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

  • 제47권6호
  • /
  • Pages.1157-1176
  • /
  • 2023
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
DOI QR코드

DOI QR Code

가상피팅 서비스를 활용한 온라인 쇼핑에서의 소비자 심리 평가 과정 -인터렉티브 미디어 효과 이론(TIME)을 중심으로-

Consumer Psychological Evaluation Process in Online Shopping using Virtual Fitting Service -Focusing on the Theory of Interactive Media Effects (TIME)-

  • 김윤정 (중앙대학교 예술문화연구원) ;
  • 쉬원윈 (중앙대학교 예술대학 패션전공) ;
  • 오경화 (중앙대학교 예술대학 패션전공)
  • Yunjeong Kim (Institute of Arts and Culture, Chung-Ang University) ;
  • Wenyun Xu (Dept. of Fashion Design, College of Arts, Chung-Ang University) ;
  • Kyung Wha Oh (Dept. of Fashion Design, College of Arts, Chung-Ang University)
  • 투고 : 2023.09.03
  • 심사 : 2023.11.07
  • 발행 : 2023.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study aims to verify the psychological evaluation that consumers undergo when accepting virtual fitting services while shopping online. The Theory of Interactive Media Effects (TIME) was applied to determine the impact of the perceived affordance of media on consumer response through immersion. An online survey was conducted targeting female consumers in their 20s and 30s, and 271 responses were collected and used for empirical analysis. The results of the analysis showed that interactivity and immediacy had a positive effect on telepresence. Telepresence, in turn, affected perceived usefulness and enjoyment, which then significantly affected purchase intention. In addition, some paths confirmed the moderating effect of consumer innovativeness. In consumers with high innovativeness, interactivity was found to have a greater influence on telepresence and perceived usefulness had a more significant influence on purchase intention than in consumers with low innovativeness. Conversely, in consumers with low innovativeness, perceived enjoyment was found to have a greater influence on purchase intention than in consumers with high innovativeness. The significance of this study is that it expands research on customer perception of virtual fitting services within online shopping platforms.

