Impact Factors Analysis on AR Shopping Service’s Immersion

SHIN, Myoung-Ho, LEE, Young-Min, & KIM, Jin-Hwan. (2019). Impact Factors Analysis on AR Shopping Service's Immersion. The Journal of Distribution Science(JDS), 17(12), 13-21, https://doi.org/https://doi.org/10.15722/jds.17.12.201912.13

복사

Abstract

Purpose - It is very important to examine customer's behavior about AR shopping either practically or academically. Thus, it will be worthwhile to discuss more in details about AR utility which is even in early stage of distribution industry now. Research design, data, and methodology - This study has designed in consideration of control effects of perceived complexity based on customer's flow as dependent variable, and on AR characteristics and technology readiness as independent variables. Study data has been collected from questionnaires after using AR shopping service directly by those who are 20-30 years old of male and female respondents, which has been analyzed with 167 questionnaires. Hypothesis is verified using by hierarchical regression analysis. Results - After results of hypothesis verified, positive influence has been shown in terms of sensory immersion, manipulation, and optimism, however, it is rejected in relation to navigation and innovativeness. Control effect of perceived complexity has not been appeared. Conclusions - Implications of this study are as follows. First, AR shopping service has to provide an informational value. Second, by providing AR service to customer group, marketing activities will be in effects. Third, recognized complexity is not connected with significant control effect in terms of customer's devotion of service.

keywords: Augmented Reality, AR's Characteristics, Shopping Service, Technology Readiness, Perceived Complexity

참고문헌

Azuma, R. T. (1997). A Survey of Augmented Reality. Teleoperators and Virtual Environments, 6(4), 355-385. https://doi.org/10.1162/pres.1997.6.4.355

Berlyne, D. E. (1970). Novelty, Complexity and Hedonic Value. Perception & Psychophysics, 8(5), 279-286. https://doi.org/10.3758/bf03212593

Brown, E., & Cairnis, P. A. (2004). Grounded Investigation of Game Immersion, In Extended Abstracts on Human Factors and Computing Systems(CHI ‘04) (pp.1297-1300). Vienna, Austria: ACM Press. https://doi.org/10.1145/985921.986048

Bressler, D. M., & Bodzin, A. M. (2013). A mixed methods assessment of students’ flow experiences during a mobile augmented reality science game. Journal of Computer Assisted Learning, 29, 505-517. https://doi.org/10.1111/jcal.12008

Chris. D. K., Anna E. K., & Efpraxia D. Z. (2012). Enhancing the Tourism Experience through Mobile Augmented Reality: Challenges and Prospects. Special Issue Digital and Mobile Economy, 4, 1-6. https://doi.org/10.5772/51644

Csikeszentmihalyi, M. (1975). Beyond Biredom and Anxiety. San Francisco, CA: Jossey-Bass. https://doi.org/10.1148/117.1.230g

Chun, T. Y., & Park, N. H. (2015). The Effect of Augmented Reality Traits on Presence, Flow, and Relational Continuance Behavior with Smart-Phones. Journal of Distribution Science, 13(5), 45-52. https://doi.org/10.15722/jds.13.5.201505.45

Chung, N. H., Lee, H. A., & Koo, C. M. (2014). The Effect of Tourist’s Technology Readiness on the Acceptance of an Augmented Reality Tour Application. Korea Journal of Tourism Research, 29(1), 265-285.

Garcia, R., & Calantone, R. (2002). A Critical Look at Technological innovation typology and innovativeness terminology: a literature review. The Journal of Product Innovation Management, 19(2), 110-132. https://doi.org/10.1111/1540-5885.1920110

10.

Garvautzm, M., & Dieter, S. (2012). Anywhere Interfaces Using Handheld Augmented Reality. Computer, 45(7), 26-31. https://doi.org/10.1109/mc.2012.72

11.

Hairong, L., Terry, D., & Frank, T. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13-30. https://doi.org/10.1002/dir.1013

12.

Han, Y. J. (2017). Analysis of mediating effects of presence, emotional attachment, and focus of attention for augmented reality immersion – In the case of augmented reality game Pocketmon Go Users. Journal of the HCI Society of Korea, 12(4), 27-35. https://doi.org/10.17210/jhsk.2017.11.12.4.27

13.

Heo, O., & Chung, D. H. (2011). Influence of Augmented Reality Advertising on Advertising Attitude, Brand Attitude, and Purchase Intention through Mediator Presence. Advertising Research, 90, 71-98.

14.

