식 모델

초록

近年来，随着虚拟现实技术（VirtualReality，VR）的发展，相关领域的研究逐渐增加。伴随个人头戴式显示设备在市场上的普及，本文从消费者的角度出发，研究了虚拟现实技术与网络购物相结合的现象，重点探讨了消费者对虚拟现实技术在网络购物中的接受度，并分析了在何种虚拟环境下更易激发消费者的购买倾向。本文基于SOR模型和TAM模型相关理论，构建了SOR-TAM整合模型。并结合当前网络购物环境中的影响因素，进行模型构建，使用SPSS和AMOS对模型假设进行验证。通过对收集的样本进行结构方程模型和中介效应分析，结果表明虚拟现实购物环境中的外在刺激变量心流体验、空间临场感、娱乐性对消费者购买倾向有显著的正向影响；并且发现感知易用性和感知有用性在其中起到链式中介作用，外在刺激变量可以通过中介变量进一步影响消费者购买倾向。

Abstract

In recent years, with the advancement of virtual reality (VR) technology, research in related fields has gradually increased. As personal head-mounted display devices become more prevalent in the market, this study explores the phenomenon of integrating VR technology with online shopping from the consumer's perspective. The study focuses on consumers' acceptance of VR technology in online shopping and analyzes the types of virtual environments most likely to stimulate consumer purchase intention. Based on the SOR (Stimulus-Organism-Response) and TAM (Technology Acceptance Model) theories, a TAM-SOR integrated model was constructed. Taking into account influencing factors in the current online shopping environment, the model was built and tested using SPSS and AMOS to validate the hypotheses. Structural equation modeling and mediation effect analyses on the collected samples indicate that external stimulus variables in a VR shopping environment—such as flow experience, spatial presence, and entertainment—have a significant positive impact on purchase intention. Additionally, perceived ease of use and perceived usefulness serve as chain mediators, enabling external stimulus variables to further influence consumer purchase intention through these mediating variables.

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