- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Study on the Influence of Technology Acceptance in the Traditional Markets for Consumer Purchasing Intention: Based on Augmented Reality Technology
Kim, Chul-Jung
Abstract
Purpose - This study has been conducted based on the assumption that technology acceptance for the traditional markets introduce Augmented Reality Technology system into traditional markets in order to increase the influence on consumer purchasing intention. The Augmented Reality Technology system on this study has been carried out by a modeling study based on Davis(1989)'s Technology Acceptance Model (TAM). Research design, data, and methodology - Before starting the research, we inquired previous researches and defined the basic concept for each research with applying some parts of them. By doing this, we were able to find out if the users had perceived ease of use and the feeling of usefulness for the technology acceptance in using traditional markets. As a result, we measured how efficiently those factors could have an influence on traditional market visit. Moreover, we analyzed the result with actual proofs, assuming that such a visiting intention would affect consumers purchasing intention Results - To summarize the results, first, we have found that the necessity for augmented reality technology for traditional markets and its convenience in use can have a positive effect on visiting traditional markets. Second, we have discovered that the feeling of easiness in use, technological usefulness, and its visiting intention for Augmented Reality Technology can positively influence on the users' purchasing intention. Conclusions - By taking advantage of the research results from this study, the technological acceptance for the traditional markets suggests not only a positive impact on the users' visiting traditional markets but also an influence on the users' purchasing intention for the goods that are sold in the traditional markets. The weak point of this study is that it did not have sufficient theoretical explanation for technological acceptance in traditional markets, and it also lacked theoretical research to apply Augmented Reality Technology to the distribution industry. In order to overcome these drawbacks, we have to conduct thoughtful empirical analysis and research. Lastly, we insist that we will have to carefully verify reliability for the questionnaire data collected by the Internet survey panels in the future.
- keywords
- Traditional Market, Technology Acceptance, Augmented Reality
Reference
Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use and usage of information technology: A replication. MIS Quarterly, 16, 227–247.
Ajzen, Icek, & Fishbein, Martin (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, N. J.: Prentice-Hall.
Azuma, R. T. (1997). A Survey of Augmented Reality. Teleoperators and Virtual Environments, 6(4), 355-385.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Hwang, Jae-In (2013). Mobile AR study tendency and view. Korea Institute of Information Technology Magazine, 11(2), 85-90.
Kim, Chan-Dong (2009). Tradition market in Seoul, will activate how?. Policy Report, 36, 1-21.
Kim, Hee-Young (2014). Industrialization of Augmented Reality Contents: Focusing on the 21st Century’s Films and Augmented Reality Arts. Catoon &Animation Studies, 35, 347-374.
Kim, Sang-Hyeon, & Oh, Sang-Hyun (2002). The Determinants of Repurchase Intentions in the Service Industry: Customer Value, Customer Satisfaction, Switching Costs and Attractiveness of Alternatives. Journal of Korean Marketing Association, 17(2), 25-55.
Kim, Yong-Kyeom (2012). An Integrated Theoretical Model on the Relationships between the Related Factors of the Technology Acceptance Model. Journal of Industrial Economics and Business, 25(2), 1639-1670.
Kim, Young-Geun, & Kim, Won-Jung (2013). Tourist information service on research based Smart Phone Augmented Reality. The Journal of The Korea Institute of Electronic Communication Sciences , 7(1), 259-263.
Kwon, Hyuk-Sung, & Park, Yun-Gyu (2011). Course of Development about tradition market activation policy. Institute of Natural Science – Yongin University, 16(1), 1-16.
Oh, Sung-Hwan, & Kim, Ki-Duck (2013). Study on establishment of Deoksugung palace, tourist information services using augmented reality(ar)technology. Cultural Heritage administration, 46(2), 26-45.
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the Quality of Relationships in Consumer Services: An Empirical Study. European Journal of Marketing , 37(1), 169-196.
Yoon, Sun-Hee (2012). Design and Implementation of Commodity Information System Using LBS with Augmented Reality Based on Smart Phone. Journal of the Korea Society of Computer and Information, 17(12), 229-239.
Youn, Myoung-Kil, & Kim, You-Oh (2012). Principles of distribution. Seoul, Korea: Doonam Publishing.
Yun, Sung-Uk (2004). The Study on the Acceptance Decision Factor of the Mobile Internet. Korean Journal of Journalism & Communication Studies, 48(3), 274-301.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations