증강현실 패션 어플리케이션이 즐거움, 만족 및 행동의도에 미치는 영향
The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention
2
조회
0
다운로드
29
인용
0
참고문헌
키워드
초록
The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.
Abstract
The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.
참고문헌 (59)
- Azuma, R. T., "A survey of augmented reality", Teleoperators and Virtual Environments, 6(4), pp.355~385 (1997)
- Azuma, R., "Recent advances in augmented reality", IEEE Computer Graphics and Application, 21(6), pp.34~47 (2001)
- Babin, B. J., "Work and", or fun : Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
- Baek, K. M., "The effects of experiences on the visitors' pleasure and satisfaction in tourism events", Event & Convention Research, 7(2), pp.1~18 (2011)
- Blackwell, C., "Male consumer decision-making styles", International Review of Retail, Distribution and Consumer Research, 14(2), pp.223~240 (2004)
- Blackwell, C., "Male versus female consumer decision making styles", Journal of Business Research, 59(12), pp.1297~1300 (2006)
- 조중일, "촉진 믹스, 브랜드자산 및 구매의도의 구조 관계 -자동차제품을 중심으로-", 한국콘텐츠학회 논문지, 11(9), pp.275~292 (2011), 한국콘텐츠학회
- 조태영, "안동 하회마을 문화관광체험이 관광만족과 행동의도에 미치는 영향", 한국콘텐츠학회 논문지, 9(7), pp.361~370 (2009), 한국콘텐츠학회
- 최현식, "모바일관광정보서비스의 특성이 만족도와 재사용의도에 미치는 영향", 한국콘텐츠학회 논문지, 9(9), pp.411~422 (2009), 한국콘텐츠학회
- 최원선, "체험을 적용한 쇼핑몰 공간연출에 관한 연구 - Pine & Gilmore의 체험마케팅 이론을 중심으로 -", 한국공간디자인학회 논문집, 5(2), pp.81~90 (2010), 한국공간디자인학회
- Clore, G. L., "Handbook of social cognition, In Affective causes and consequences of social information processing", pp.323~418 (1994), Erlbaum
- Cronin, J. J., "A cross-sectional test of the effect and conceptualization of service value", Journal of Services Marketing, 11(6), pp.375~391 (1997)
- Dodds, W. B., "Effects of price, brand, and store information on buyers' product evaluations", Journal of Marketing Research, 28(3), pp.307~319 (1991)
- Engel, J. F., "Consumer behavior" (1982), The Dryden Press
- Engel, J. F., "Consumer behavior" (1995), The Dryden Press
- Eroglu, S. A., "Empirical testing of a model of online store atmospherics and shopper responses", Psychology & Marketing, 20(2), pp.139~150 (2003)
- "Gartner Identifies Top Ten Disruptive Technologies for 2008 to 2012" (2008)[URL]
- Goodman, P. S., "Customer-firm relationships, involvement, and customer satisfaction", The Academy of Management Journal, 38(5), pp.1310~1324 (1995)
- 하동현, "테마파크에서의 체험요소에 관한 연구 - Pine과 Gilmore의 체험경제이론(Experience Economy)을 중심으로 -", 한국사진지리학회지, 19(1), pp.37~47 (2009), 한국사진지리학회
- 하동현, "외래관광객의 체험이 기억, 환기, 서비스품질, 및 체험만족에 미치는 영향", 한국사진지리학회지, 21(1), pp.11~23 (2011), 한국사진지리학회
- Hong, D. P., "Survey on mobile augmented reality systems", Korea Information Science Society Review, 26(1), pp.88~97 (2008)
- Jeon, J. H., "Standardizations for mobile augmented reality technology", Electronics and Telecommunications Trends, 26(2), pp.61~74 (2011)
- Jeong, D. Y., "Changes future To bring augmented reality", Samsung Economic Research Institute, SERI Management Notes, 46, pp.1~12 (2010)
- Jeong, S. W., "The role of experiential value in online shopping : The impacts of product presentation on consumer responses towards an apparel web site", Internet Research, 19(1), pp.105~124 (2009)
- "Augmented reality on the Mobile to Generate $72 million by 2014, Driven by Mobile Apps and Mobile Advertising" (2009)[URL]
- 김철기, "스마트 폰 기반 모바일 증강현실의 동향과 발전전망", 한국디자인포럼, (27), pp.53~64 (2010), 한국디자인트렌드학회
- Kim, E. S., "Hands-on exhibition content planning" (2009), Geulnurim Publishing
- "Diastrophism of Augmented Reality" (2011)[URL]
- 김형준, "모바일 뱅킹 서비스의 상품특성과 사용자특성이 재사용의도에 미치는 영향", 상업교육연구, 21, pp.215~246 (2008), 한국상업교육학회
