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가상현실과 증강현실 쇼핑의 체험적 요소가 상품 구매 의도에 미치는 영향

The Effects of Experiential Factors of VR and AR on Consumer Shopping Intention

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주제분류경제학

초록

최근 기업들은 VR과 AR을 쇼핑에 접목하여 소비자들의 쇼핑 참여를 증가시키고 있다. 특히 유통 기업들은 이러 한 쇼핑체험을 마케팅적 요소로 적극 활용하고 있다. 본 연구는 VR.AR을 통해 쇼핑을 체험한 이용자들을 대상으 로 Sweeney and Soutar이 분류한 지각된 가치의 기능적 가치, 정서적 가치를 알아보고 이러한 가치를 통해 Rogers의 혁신확산이론(Diffusion of Innovation)의 ‘적합성’, ‘시험가능성’이 VR.AR 쇼핑 체험의 추천 의사, 지속 체험 의사, 또 VR.AR을 통해 살펴본 제품을 구매할 구매 의사에 대해서 어떠한 영향을 미치는지 알아보았다. 본 연구는 첫째 디바이스 자체에 대한 몰입이 VR.AR 쇼핑 체험 태도의 미치는 영향을 알아보았다. 두 번째 VR. AR 쇼핑 체험의 지각된 가치의 기능적 가치, 정서적 가치가 VR.AR 쇼핑 체험의 태도에 미치는 영향을 알아보았 다. 마지막으로 VR.AR 쇼핑 체험의 태도가 최종적으로 추천의사.지속체험의사.구매의사에 미치는 영향을 확인 하였다. 연구결과를 살펴보면 VR.AR 쇼핑 체험의 기능적 가치가 정서적 가치보다 태도에 더 큰 영향을 미친다는 것을 확인하였으며 VR.AR 쇼핑 체험의 태도 중 적합성이 최종 변수에 큰 영향을 미치는 것을 알 수 있었다.

Abstract

With the spread of 4th industrial revolution, VR(Virtual Reality) shopping and AR(Augmented Reality) shopping are becoming hot issues in the global retail industry. Compared with the online shopping or traditional store shopping, consumers will show different shopping behaviors in the VR or AR shopping environment. In this research, we tried to investigate how consumer shopping behaviors will be changed in the new technology-based VR or AR retail environment. Based on the literature review and the results of previous researches, we developed research hypotheses and study model. The research model focused on the consumers’ perceived value from VR and AR shopping experience and attitude toward VR and AR shopping. We found that customer attitude toward VR.AR shopping was an important mediator between customer value and purchasing intention. Managerial implications of the results of this study and limitation of the study were also discussed from the perspectives of retailers.

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