台灣有許多獨特、具有國際競爭力的時尚零售品牌擁有高品質的商品及良好的設計能力，卻因規模、人力資源及科技技術等原因，導致廠商難以提高品牌識別度且無法找到品牌定位(中華民國對外貿易發展協會，2016)。對於販售高單價奢侈品的通路商而言，需為行銷投入的心力尤為重要，在消費者購買高單價產品時，應以消費者本身的炫耀心態做為其行銷價值的主軸，為消費者建立一個購買的理由。廠商若能透過高識別度的體驗行銷建立出使消費者增加其購物慾望的情境，就是最直接、最成功的行銷模式(經濟部商業司，2016)。擴增實境(Augmented Reality, AR)是一種將虛擬資訊擴增到現實空間中的技術，不同於以往2D展示技術無法提供足夠的產品資訊給使用者，透過AR可以提升行銷管道的效率並進一步為消費者提供產品最完整的資訊，不僅提升了廣告的水準，更能增強消費者的購買信心(Al-Modwahi et al., 2012)。
本研究探討AR手機應用軟體 (Application)應用於珠寶業者之狀況，並建構研究模型探討個案公司消費者的喜好度及購買意圖，將消費者年齡分群(Y世代與否)比較不同世代之消費者對於AR廣告與傳統廣告反應之差異，並加入沉浸體驗、廣告態度與人口統計變項，探討影響消費者對於AR廣告與傳統廣告之差異並加以歸納。研究結果顯示消費者對於擴增實境廣告的沉浸體驗、廣告態度皆高於傳統廣告，新奇的技術能帶給消費者更多的行銷體驗與吸引他們的目光。擴增實境廣告相較於傳統廣告能使消費者更投入於廣告情境，進而提升其消費意願，而傳統廣告的資訊豐富與實用性則高於擴增實境廣告，雖然傳統廣告為消費者帶來的新奇感遠遠不及AR廣告，惟多數消費者在觀看傳統廣告後反而有較高的購買意願，故個案公司仍需考慮大部份消費者的消費習慣，不應冒然將傳統廣告取代。從本研究的結果顯示，個案公司可據此採擴增實境廣告與傳統廣告並行的方式，在消費者實際接觸產品前先運用AR的創新展示方式引起消費者的興趣，再進一步使用傳統廣告所傳達之品牌資訊與價值誘發其購買慾望，以發揮兩者的優勢將廣告效率及資源使用最大化，滿足消費者於不同情境下之需求，從而購買。

Although there are numerous fashion retailers with high-quality goods and perfect design capabilities in Taiwan, retailers are still difficult to improve their brand recognition and hardly to find the brand positioning because of limited size, human resources and technology (Taiwan External Trade Development Council, 2016). For those selling high-priced luxury goods retailers, they would need to put all-out effort in marketing fields, building a reason for consumers to buy products under their psychology of conspicuous consumption. Thus, it will be the most successful marketing tool if retailers could increase the desire consumption by experience marketing (Ministry of Economic Affairs, 2016). Augmented Reality (AR) is a kind of technology which amplify information from virtual to real world, instead of conventional 2D technology system, AR can provide more product information to users via 3C electronic screens which also enhance marketing channels to consumer’s efficiency. The main purpose of this study is to investigate the AR mobile application applied in jewelry industry. A model is constructed to explore consumer preferences and purchase intentions, different generations of consumers are also took into consideration to compare AR advertising and traditional advertisement in a jewelry company. Flow experience, attitude toward advertisement and demographic are added into the model. The model is analyzed by partial least squares (PLS) and Two-Way ANOVA. The results show that consumers prefer to AR for its innovation and modern techniques rather than traditional advertising, which enable consumers to have better understanding to the products. Thus elicit their purchase intention. On the other hand, traditional ad with its various mass information and reality induce higher purchase intention. Therefore, it should not be tempted to replace traditional ads with AR for the company. From the result of this study show that AR brings out the curiosity of consumers by enhancing one’s perception of the products through its innovated demonstration technology. Furthermore, traditional ad are urged to build to accomplish the objective of raising purchase intentions through marketing communications such as brand awareness. It is highly recommended that the company should use AR and traditional ad in a parallel way, to maximize its strength to generate increased consumption of its products or services.

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網路資料
1.遠東人月刊 http://www.fenc.com/magazine/show_faq_new.aspx?SN=9035
2.擴增實境-點子科技有限公司 http://www.pcexpert.com.tw/AR/AR.htm
3.ABIresearch https://www.abiresearch.com/press/augmented-reality-enabled-mobile-apps-are-key-to-a/
4.中華民國對外貿易發展協會 http://www.taitra.com.tw/
5.經濟部商業司http://www.moea.gov.tw/MNS/populace/home/Home.aspx