摘要：随着增强现实和虚拟现实技术的发展，企业已经意识到两者在营销中的价值。增强现实和虚拟现实技术被认为可以丰富和重塑消费者的购物体验，带来新的零售体验。作为两种不同的沉浸技术，两者在技术特性和对消费者影响方面存在许多相似之处，导致了使用和研究上的混淆。而当前学术界缺乏整合的研究框架对这两种技术的营销影响进行分析与比较。针对这一问题，本研究对增强现实与虚拟现实的概念和特性进行了明确的阐述与区分，梳理了增强现实与虚拟现实营销工具对消费者的认知、情感和行为方面的影响、内在机制与边界条件，并进一步从技术接纳、媒介丰富度、心流体验和临场感的角度解释了增强现实与虚拟现实技术对消费者产生异同影响的原因。在此基础上，本文提出了未来可以深入研究的方向，希望给营销从业人员和学者提供一定的参考。

Abstract: With the development of AR and VR technologies, businesses have realized their value in marketing. AR and VR are believed to enrich and reshape consumers' shopping experiences, creating new retail paradigms. As two distinct immersive technologies, they share many similarities in technical characteristics and have a similar impact on consumers, often leading to confusion in usage and research. However, the current academic literature lacks an integrated research framework for analyzing and comparing these two technologies. Addressing this gap, this study provides a clear exposition and differentiation of the concepts and characteristics of AR and VR, outlining their effects on consumers' cognition, emotions, and behaviors, as well as the underlying mechanisms and boundary conditions of AR and VR marketing tools. Furthermore, from the perspectives of technological acceptance, media richness, flow experience, and presence, this study explains the reasons for the similarities and differences in the impacts of AR and VR on consumers. Based on this foundation, the paper proposes directions for future in-depth research, aiming to provide insights for marketing practitioners and scholars.