Web AR，又稱為基於網絡的擴增實境，指的是使用戶能夠通過網絡瀏覽器直接體驗擴增實境。基於說服和正念理論（TPM）和 Affordance 理論，本研究檢驗了 Web AR 功能對共享決策的說服效應，以及資訊科技正念是否可以在電子商務中調節這種關係。通過整合這些理論觀點，我們招募了 88 對樣本，並將每兩個參與者分配到一個由決策者和推薦者組成的購物伴侶中。結果顯示，可見性和存在感功能顯著影響了 Web AR 用戶的感知說服力，從而導致購買意向。此外，使用 Web AR 功能的用戶與沒有使用的用戶感知到不同的功能。與預期相反，結果沒有表明資訊科技正念對感知說服力與購買意向之間的聯繫產生調節作用。此外，購物伴侶之間只存在行動者效應，意味著決策者和推薦者的感知說服力不會影響他們伴侶的購買意向。儘管如此，這項研究展示了 Web AR 在共享決策環境中增強說服力的潛力。論文末尾提供了相關影響和討論，可以應用於促進虛擬市場中的團體決策。

Web AR, also known as web-based augmented reality, refers to a technological advancement that enables users to encounter augmented reality directly via a web browser. Based on the Theory of Persuasion and Mindfulness (TPM) and affordance theory, this study experimentally examines web AR affordances' persuasive effects on shared decision-making and whether IT mindfulness can moderate this relationship in electronic commerce. By integrating these theoretical perspectives, we recruited 88 pairs of samples and assigned each two participants to a group of Shopping companions consisting of decision makers and recommenders. The results showed that visibility and presence affordances significantly impact web AR users' perceived persuasiveness, leading to purchase intention. Furthermore, users utilizing web AR features perceive different affordances from those without. Contrary to expectations, the results did not indicate the moderating effect of IT mindfulness on the association between perceived persuasiveness and purchase intention. Moreover, only the actor effect exists between Shopping companions, meaning that decision makers' and recommenders' perceived persuasiveness do not affect their partners’ purchase intention. Nonetheless, this study demonstrates the potential of web AR to enhance persuasion in the context of shared decision-making. Implications and discussion are given at the end of the thesis. It could be applied to promote the prosperity of group decision-making in the virtual marketplace.

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