摘要
随着增强现实（AR）技术的快速发展，其在广告领域的应用逐渐成为研究热点。本研究旨在探讨用户对增强现实广告的接受度及其传播效果，通过整合技术接受模型（TAM）与刺激-机体-反应理论（S-O-R），构建了一个综合框架以分析影响用户态度和行为的关键因素。研究采用问卷调查法收集数据，共计回收有效样本523份，并运用结构方程模型进行数据分析。结果表明，感知有用性和感知娱乐性是影响用户接受度的核心变量，而社会影响和技术易用性则起到显著的调节作用。此外，用户的沉浸体验显著正向影响其对广告的态度及购买意愿。本研究的创新点在于首次将感知娱乐性纳入技术接受模型中，揭示了情感因素在增强现实广告中的重要作用。同时，研究发现沉浸感作为中介变量，在技术特性与用户行为之间发挥了关键桥梁作用。这些结论不仅丰富了增强现实广告效果的研究理论，还为广告从业者提供了实践指导，帮助其优化广告设计以提升用户体验和营销效果。
关键词：增强现实广告；用户接受度；感知娱乐性；沉浸体验；技术接受模型
Abstract
With the rapid development of augmented reality (AR) technology, its application in the advertising field has gradually become a research hotspot. This study aims to explore users' acceptance of AR advertisements and their dissemination effects by integrating the Technology Acceptance Model (TAM) with the Stimulus-Organism-Response Theory (S-O-R), thereby constructing a comprehensive fr amework to analyze the critical factors influencing user attitudes and behaviors. Data were collected through a questionnaire survey, resulting in 523 valid samples, and structural equation modeling was employed for data analysis. The findings indicate that perceived usefulness and perceived entertainment are core variables affecting user acceptance, while social influence and perceived ease of use play significant moderating roles. Furthermore, users' immersive experiences have a significantly positive impact on their attitudes toward advertisements and purchase intentions. A key innovation of this study lies in incorporating perceived entertainment into the Technology Acceptment Model for the first time, revealing the crucial role of emotional factors in AR advertisements. Additionally, the study finds that immersion acts as a mediating variable, bridging the gap between technological characteristics and user behaviors. These conclusions not only enrich the theoretical understanding of AR advertisement effectiveness but also provide practical guidance for advertising professionals, assisting them in optimizing advertisement design to enhance user experience and marketing outcomes.
Keywords：Augmented Reality Advertising; User Acceptance; Perceived Entertainment; Immersive Experience; Technology Acceptance Model
目 录
摘要 I
Abstract II
一、绪论 1
(一) 增强现实广告研究背景与意义 1
(二) 用户接受度与效果的研究现状 1
(三) 研究方法与技术路线 2
二、增强现实广告的用户感知分析 2
(一) 用户感知的概念与理论基础 2
(二) 增强现实广告的感知价值研究 3
(三) 用户感知对接受度的影响机制 3
三、增强现实广告的用户接受度影响因素 4
(一) 技术接受模型的应用与扩展 4
(二) 广告内容对用户接受度的作用 4
(三) 交互体验对用户接受度的影响 5
(四) 社会规范与用户接受度的关系 5
四、增强现实广告的效果评估与优化策略 6
(一) 广告效果的衡量指标体系 6
(二) 用户行为数据在效果评估中的应用 6
(三) 增强现实广告效果的优化路径 7
(四) 实践案例分析与启示 7
结 论 9
参考文献 10
