摘 要
随着信息技术的迅猛发展，虚拟现实技术逐渐渗透到商业领域，为购物体验带来了前所未有的变革。本研究旨在探讨消费者对虚拟现实购物体验的接受度，基于技术接受模型并融入感知风险、沉浸感等变量构建理论框架，通过问卷调查法收集数据，共获取有效样本1200份。运用结构方程模型进行数据分析，结果显示感知有用性、感知易用性对消费者接受度有显著正向影响，沉浸感在其中起着重要的中介作用，而感知风险则产生负向影响。创新之处在于将沉浸感纳入技术接受模型中考察其对接受度的影响路径，并且区分了不同年龄层次消费者的差异性反应，发现年轻群体更易受沉浸感驱动，年长者则更关注风险因素。这不仅丰富了虚拟现实购物体验领域的理论研究成果，也为商家提供了针对性的营销策略建议，如针对年轻消费者强化沉浸式体验设计，对于年长消费者应注重降低其感知风险，以提高整体市场接受度。
关键词：虚拟现实购物体验 技术接受模型 沉浸感
Abstract
With the rapid development of information technology, virtual reality (VR) technology has gradually permeated the commercial sector, bringing unprecedented transformations to shopping experiences. This study aims to investigate consumers' acceptance of VR shopping experiences. Based on the Technology Acceptance Model (TAM), this research incorporates additional variables such as perceived risk and immersion to construct a theoretical fr amework. Data were collected through a questionnaire survey, yielding 1,200 valid samples. Structural Equation Modeling (SEM) was employed for data analysis, revealing that perceived usefulness and perceived ease of use have significant positive effects on consumer acceptance, while immersion plays a crucial mediating role. In contrast, perceived risk exerts a negative influence. The novelty of this study lies in integrating immersion into TAM to examine its impact pathway on acceptance, as well as differentiating the responses of consumers across various age groups. It was found that younger consumers are more likely to be driven by immersion, whereas older consumers focus more on risk factors. These findings not only enrich the theoretical research on VR shopping experiences but also provide targeted marketing strategy recommendations for businesses. For instance, enhancing immersive experience design for younger consumers and reducing perceived risk for older consumers can improve overall market acceptance.
Keyword:Virtual Reality Shopping Experience Technology Acceptance Model Immersion
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
1.3研究方法概述 2
2消费者认知与态度分析 2
2.1虚拟现实购物的概念理解 2
2.2消费者态度影响因素 3
2.3不同群体的认知差异 3
3接受度的影响因素探究 4
3.1技术特性对接受度的影响 4
3.2使用场景与接受度关系 5
3.3社会文化因素的作用 5
4促进接受度的策略探讨 6
4.1提升技术体验质量 6
4.2构建信任机制 6
4.3加强用户教育引导 7
结论 8
参考文献 9
致谢 10