- Kim, H. J., "The influence of the physical environment in restaurant on customer satisfaction intention of customer continuing purchasing and word-ofmouth", Journal of Hotel and Resort, 4(1), pp.203~214 (2005)
- 김흥렬, "지역축제 체험이 만족도와 문화관광형 전통시장 이미지에 미치는 영향 연구: 2011 금산세계인삼엑스포 중심으로", 호텔관광연구, 13(4), pp.69~81 (2011), 한국호텔관광학회
- Kim, H. T., "Create a new brand experience through augmented reality", The Journal of Distribution, 3, pp.262~ (2010)
- 김지희, "호텔패키지 상품의 체험(Experience)요소와 즐거움,만족도, 행동의도 간의 관계에 관한 연구", 소비문화연구, 13(1), pp.39~60 (2010), 한국소비문화학회
- 김정석, "패키지SW의 서비스품질과 제품품질이 사용자만족과 구전 및 재사용의도에 미치는 영향에 관한 연구", 한국IT서비스학회지, 8(2), pp.1~22 (2009), 한국IT서비스학회
- Kim, K. S., "The effects of enjoyment, contextual information, usefulness and time in mobile social commerce on the intention of purchase", 석사, pp.2012
- 김성찬, "증강현실(AR)이 적용된 모바일 어플리케이션의 디자인 사례 연구 - 제품 홍보용 어플리케이션을 중심으로 -", 정보디자인학연구, 14(2), pp.27~36 (2011), 한국정보디자인학회
- Laroche, M., "Gender differences in information search strategies for a Christmas gift", Journal of Consumer Marketing, 17(6), pp.500~522 (2000)
- 이재석, "Pine과 Gilmore의 체험경제이론에 따른 입체영화 체험, 체험가치 및 만족도에 관한 연구: 영화 ‘아바타’를 중심으로", 관광레저연구, 23(5), pp.281~298 (2011), (사)한국관광레저학회
- Differentiation of mobile marketing, "Lee, T. Y.", LG Economic Research Institute Weekly Focus, ~ (2011)
- Li, N., "Gender and cultural diffe rences in information search strategies for a Christmas gift", Journal of Consumer Marketing, 17(6), pp.500~522 (2007)
- Mattila, A., "The role of preconsumption affect in postpurchase evaluation of services", Psychology and Marketing, 17(7), pp.587~605 (2000)
- Oh, H., "Measuring experience economy concepts : Tourism applications", Journal of Travel Research, 46(2), pp.119~132 (2007)
- Oliver, R. L., "A cognitive model of the antecedent and consequences of satisfaction decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- Oliver, R. L., "Cognitive, affective, and attribute bases of the satisfaction responses", Journal of Consumer Research, 20(3), pp.418~430 (1993)
- Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer" (1997), McGraw-hill
- Otnes, C., "Perceptions and realities of male shopping behavior", Journal of Retailing, 77(1), pp.111~137 (2001)
- 박상철, "성별차이에 따른 인터넷 쇼핑몰 이용행위에 대한 이해 : 온라인 구전성향의 매개역할을 중심으로", 대한경영학회지, 23(2), pp.675~695 (2010), 대한경영학회
- 박수경, "체험 요소(4Es)가 체험즐거움, 만족도, 재방문에 미치는 영향: Pine과 Gilmore의 체험경제이론(Experience Economy)을 중심으로", 광고연구, (76), pp.55~78 (2007), 한국방송광고공사
- Park, S. Y., "Effect of in-store Experience on brand attitude and purchase intention", Ewha Management Review, 23(2), pp.69~92 (2005)
- Pine, B. J. II, "Welcome to the experience economy", Harvard Business Review, pp.97~105 (1998)
- Pine, B. J. II, "The experience economy" (1999), Harvard Business School Press
- Price, L. L., "Going to extremes : Managing service encounters and assessing provider performance", Journal of Marketing, 59(2), pp.83~97 (1995)
- Salisbury, W. D., "Perceived security and World Wide Web purchase intention", Industrial Management & Data Systems, 101(4), pp.165~177 (2001)
- Scanlan, T. K., "The construct of sport enjoymen, In Motivation in sport and exercise", pp.199~215 (1992), Human Kinetics
- 신동주, "이벤트에서의 체험요소가 체험즐거움, 체험만족 및 행동의도에 미치는 영향 - Pine & Gilmore의 체험이론을 중심으로 -", 관광학연구, 34(9), pp.251~270 (2010), 한국관광학회
- 송학준, "4Es 이론에 따른 축제 방문객의 충성도 연구 - 보령머드축제를 중심으로 -", 관광연구, 25(6), pp.179~198 (2011), 대한관광경영학회
- Suh, M. S., "The effect of consumer's emotion experienced during internet shopping according to gender", Journal of Korean Academy of Marketing, 9, pp.101~128 (2002)
- Wankel, L. M., "A season-long investigation of fun in youth sports", Journal of Sport & Exercise Psychology, 11(4), pp.355~366 (1989)
- Zeithaml, V. A., "The behavioral consequences of service quality", Journal of Marketing, 60(2), pp.31~46 (1996)