Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Experiential Value of AR Fashion Platform on Platform Preference

증강현실 패션플랫폼에 대한 경험적 가치가 플랫폼 선호도에 미치는 영향

  • Ha Kyung Lee (Dept. of Clothing and Textiles, Chungnam National University) ;
  • Hee Jin Hur (Dept. of Fashion Design & Business, Daejeon University)
  • 이하경 (충남대학교 의류학과) ;
  • 허희진 (대전대학교 패션디자인.비즈니스학과)
  • Received : 2022.04.28
  • Accepted : 2022.08.03
  • Published : 2022.12.31
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Abstract

This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

Keywords

Acknowledgement

본 논문은 2021학년도 대전대학교 교내학술연구비 지원에 의해 연구되었음.

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