키워드

참고문헌

  1. Abuhamdeh, S., & Csikszentmihalyi, M. (2012). Attentional involvement and intrinsic motivation. Motivation and Emotion, 36, 257-267. https://doi.org/10.1007/s11031-011-9252-7
  2. Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 665-694. https://doi.org/10.2307/3250951
  3. Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9(2), 204-215. https://doi.org/10.1287/isre.9.2.204
  4. Bae, S. B. (2014). The effects of the experience of using augmented reality fashion products on purchase intention: Focused on extended technology acceptance model (ETAM) [Unpublished master's thesis]. Hanyang Cyber University.
  5. Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37(3), 421-439. https://doi.org/10.1080/02650487.2016.1244887
  6. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421-458. https://doi.org/10.2307/2393203
  7. Beck, M., & Crie, D. (2018). I virtually try it… I want it! Virtual fitting room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279-286. https://doi.org/10.1016/j.jretconser.2016.08.006
  8. Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. Journal of Consumer Research, 7(3), 234-248. https://doi.org/10.1086/208812
  9. Caboni, F., & Hagberg, J. (2019). Augmented reality in retailing: A review of features, applications and value. International Journal of Retail & Distribution Management, 47(11), 1125-1140. https://doi.org/10.1108/IJRDM-12-2018-0263
  10. Chau, P. Y. K. (1996). An empirical assessment of a modified technology acceptance model. Journal of Management Information Systems, 13(2), 185-204. https://doi.org/10.1080/07421222.1996.11518128
  11. Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94. https://doi.org/10.1016/j.intmar.2011.01.003
  12. Choi, J.-R., & Lim, S.-B. (2010). Virtual fitting solutions for digital fashion in the ubiquitous environment. Journal of Digital Contents Society, 11(3), 299-306. https://www-dbpia-co-kr.proxy.cau.ac.kr/journal/articleDetail?nodeId=NODE02269176
  13. Choi, W., Kim, H. Y., & Park, M. (2021). Effects of shopping motivation and telepresence in VR fitting room applications on consumer response. Fashion & Textile Research Journal, 23(5), 611-623. https://doi.org/10.5805/SFTI.2021.23.5.611
  14. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  15. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (6th ed.). Dryden Press.
  16. Eum, H. M. (2014). Study of mobile media augmented reality usability evaluation factors for imaginary fitting experience [Unpublished master's thesis]. Hongik University.
  17. Evans, S. K., Pearce, K. E., Vitak, J., & Treem, J. W. (2017). Explicating affordances: A conceptual framework for understanding affordances in communication research. Journal of Computer-Mediated Communication, 22(1), 35-52. https://doi.org/10.1111/jcc4.12180
  18. Fiore, A. M., Kim, J., & Lee, H.-H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53. https://doi.org/10.1002/dir.20042
  19. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 38-53. https://doi.org/10.1177/002224378101800313
  20. Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. https://doi.org/10.1002/cjas.129
  21. Han, J. S., & Youm, D. S. (2014). The influence of evaluation elements of mobile location based advertising on user satisfaction: Focused on the moderating effects of user innovativeness. Journal Korea Society of Visual Design Forum, 44, 257-266. http://doi.org/10.21326/ksdt.2014..44.022
  22. Han, S.-L., & An, M. (2019). Analysis of user telepresence and behavioral intention in virtual reality shopping environment. Journal of Channel and Retailing, 24(1), 51-71. https://doi.org/10.17657/jcr.2019.01.31.3
  23. Heo, C.-M. (2018). Structural relationship among presence, enjoyment, brand attitude and purchase intention of augmented reality-based sports brand advertising. Journal of Digital Contents Society, 19(3), 461-470. http://doi.org/10.9728/dcs.2018.19.3.461
  24. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  25. Hwang, S., & Shin, S. (2013). The effects of the virtual avatar fitting models for apparel e-commerce in consumer's purchasing behavior: Comparing traditional model with virtual avatar model. Journal of Fashion Business, 17(5), 57-69. https://doi.org/10.12940/jfb.2013.17.5.57
  26. Javornik, A. (2016). 'It's an illusion, but it looks real!'Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32 (9-10), 987-1011. https://doi.org/10.1080/0267257X.2016.1174726
  27. Jhee, S. Y., & Han, S. L. (2022). The effect of MZ generation's experiential value for mobile AR virtual fitting service on emotional response, brand Image and behavioral Intention. Journal of Consumer Studies, 33(6), 85-105. http://dx.doi.org/10.35736/JCS.33.6.5
  28. Ju, H., Lee, J. H., & Kim, Y. I. (2020). Adult male consumer's awareness and demand for virtual fitting system adoption in online apparel shopping. Journal of Fashion Design, 20(4), 161-174. http://dx.doi.org/10.18652/2020.20.4.10
  29. Kang, E. M., & Park, E. J. (2020). A study on the influence variables of purchasing intentions of apparel products using virtual fitting. Journal of the Korean Society Design Culture, 26(1), 1-13. https://doi.org/10.18208/ksdc.2020.26.1.1
  30. Kim, A. R., & Yang, H. K. (2021). A Study on the perceived value and the intention to use of the robo-advisor: Moderating effects of innovativeness and resistance to innovation. Financial Planning Review, 14(2), 55-88. https://doi.org/10.36029/FPR.2021.05.14.2.55
  31. Kim, D. J. (2022, November 7). '직접 입어보지 않아도 내게 맞는 옷선택 가능'…주목받는 '가상피팅' 스타트업들 ['Possibility of choosing clothes that suit me even without trying them on in person' ... 'Virtual fitting' startups attracting attention]. The Stock. https://www.the-stock.kr/news/articleView.html?idxno=17347
  32. Kim, E. Y., Wu, Y. F., & Hwang, Y. M. (2022). The dimensionality of perceived augmented reality technological attributes (AR TA) in using the virtual fitting system: Testing hierarchical factor structural models. Korean Journal of Human Ecology, 31(6), 753-768. http://dx.doi.org/10.5934/kjhe.2022.31.6.753
  33. Kim, H., & Rhee, E. Y. (2001). Consumer segmentation of clothing products by fashion conformity/innovativeness and their reference groups. Journal of the Korean Society of Clothing and Textiles, 25(7), 1341-1352. https://kiss-kstudy-com.proxy.cau.ac.kr/Detail/Ar?key=1815674
