增强现实图书用户购买意愿的影响因素研究

A Study on The Impact Factors of Customers' Pruchase Intention in AR Books

摘要:

AR技术运用到图书出版领域，使得图书内容的呈现形式发生了变化，也进一步加快了数字出版的变革。尽管与传统图书和电子书相比，AR图书有着更加优化的展示效果和开发潜力，但作为一种新兴事物，AR图书的发展还需要更加深入的探索。与国外相比，当前国内的AR图书研究较少，也缺乏相关的实证分析。本文运用结构方程（SEM）研究方法，对影响AR图书用户购买意愿的功能价值、认知价值、社会价值、情感价值、经济价值、条件价值和选择态度等因素进行量化分析，并以此为基础提出了跨平台宣传、多渠道融资、平衡性价比和立体化营销的对策建议。

Abstract:

Applying augmented reality (AR) technology to book publishing industry brings changes to the way content is represented, and accelerates the reform in digital publishing. Compared with printed books and ebooks, augmented reality books have better performance and broader development prostitute. It's essential to conduct indepth study on augmented reality books which are newly emerged. Compared with the study abroad, there is a dearth of domestic augmented reality books, especially in terms of empirical study. We applied SEM to this study and analyze the function value, cognition value, social value, emotion value, economic value, condition value and choice attitude in a qualitative approach. Suggestions are given according to the results, including multi-platform promotion, multi-source funding, providing proper performance price ratio and stereoscopic marketing.