The Mediation of Perceived Privacy Risk and Price Consciousness for Innovation Retailing : The Case of Augmented Reality

• Main Authors: HAO-KAI CHUANG, 莊皓凱
• Other Authors: Seng-Su Tsang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p34gsf

碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === This study uses the Structural Equation Modeling Analysis (SEM) to explore the plenty and complete product information provided by physical stores through Augmented Reality (AR) smart glasses, the information quality and the personalization according to the customer's browsing behavior will affect the customer's purchase intention.It further incorporates the customer's perceived privacy risks and price consciousness to explore whether the perceived privacy risks will mediate the impact of information quality and personalization on purchase intentions, and whether price consciousness mediates the impact of personalization on purchase intentions. A total of 366 valid data were obtained in the study. There are four main results that (1) The information quality provided by AR smart glasses will significantly positive affect the purchase intention; (2) The personalization of AR smart glasses will significantly positive affect the purchase intention; (3) The perceived privacy risk of the customer is positively part mediate the influence of information quality on the purchase intention, and the negative part mediate the personalization affects the purchase intention; (4) The mediation effect of price consciousness between the personalization and the purchase intention is not significant.