增强现实图书用户购买意愿的影响因素研究

发布时间：2018-04-30 01:20

本文选题：增强现实(AR)图书 + 增强现实　；参考：《科技管理研究》2017年22期

【摘要】：尽管与传统图书和电子书相比,增强现实(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,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。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]:Although compared with traditional books and e-books, AR-books have more optimized display effect and development potential, but as a new thing, compared with foreign countries, there are fewer AR books in China. There is also a lack of relevant empirical analysis. By using the structural equation (SEM) method, this paper makes a quantitative analysis of the factors influencing AR book users' willingness to buy, such as functional value, cognitive value, social value, emotional value, economic value, conditional value and choice attitude. Put forward cross-platform publicity, multi-channel financing, balance price and three-dimensional marketing countermeasures.
【作者单位】：中国科学技术大学;
【基金】：国家软科学研究计划项目“信息化条件下创新发展产业创新研究”(2014GXS4B070)
【分类号】：G230.7

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