A Study On The Impact Of Augmented Reality Design Features On Consumers' Online Purchase Intention Under The Background Of E-commerce

Recently,with the rapid development of the Internet economy,e-commerce is accepted by more and more consumers because it is convenient and time-saving.Compared with the traditional offline trade,one of the most important limitations of e-commerce is that consumers can't feel products and sevices by themselves.So many e-commerce websites have to take various methods to improve virtual experience.Augmented reality as a new technology of virtual experience is more and more combined with electronic commerce.But the design form of augmented reality is single,the authenticity is low,and the immersive is not strong.All those features strongly affect the user's experience.Some people think that augmented reality is only a kind of marketing method that attracts consumers and its usability is not strong.Therefore,study on whether the augmented reality can influence consumers'online purchase intention and what design features can impact the availability of it is necessary.In this study,we refer to related researches home and abroad.We study what and how the augmented reality design features affect consumers' online purchase intention based on the visualization theory and S-O-R model.The main research objectives and research significances of this study are:Theoretically,improving and completing the theory and research method of augmented reality;pratically,providing guidance to the application of augmented reality technology in e-commerce.This research has finished the following three works:(1)Bring the visual consistency to the empirical study of augmented reality innovatively;develop the scale of visual consistency scientifically.(2)Put forward the model and hypothesis of how augmented reality design features impact consumers' online purchase intention,design questionnaires,collect data,analyze data with SPSS 22.0 and AMOS 21.0,and vertify the hypothesis.The result shows that the design characters of augmented reality can affect consumers' online purchase intention,and proves the influence degree is affected by product type.(3)Expand the research conclusion and put forward suggestions for the development of augmented reality technology,the development of electronic commerce,the application of augmented reality technology in e-commerce.At the end of the research,we summarize the research results,put forward the enlightenment,analyze the contribution and the insufficiency,and provide direction for the further work.