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在线购物中增强现实技术对消费者购买行为的影响机制研究
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作者 王天梅 顾春柳 +1 位作者 赵钰宁 李瑶瑶 《南开管理评论》 北大核心 2025年第8期159-171,共13页
在线评论和商家呈现的产品信息为消费者提供了大量决策依据,但随之产生的信息不一致性也会增加消费者认知负荷。基于增强现实技术的试用工具提供的产品体验信息能否改善信息不一致性进而促进消费者购买行为?现有研究未展开深入研究。本... 在线评论和商家呈现的产品信息为消费者提供了大量决策依据,但随之产生的信息不一致性也会增加消费者认知负荷。基于增强现实技术的试用工具提供的产品体验信息能否改善信息不一致性进而促进消费者购买行为?现有研究未展开深入研究。本文聚焦在线购物场景中多信息源并存的决策环境,采用远距临场感理论刻画了增强现实技术的关键特征,并基于启发—系统式理论构建消费者购买行为的影响因素模型,揭示了增强现实技术如何通过降低信息不一致性影响消费者购买行为的内在机制。本文基于京东商城热销的881件美妆产品的增强现实试妆数据进行实证研究,发现:增强现实技术的三个关键特征,即生动性、交互性及丰富性正向影响消费者在线购买行为,并对信息不一致性与消费者购买行为间的关系产生负向调节效应。对于视觉信息特征显著的产品,生动性、交互性对消费者在线购买行为的影响更加显著;对于平价产品,生动性、交互性、丰富性对消费者购买行为的影响更加显著。本研究有助于理解增强现实技术影响消费者在线购买行为的关键特征和内在机制,也为企业有效采纳增强现实技术提供了理论依据。 展开更多
关键词 增强现实技术 AR试用工具 信息不一致性 消费者购买行为 启发—系统式理论
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Sequential fault diagnosis strategy with imperfect tests considering life cycle cost 被引量:2
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作者 张士刚 胡政 温熙森 《Journal of Central South University》 SCIE EI CAS 2013年第12期3513-3521,共9页
The problem of sequential fault diagnosis is to construct a diagnosis tree that can isolate the failure sources with minimal test cost. Pervious sequential fault diagnosis strategy generating algorithms only consider ... The problem of sequential fault diagnosis is to construct a diagnosis tree that can isolate the failure sources with minimal test cost. Pervious sequential fault diagnosis strategy generating algorithms only consider the execution cost at application stage, which may result in a solution with poor quality from the view of life cycle cost. Furthermore, due to the fact that uncertain information exists extensively in the real-world systems, the tests are always imperfect. In order to reduce the cost of fault diagnosis in the realistic systems, the sequential fault diagnosis problem with imperfect tests considering life cycle cost is presented and formulated in this work, which is an intractable NP-hard AND/OR decision tree construction problem. An algorithm based on AND/OR graph search is proposed to solve this problem. Heuristic search based on information theory is applied to generate the sub-tree in the algorithm. Some practical issues such as the method to improve the computational efficiency and the diagnosis strategy with multi-outcome tests are discussed. The algorithm is tested and compared with previous algorithms on the simulated systems with different scales and uncertainty. Application on a wheel momentum system of a spacecraft is studied in detail. Both the simulation and application results suggest that the cost of the diagnosis strategy can be reduced significantly by using the proposed algorithm, especially when the placement cost of the tests constitutes a large part of the total cost. 展开更多
关键词 test sequencing problem sequential fault diagnosis imperfect test life cycle cost AND/OR graph
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