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文章以《增强现实虚拟互动科普读物》这一增强现实电子出版物为例,从感官营销、情感营销、思考营销、行动营销和关联营销五个维度对其进行信度效度分析、验证性因子分析和结构方程分析实证研究,发现其能够提高用户的购买意愿,促进购买行为发生。
Taking the augmented reality electronic publication of augmented reality virtual interactive popular readings as an example, the article analyzes its reliability and validity from the five dimensions of sensory marketing, emotional marketing, thinking marketing, mobile marketing and affiliate marketing. The confirmatory factor Analysis and empirical analysis of structural equation analysis found that it can increase the user’s willingness to buy and promote the purchase behavior.