The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers.

这项研究的目的是检验服装零售网站中包含的“虚拟试穿”技术（AR）和“ 3D虚拟商店”（VR）对购买意愿的影响。这项研究强调了认知阐述在这些技术影响购买意愿的过程中的中介作用，并研究了消费者的购物目标（搜索与浏览）与网站技术互动并影响其反应的方式。这两个实验表明，对于具有浏览器的网站，具有VR的网站比具有AR的网站或没有技术的常规网站在提高购买意愿方面更为有效，而对于搜索者而言，具有AR的网站和具有VR的网站都更有效。比常规网站更有效。此外，