由於疫情COVID-19加速了全球零售業轉往線上數位通路與虛擬空間的發展，與行動電商的增長趨勢，加劇了線上零售電商業者之間的競爭程度，如何為消費者提供更好的線上購物體驗以提升銷售，成為業者面臨的巨大挑戰。其中，由於線上零售在感官體驗具有缺失，導致較為低落的產品評價，因此AR產品展示成為解決觸覺體驗缺失的新興數位工具。
然而，因為目前研究AR於數位購物通路體驗之有效性較技術接受之探討有限，且對於AR的學術研究尚未得出方向一致的研究結果，因此本研究的目的是探討消費者在行動電商購物環境中，比較AR與2D圖片產品展示兩種情境所得到的零售購物體驗，以及其體驗是否有助提升心理意象進而促進產品評價，同時期望了解在感官替代效應下，觸覺需求是否能有效調節心理意象與產品評價的關係，以擴充跨感官補償文獻中AR研究的理論文獻，並針對過去AR研究多著重技術特性的討論，期望本研究可以結合跨感官理論，加入消費者體驗與個體特徵差異的影響，以縮短此項研究缺口並為擴充AR行銷研究成果以作出貢獻，同時，提供給線上零售電商平台業者，網站功能設計與購物體驗有效性有能依循的參考依據。
本研究透過線上問卷共收到490份有效樣本，並使用統計軟體SPSS進行人口統計學分析、敘述性統計分析、因素分析、信度分析與迴歸分析後，結果表明：（1）線上顧客體驗（資訊性、娛樂性、生動性和互動性）對心理意象產生正向影響 (2) 心理意象對產品評價有正向影響 (3) 觸覺需求影響心理意象與產品評價之間的關係；同時，發現AR產品展示在線上顧客體驗的四個構面都優於2D產品展示，包括資訊性、娛樂性、生動性和互動性。此外，在行動零售應用程式的背景下，前者在改善心理意象和增強產品評價方面更有效。

The purpose of this study is to explore consumers' shopping experience in mobile e-commerce context, compare the online experience obtained in the two scenarios of AR and 2D image product display, examine whether the experience can improve mental imagery and enhance product evaluation, and understand whether need for touch can effectively affect the relationship between mental imagery and product evaluation.
There were 490 valid responses in total received through online questionnaire. After the demographic statistics, descriptive statistics, factor analysis, reliability analysis, regression analysis conducted through the statistical software, SPSS, the result shows: (1) Online customer experience (Informativeness, Entertainment, Vividness, and Interactivity) has a positive effect on Mental Imagery. (2) Mental Imagery has a positive effect on Product Evaluation. (3) Need for Touch affect the relationship between mental imagery and product evaluation.
Therefore, it is found that AR product display is better than 2D product display in all four variables, which includes informativeness, entertainment, vividness, and interactivity. Also, the former is more effective in improve mental imagery and enhance product evaluation in the context of mobile retailing app.

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