| With the popularity of network technology in the world,online shopping has become one of the most popular shopping means.Compared with the past shopping methods,online shopping is more convenient and economical.Meanwhile,with the rapid development and improvement of China's logistics industry in the new historical period,online shopping has been greatly improved in timeliness.But because of the constraints of China's Web technology,shopping sites may only use pictures,words and other ways to show the information in the website.The process of customers to use this simple two-dimensional interface for shopping,shopping is relatively in real life the biggest drawback is the lack of field experience,while much of the text also makes the shopping process becomes tedious and dull as ditch water,making it harder for consumers to in a short period of time to completely and accurately grasp the real and comprehensive information products.In recent years,the successful combination of virtual reality technology(Virtual Reality)and all walks of life enables us to have more understanding and application of the experience of objects in the virtual environment under the VR technology--the authenticity of immersive reality.In online shopping,by creating a 3D virtual shopping scene that can interact with users,it brings visual perception,hearing,touch and shopping new look and activism to consumers,which improves the shopping experience level of consumers.Under the VR technology,consumers can achieve self satisfied shopping to meet their needs without leaving home.Therefore,the impact of consumers' interaction in the VR world on consumer perception is a new and important topic.The choice of this paper has a certain practical significance in both theory and practice.In this paper,the author mainly through theoretical and empirical research on the topic of theory: first,through the relevant literature and data,to describe the current situation of the development of the online shopping environment,VR technology and VR technology,and a well-known shopping site VR platform as an example,described and a detailed analysis of the application of virtual shopping platform;secondly,through reading the literature summarized the network consumption and the difference with the traditional consumer,and introduces thenetwork consumer's psychological characteristics and perceived shopping process;finally,expounds the theoretical model of consumer perception and VR shopping,has been the core content of this paper.In this paper the author of related literatures at home and abroad for Internet shopping consumer perception,decision-making behavior and so on,the author concludes three important variables: interactive variables(interactive content,interactive function,interactive services),perceived variables(perceived quality,perceived value and experience variables).Consumers in the VR shopping,through the interaction with the VR technology to realize the impact of their shopping perception.The empirical part is to verify the model and hypothesis proposed in the article.Based on reading a lot of literature,the combination of these three variables were obtained the statistical data of the questionnaire,and according to the above several variables of the model are studied by structural equation model,which is research method and explore a method of statistics and analysis of complex data.Because structural equation modeling is effective for integrating factor analysis and path analysis technology in statistics,it has been widely applied in marketing,economics,psychology and other related disciplines and fields.This paper uses the empirical analysis method,through validity analysis,the reliability analysis and other analysis methods,combined with the structural equation model analysis,the thesis draws a conclusion: model fitting interaction variables and experience variables under VR technology on consumer perception of shopping is good,will have a significant impact on the network consumer perception. |
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