Hoffman, D. L., & Novak, T. P. (1997). Measuring the Flow Experience among Web Users. Nashille, TN:Vanderbilt University.

15.

Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behavior. Journal of Retailing and Consumer Services, 30, 252-261. https://doi.org/10.1016/j.jretconser.2016.02.004

16.

Kim, J. Y., & Sung, J. H. (2011). Structuralization of User Flow System in the Mobile Augmented Reality -Focused on Mobile and Spatial characteristics-. Korean Society of Basic Design & Art, 12(2), 139-147.

17.

Kim, M. R., & Jeon, J. E. (2018). The Effects of Technology Innovation and Aesthetic Design on Product Adoption: Focusing on Consumers Sensation. Journal of Korea Service Management Society, 19(5), 243-267. https://doi.org/10.15706/jksms.2018.19.5.012

18.

Kye, B. K., & Km, Y. S. (2008). Investigation on the Relationship among Media Characteristics, Presence, Flow, and Learning Effects in Augmented Reality Based Learning. Journal of Education Technology, 24(4), 193-224. https://doi.org/10.1007/978-3-8348-9313-0_3

19.

Kyung, J. S. (2019). A Study on Store Attributes that cause Crossover Shopping of Online and Offline Shopping Malls. The e-Business Studies, 20(3), 85-104. https://doi.org/10.20462/tebs.2019.6.20.3.85

20.

Lavroff, N. (1994). Virtual Reality Playhouse. New York, NY: Waite Group Press.

21.

Lee, H. J., Cha, S. A., & Kwon, H. N., (2016). Study on the Effect of Augmented Reality Contents-Based Instruction for Adult Learners on Academic Achievement, Interest and Flow. Journal of the Korea Contents Association, 16(1), 424- 437. https://doi.org/10.5392/jkca.2016.16.01.424

22.

Lee, W. L. (2014).The Impact of Product Distribution and Information Technology on Carbon Emissions and Economic Growth: Empirical Evidence in Korea, The Journal of Asian Finance, Economics and Business, 1(3), 17-28. https://doi.org/10.13106/jafeb.2014.vol1.no3.17

23.

Lin, J. S. C., & Hsieh, P. L. (2007). The Influence of Technology Readiness on Satisfaction and Behavioral Intention toward Self-Service Technologies. Computers in Human Behavior, 23(3), 1597-1615. https://doi.org/10.1016/j.chb.2005.07.006

24.

Lowe, B., & Alpert, F. (2015). Forecasting Consumer Perception of Innovativeness. Technovation, 45, 1-14. https://doi.org/10.1016/j.technovation.2015.02.001

25.

Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S.W. (2005). Choosing among alternative service delivery modes: an investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61-83. https://doi.org/10.1509/jmkg.69.2.61.60759

26.

Mihai, S., & Simona, S. (2018). Augmented Reality Uses in Interior Design, Infomatica Economica, 22(3), 5-13. https://doi.org/10.12948/issn14531305/22.3.2018.01

27.

Ryu, J. S. (2019). Consumer Chracteristics and Shopping for Fashion in the Omni-Channel Retail Enviroment. Journal of Business and Enviromental Studies, 9(4), 15-22. https://doi.org/10.13106/jbees.2019.vol9.no4.15

28.

Susan, R., Neil, H., & Moira, C. (2011). Online Customer Experience: A Review of the Busines‐sto‐ Consumer Online Purchase Context. International Journal of Management Reviews, 13, 24-39. https://doi.org/10.1111/j.1468-2370.2010.00280.x

29.

Trevino, L. K., & Webster, J. (1992). Flow in Computermediated Communication Electronic mail and Voice mail Evaluation and Impacts. Communication Research, 19(5), 539-557. https://doi.org/10.1177/009365092019005001

30.

Vijayasarathy, L. R., & Jones, J. M. (2000). Print and Internet catalog shopping: assessing attitudes and intentions. Internet Research, 10, 191–200. https://doi.org/10.1108/10662240010331948

31.

You, J. E., & Choi, W. C. (2019). An Analysis of Consumer Purchasing Descison Determinant on Local Liquors. The International Journal of Industrial Distribution & Business, 10(6), 39-50. http ://dx.doi.org/10.13106/ijidb.2019.vol10.no6.39

바로가기메뉴

논문 상세

Vol.17 No.12

Impact Factors Analysis on AR Shopping Service's Immersion

Impact Factors Analysis on AR Shopping Service’s Immersion

Abstract

참고문헌

The Journal of Distribution Science(JDS)