증강현실(AR) 기능이 온라인 구매 의도에 미치는 영향: E-Commerce환경에서의 자기결정이론 기반으로 분석
The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce
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초록
최근 온라인 쇼핑의 인기가 급증했으나, 증강현실(AR) 기술 활용과 소비자의 내적 동기 영향에대한 연구는 여전히 부족하다. 본 연구는 자결성 이론(Self-Determination Theory)을 바탕으로 AR 기술과의 상호작용이 소비자의 온라인 구매 의도에 미치는 요인을 분석하고자 한다. 다중 회귀분석을 통해 597개의 유효 응답을 분석한 결과, 자율성, 유능감, 관계성 지각이 구매 의도에 긍정적영향을 미쳤으며, AR 기술에 대한 태도가 이를 매개하여 효과를 강화하는 것으로 나타났다. 이 연구는 AR 기반 온라인 쇼핑 환경에서 심리적 동기의 역할을 규명하며, 마케터들에게 AR을효과적으로 통합해 소비자 참여와 판매를 증진시킬 전략적 시사점을 제공한다. 또한, 전자상거래에서 AR과 소비자 행동 연구의 기초 자료로 활용될 수 있다.
Abstract
In recent years, the popularity of online shopping has grown rapidly. However, there is still a scarcity of research exploring the use of augmented reality (AR) technology in this context, especially concerning the role of internal consumer motivations. This study aims to address this research gap by examining the factors that affect consumers' online purchase intentions when interacting with AR technology, utilizing Self-Determination Theory as the guiding framework. The research involved gathering and analyzing 597 valid responses through the application of multiple regression and component analysis methods. The findings indicate that key elements of Self-Determination Theory, particularly perceived autonomy, perceived competence, and perceived relatedness, have a positive impact on consumers' online purchase intentions. Importantly, the study also identifies that consumers' attitudes toward AR technology mediate this relationship, further enhancing their intention to buy online. This research contributes significantly to the understanding of how psychological motivations, framed within Self-Determination Theory, can be applied to AR-enhanced online shopping environments. Additionally, the findings offer strategic insights for online marketers. By better understanding the ways in which AR technology impacts consumer attitudes and purchase motivations, marketers can more effectively incorporate AR into their digital platforms to boost engagement, satisfaction, and ultimately, sales. This study provides a valuable foundation for future research on AR and consumer behavior in e-commerce settings.
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