基于VR/AR技术的网络营销系统的价值创造机制研究

近年出现的基于VR/AR技术的网络营销系统（VAM系统）为电子商务平台消除消费者产品不确定性、改善消费者体验提供了全新的交互购物环境，也为电子商务理论研究提供了新的问题背景，但目前关于VAM系统的价值和价值创造机制的研究还没有系统、一致的结论。本项目将以促进消费者的产品购买和购后评价作为VAM系统价值的测度，从“信息性”、“体验性”和“象征性”视角，系统研究VR/AR技术环境下消费者购买行为和购后评价的变化规律，研究VAM系统影响消费者的购买意愿、产品选择和购后评价的内在机制，以及产品品类、消费者动机等边界条件在VAM系统影响路径上的调节作用，构建VAM系统的价值创造模型，揭示VAM系统的价值及价值创造机制，研究并提出VAM系统的优化方法。本项目的研究对丰富电子商务理论方法体系，推动新技术支持下网络营销理论的发展，帮助企业优化VAM系统设计、促进VAM系统最佳实践具有重要的理论和现实意义。

In recent years, the VR/AR-based e-Marketing system (VAM system) has provided a new interactive shopping environment for e-commerce platform to eliminate the consumer's product uncertainty and improve the consumer experience. It also provides a new background for the theoretical research of e-commerce and e-marketing. However, there is still no systematic and consistent research conclusions on the value and value-creating mechanism of the VAM system. This project will take the improvements of product sale and post-purchase evaluation as value measurements to reveal the value-creating mechanism of the VAM system from the perspectives of “informativeness” , “experience” and “symbol”. Specifically, the project mainly focuses on three aspects: 1) the change laws of consumers' purchase behaviors and post-purchase evaluations under the VR/AR technology environment, 2) the internal effect of the VAM system on consumers' purchase intentions, purchase behaviors, and post-purchase evaluations, and 3) the moderating effect of the VAM system boundary conditions. The objective of this project is to construct a value creation model of VAM system, reveal the value and value creation mechanism of VAM system, and put forward the optimization design method of VAM system. It has the important theoretical significance and practical value of enriching the theoretical system of e-commerce and e-marketing, promoting the development of e-marketing theories under the new technology, and encouraging best practice of the VAM system.