Developments in online retailing ar

在线零售的发展正在给公司施加压力，以跟上快速变化的市场环境和不断增长的客户期望。应对这些挑战的一种方法是通过增强现实（AR）转变在线购物体验。AR是一种新兴的交互式技术，它用虚拟对象补充了现实环境。零售商越来越多地将AR作为一种体验式营销工具，通过体验为客户创造附加价值。本文研究了AR体验式营销（AREM）对品牌资产的影响-通过品牌知名度，品牌联想，感知质量和品牌忠诚度等方面进行了评估-以及对消费者的购买意愿。此外，参与程度是作为影响AREM和品牌资产之间关系的调节因素进行调查的，因为在早期研究中已发现它会影响消费者的购物体验。在受控框架条件下进行了调查，并获得了100份关于测试人员经验的有效问卷。通过主成分和多元回归分析研究数据。研究结果表明，AREM通过品牌知名度，品牌联想和品牌忠诚度等方面对品牌资产产生积极影响。此外，通过提高感知质量，与低参与度相比，AREM对品牌资产的影响更大。结果进一步表明，品牌资产可以通过提高品牌知名度和品牌忠诚度来刺激购买意愿。此外，

在线零售的发展给公司带来了压力，迫使它们跟上快速变化的市场环境和不断增长的客户期望。应对这些挑战的方法是通过增强现实 （AR） 改变在线购物体验。AR 是一种新兴的交互式技术，它利用虚拟对象补充了真实环境。零售商越来越多地将 AR 用作体验式营销工具，通过体验为客户创造附加价值。本文考察了AR体验营销（AREM）对品牌资产的影响——通过品牌认知度、品牌关联度、感知质量和品牌忠诚度等维度进行评估——以及消费者购买意向。此外，在先前的研究中，人们发现，参与程度是影响 AREM 与品牌资产关系的主持人，因为它已经发现会影响消费者的购物体验。在受控框架下进行了一次调查，获得了100份关于测试人员经验的有效问卷。通过主体成分和多重回归分析对数据进行了调查。调查结果显示，AREM通过品牌认知度、品牌协会和品牌忠诚度对品牌资产产生积极影响。此外，通过提高感知质量，AREM 在高参与度下对品牌资产的影响大于低参与度。研究结果进一步表明，品牌资产通过提高品牌知名度和品牌忠诚度来刺激购买意向。此外，AREM也对购买意向有直接的积极影响。

Developments in online retailing are putting pressure on companies to keep up with rapidly changing market environments and growing customer expectations. A way to cope with these challenges is to transform the online shopping experience by augmented reality (AR). AR is an emerging interactive technology that supplements the real-world environment with virtual objects. Retailers increasingly use AR as an experiential marketing tool to create additional value for their customers through experiences. This paper examines the effect of AR experiential marketing (AREM) on brand equity — assessed through the dimensions brand awareness, brand associations, perceived quality and brand loyalty — as well as on consumers’ buying intention. Furthermore, the level of involvement is investigated as a moderator affecting the relationship between AREM and brand equity, as it has been found to influence the consumers’ shopping experience in earlier studies. A survey was carried out under controlled framework conditions, and 100 valid questionnaires on test persons’ experiences were obtained. The data were investigated by principal component and multiple regression analyses. Findings indicate that AREM positively affects brand equity through the dimensions brand awareness, brand associations and brand loyalty. Moreover, through increased perceived quality, AREM has a greater impact on brand equity under high involvement than under low involvement. The results further suggest that brand equity stimulates buying intention via increased brand awareness and brand loyalty. In addition, AREM also has a direct positive impact on buying intentions.<BR>