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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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How Customers Perceive Virtual Mirror Technology in the 4<sup>th</sup> Industrial Revolution Environment

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2022, v.10 no.4, pp.1-12
https://doi.org/https://doi.org/10.20482/jemm.2022.10.4.1
JO, Junghee (KDI School of Public Policy and Management)
CHO, Yoon C. (KDI School of Public Policy and Management)
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Abstract

Purpose: The purpose of this study is to explore how customers perceive virtual mirror technology in the 4th industrial revolution environment. In particular, this study investigated how virtual mirror technology affects customer satisfaction and intention to use that are rarely examined in previous studies. Research questions include how proposed variables including sensory stimulation, enjoyment, product quality, telepresence, interactivity, and immersion affect satisfaction and intention to use and how satisfaction affects intention to use. Research design, data and methodology: This study conducted an online survey and applied factor and regression analyses to test hypotheses. Results: The results of this study found that effects of sensory stimulation, telepresence, and immersion on satisfaction were significant, while effects of enjoyment, product quality, and immersion on intention to use were significant. Therefore, variables affecting satisfaction and intention to use were different, while effects of immersion were significant both on satisfaction and intention to use. Conclusions: This study concluded that the role of virtual mirror technology helps customers determine product quality and increase satisfaction level, while it also helps customers enjoy shopping and increase intent to use the service. The results of this study provide how to foster better relationship with customers by applying advanced technologies.

keywords
Customer Satisfaction, Intention to Use, Virtual Mirror Technology, Customer Relationship Management

융합경영연구