In recent years, with the advancement of virtual reality (VR) technology, research in related fields has gradually increased. As personal head-mounted display devices become more prevalent in the market, this study explores the phenomenon of integrating VR technology with online shopping from the consumer's perspective. The study focuses on consumers' acceptance of VR technology in online shopping and analyzes the types of virtual environments most likely to stimulate consumer purchase intention. Based on the SOR (Stimulus-Organism-Response) and TAM (Technology Acceptance Model) theories, a TAM-SOR integrated model was constructed. Taking into account influencing factors in the current online shopping environment, the model was built and tested using SPSS and AMOS to validate the hypotheses. Structural equation modeling and mediation effect analyses on the collected samples indicate that external stimulus variables in a VR shopping environment—such as flow experience, spatial presence, and entertainment—have a significant positive impact on purchase intention. Additionally, perceived ease of use and perceived usefulness serve as chain mediators, enabling external stimulus variables to further influence consumer purchase intention through these mediating variables.

近年来，随着虚拟现实技术（VirtualReality，VR）的发展，相关领域的研究逐渐增 加。伴随个人头戴式显示设备在市场上的普及，本文从消费者的角度出发，研究了虚拟现 实技术与网络购物相结合的现象，重点探讨了消费者对虚拟现实技术在网络购物中的接受 度，并分析了在何种虚拟环境下更易激发消费者的购买倾向。本文基于SOR模型和TAM模型 相关理论，构建了SOR-TAM整合模型。并结合当前网络购物环境中的影响因素，进行模型 构建，使用SPSS和AMOS对模型假设进行验证。通过对收集的样本进行结构方程模型和中介 效应分析，结果表明虚拟现实购物环境中的外在刺激变量心流体验、空间临场感、娱乐性 对消费者购买倾向有显著的正向影响；并且发现感知易用性和感知有用性在其中起到链式 中介作用，外在刺激变量可以通过中介变量进一步影响消费者购买倾向。

【摘要】
1. 绪论
2. 先行研究
    1）虚拟现实技术与网购相关研究
    2）SOR理论模型
    3）技术接受理论模型（TAM）
    4）心流体验
3. 研究假设及研究方法
    1）研究假设
    2）研究方法
4. 研究结果
    1）数据分析和结果
    2）相关分析
    3）结构方程分析
    4）中介效应分析
5. 结论与启示
【参考文献】
【논문초록】

• 刘兆峰(한양대학교 중국지역통상대학원 박사) | 유조봉
• 王斐(한양대학교 ERICA 국제문화대학 중국학과 조교수) | 왕페이