探索用户采用虚拟试戴应用程序的意向:用户的个人特征如何影响使用后的感受

Wen Hua, Yidong Liu, Zongdeng Zhang, Meng Li, Xiaofan Yu
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引用次数: 0

摘要

目的 为深入了解影响中国年轻消费者使用虚拟试戴应用(VTO)意向的决定因素,本研究采用了电子技术接受模型(e-TAM)的修正版。研究的主要目的是探讨消费者的特征如何影响其使用后的感受,进而影响其对虚拟试戴应用的态度和使用意向。此外,本研究还旨在探索这一过程中潜在的性别差异。设计/方法/途径在本研究中,我们从中国某大学招募了 243 名大学生作为样本,参与现场软件使用。共收集了 227 份有效问卷,并用于数据分析。采用结构方程模型(SEM)对数据进行实证评估,并检验研究假设。此外,还根据性别进行了多组比较,以检验接受过程中的潜在差异。研究结果本研究的结果显示,用户的个人特征与使用后的感受之间存在显著关联。此外,男女学生在对创新性的看法、知识和对使用后感受的理解方面存在明显差异。值得注意的是,使用后感受中的四个变量,除了感知到的兼容性之外,都能预测对 VTO 的态度。此外,研究还发现,对 VTO 的态度直接影响到用户使用 VTO 的意愿。研究结果为专业人士制定营销定位和传播战略提供了管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring users’ adoption intention of virtual try-on apps: how users’ individual characteristics affect post-use feelings
PurposeTo gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version of the electronic technology acceptance model (e-TAM). The primary objective is to investigate how consumers' characteristics influence their post-use feelings, subsequently affecting their attitude towards VTOs and their intention to use them. Additionally, this research aims to explore potential gender differences within this process.Design/methodology/approachIn this study, a sample of 243 college students from a university in China was recruited to participate in on-site software use. A total of 227 valid questionnaires were collected and used for data analysis. Structural equation modeling (SEM) was employed to empirically evaluate the data and test the research hypotheses. Additionally, multiple group comparisons were conducted based on gender to examine potential differences in the acceptance process.FindingsThe findings of this study reveal a significant association between users' individual characteristics and post-use feelings. Moreover, there are notable differences between male and female students in terms of their perceptions of innovativeness, knowledge and understanding regarding post-use feelings. Notably, four variables within post-use feelings, except for perceived compatibility, are found to be predictive of attitude towards VTOs. Additionally, it is observed that attitude towards VTOs directly influences users' intention to utilize them.Originality/valueThis study contributes to the research on consumers' intention to use VTOs by examining the antecedents of post-use feelings, specifically four consumers’ individual characteristics. The findings of this study offer managerial insights for professionals to formulate marketing positioning and communication strategies.
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