「衣」試成主顧：行動擴增實境之沉浸感與臨場感的影響

Virtual Cloth Try-on: The Effect of Immersion and Presence

行動擴增實境體驗已成為趨勢，如何為顧客帶來更流暢的虛擬體驗是業者必須面對的課題。本研究調查快時尚虛擬試衣行動應用程式所引發的沉浸感如何透過物理、自我和社會臨場感影響顧客回應，以及自戀與刺激尋求人格特質的干擾效果。結果發現，虛擬試衣行動應用程式所引發的沉浸感能正向影響物理、自我、社會臨場感，並進一步促進購買意願、拉近消費者與品牌間的關係。此外，高自戀者比低自戀者能強化沉浸感對物理、自我臨場感的關係，並弱化社會臨場感對消費者－品牌關係；高刺激尋求者會強化社會臨場感對消費者－品牌關係的影響。本研究拓展沉浸與臨場感理論至行動擴增實境應用，區分不同臨場感對消費者影響，並提供人格特質所產生的差異。

The popularity of mobile reality has brought challenges to firms about how to enhance consumers’virtual experience. This study aims to investigate immersion effects of mobile virtual cloth try-on app on consumers’responses via spatial-, social-, and self-presence in fast-fashion industry. It also examines personality differences: narcissism and sensation seeking. The results demonstrate that immersion positively affects spatial-, social-, and self-presence, leading to an in close of consumer-brand relationships and purchase intention. Compared to the low level of narcissism, the high level of narcissism is more able to strengthen impacts of immersion on tele- and self-presence, and weaken impacts of social-presence on consumer-brand relationships. This study extends the theories of immersion and presence to mobile augmented reality app. It classifies effect of different kinds of presence on consumers, and offers impacts of personality differences.