During recent years (2010), magnitude and quality of household living space of Taiwanese families have both significantly increased. As living aesthetics is pursued as well, furniture and the furnishings have played important roles in their daily lives at the same time. In addition, international titanic chain stores of furniture entered into Taiwan market rapidly, advocating multi-faceted values of living and purveying fashions of furniture. Consequently, many new concepts about furniture and house furnishing have been conceived in the minds of consumers in the Formosa island. The current study has two empirical research: (1) for the market as a whole, observing the relationships among on stores evaluation, attitude towards furniture involvement, purchase risk, and readiness to buy; (2) regarding individual consumers, exploring the alteration of consideration and brand type choices in terms of different situations which are designed by store type, demand situation, and furniture categories, two alternatives for each dimension. In methodology, the first research was conducted by questionnaire survey, with 112 valid samples. For the second, a factorial design of experiment was undertaken with 224 participation, students and rank-and-file populace distributed evenly. The major findings include: (a) the effect of furniture involvement on local store evaluation is moderated by purchase risk; (b) purchase readiness influences the relationship between furniture involvement and store evaluation; (c) furniture stores affect consumers¡¦ brand-category choice; (d) for experienced populace, local traditional store is preferred in purchase for first time; (e) brand and fashion is emphasized more in living room furniture than bed room; (f) when in first purchase for bedroom furniture, the particpants preferred the designer brand, while in replacement purchase, the preference is rendered for living room furniture.

Problematization: E-commerce has expanded rapidly and offers new business opportunities, but many consumers feel insecure when they cannot physically interact with the products. Augmented Reality (AR) is a way to improve product experiences and strengthen consumers' purchase intentions. However, there is a lack of analysis on how AR and the role of brands together influence consumers' decision-making in e-commerce, which constitutes a significant knowledge gap.  Purpose: This study aims to explore how an AR implementation in e-commerce affects consumers' purchase intention and perceived risks, as well as the role of the brand in this context.  Method: A quantitative study with a deductive approach was conducted. The study employed a 2 x 2 "Between Subjects" experimental design along with a questionnaire. Four different groups participated, N=210 and n=105. Data collection was based on the responses from the questionnaire, and a convenience sample was used.  Conclusion: The study shows that the use of AR features increases customer's purchase intentions and the likelihood of Word-of-Mouth. The results further support that AR reduces perceived purchasing risks by improving customer's access to product information. To maximize the impact of AR in e-commerce, companies should integrate the AR technology with a strong brand to further strengthen their relationship with customers. / Problemformulering: E-handeln har snabbt expanderat och erbjuder nya affärsmöjligheter, men många konsumenter upplever osäkerhet då de inte kan interagera fysiskt med produkterna. Augmented Reality (AR) är ett sätt att kunna förbättra produktupplevelser och stärka konsumenters köpintentioner. Dock saknas det en analys av hur AR och varumärkens roll tillsammans påverkar konsumenternas beslutsfattande i e-handeln, vilket utgör en betydande kunskapslucka. Syftet: Studien syftar på att utforska hur en AR-implementering i e-handeln påverkar konsumenters köpbenägenhet och upplevda risker vid köp, samt varumärkets roll i detta. Metod: En kvantitativ studie med en deduktiv ansats har genomförts. I studien användes en 2 x 2 “Between Subjects” experimentell design tillsammans med en enkät. Fyra olika grupper deltog, N=210 och n=105. Datainsamlingen skedde utifrån de insamlade enkätsvaren och ett bekvämlighetsurval tillämpades. Slutsats: Studien visar att användningen av AR-funktionen ökar kundens köpbenägenhet och sannolikheten för Word-of-Mouth. Resultatet stärker stödet att AR minskar upplevda köprisker genom att förbättra kundens tillgång till produktinformation. För att maximera effekten av AR inom e-handeln bör företag integrera tekniken med ett starkt varumärke för att ytterligare stärka relationen med sina kunder.