  34. Kim, H.-J., & Lee, J.-W. (2021). Impact of multiview esports broadcasting service' affordance on perceived innovativeness and continuous use intention. Korean Journal of Sport Management, 26(1), 124-137. https://doi.org/10.31308/KSSM.26.1.124
  35. Kim, H. S. (2012). A study on the perceptual types of augmented reality: Focused on concept of the embodied cognition. Journal of Korean Society for the Scientific Study of Subjectivity, 25, 173-193.
  36. Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59. https://doi.org/10.1002/dir.20113
  37. Kim, J., & Park, E. (2019). Beyond coolness: Predicting the technology adoption of interactive wearable devices. Journal of Retailing and Consumer Services, 49, 114-119. https://doi.org/10.1016/j.jretconser.2019.03.013
  38. Kim, T.-M., & Kim, T.-K. (2010). A study on development direction of the advertisement which was applied augmented reality: Focus on presence and satisfaction. Design Convergence Study, 9(5), 59-68.
  39. Klein, L. R. (2003). Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing, 17(1), 41-55. https://doi.org/10.1002/dir.10046
  40. Kwon, S.-J. (2013). Moderating effects of personal innovativeness in mobile banking service. The Journal of Information Systems, 22(1), 201-223. http://dx.doi.org/10.5859/KAIS.2013.22.1.199
  41. Kwon, W.-S., & Lennon, S. J. (2009). Reciprocal effects between multichannel retailers' offline and online brand images. Journal of Retailing, 85(3), 376-390. https://doi.org/10.1016/j.jretai.2009.05.011
  42. Lavoye, V., Mero, J., & Tarkiainen, A. (2021). Consumer behavior with augmented reality in retail: A review and research agenda. The International Review of Retail, Distribution and Consumer Research, 31(3), 299-329. https://doi.org/10.1080/09593969.2021.1901765.
  43. Lee, C. W. (2012). The study on expandability of augmented reality application based on smart media. Journal of the Korean Society Design Culture, 18(4), 485-495.
  44. Lee, H., & Leonas, K. (2018). Consumer experiences, the key to survive in an omni-channel environment: Use of virtual technology. Journal of Textile and Apparel, Technology and Management, 10(3), 1-23. https://jtatm.textiles.ncsu.edu/index.php/JTATM/article/view/13353
  45. Lee, H., & Xu, Y. (2020). Classification of virtual fitting room technologies in the fashion industry: From the perspective of consumer experience. International Journal of Fashion Design, Technology and Education, 13(1), 1-10. https://doi.org/10.1080/17543266.2019.1657505
  46. Lee, H., Xu, Y., & Li, A. (2020). Technology visibility and consumer adoption of virtual fitting rooms (VFRs): A cross-cultural comparison of Chinese and Korean consumers. Journal of Fashion Marketing and Management: An International Journal, 24(2), 175-194. https://doi.org/10.1108/JFMM-01-2019-0016
  47. Lee, H., Xu, Y., & Porterfield, A. (2021). Consumers' adoption of AR-based virtual fitting rooms: From the perspective of theory of interactive media effects. Journal of Fashion Marketing and Management: An International Journal, 25(1), 45-62. https://doi.org/10.1108/JFMM-05-2019-0092
  48. Lee, H., Xu, Y., & Porterfield, A. (2022). Virtual fitting rooms for online apparel shopping: An exploration of consumer perceptions. Family and Consumer Sciences Research Journal, 50(3), 189-204. https://doi.org/10.1111/fcsr.12428
  49. Lee, H.-J., & Kim, J. (2022). Cognitive, affective and behavioral responses based on consumer service preferences: A case of in-store kiosks. Korean Journal of Human Ecology, 31(1), 65-80. http://dx.doi.org/10.5934/kjhe.2022.31.1.65
  50. Lee, H. S. (2015). The impact of value and trust on smart clothing to consumer behavior [Unpublished master's thesis]. Pusan National University.
  51. Lee, J. Y., & Choi, Y. (2012). A study on acceptance factors of smart TV. Korean Journal of Broadcasting and Telecommunication Studies, 26(4), 386-430.
  52. Lee, K. M., & Hwang, S. J. (2014). The trends of the digital media convergence experiential marketing in the fashion industry: Centered on domestic and foreign store-type fashion retail shop. Journal of Korean Society of Media & Arts, 12(1), 129-144. https://doi.org/10.14728/KCP.2014.12.01.129
  53. Lee, S. (2018). Investigating antecedents and outcome of telepresence on a hotel's website. International Journal of Contemporary Hospitality Management, 30(2), 757-775. https://doi.org/10.1108/IJCHM-12-2015-0722
  54. Lee, S.-B., Lee, Y.-K., & Park, C. (2017). The impact of SNG characteristics through flow and satisfaction on stickiness. The Journal of Cultural Policy, 31(2), 138-161. https://doi.org/10.16937/JCP.31.2.201708.138
  55. Lee, S. H. (2014). A study on the influence of SNS acceptance incentives and characteristics to the consistent use intent of it by using TAM (Technology Aceptance Mdel) [Unpublished doctoral desertation]. Donge Eui University.
  56. Lee, S. M., & Chen, L. (2010). The impact of flow on online consumer behavior. Journal of Computer Information Systems, 50(4), 1-10. https://doi.org/10.1080/08874417.2010.11645425
  57. Li, A., & Xu, Y. (2020). A study of Chinese consumers' adoption behaviour toward virtual fitting rooms. International Journal of Fashion Design, Technology and Education, 13(2), 140-149. https://doi.org/10.1080/17543266.2020.1758798
  58. Li, H., Gupta, A., Zhang, J., & Flor, N. (2020). Who will use augmented reality? An integrated approach based on text analytics and field survey. European Journal of Operational Research, 281(3), 502-516. https://doi.org/10.1016/j.ejor.2018.10.019
  59. Lim, H. E. (2023, February 1). 작년 온라인쇼핑 206조 '역대 최대'...여행·교통 90% 넘게 증가 [Last year, online shopping amounted to 206 trillion won, the highest ever... Travel and transportation increased by over 90%]. Newsis. https://mobile.newsis.com/view.html?ar_id=NISX20230201_0002177174
  60. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.1177/002224298905300204
  61. Merle, A., Senecal, S., & St-Onge, A. (2012). Whether and how virtual try-on influences consumer responses to an apparel web site. International Journal of Electronic Commerce, 16(3), 41-64. https://doi.org/10.2753/JEC1086-4415160302
  62. Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925. https://doi.org/10.1016/j.jbusres.2009.05.014
  63. Moon, J.-W., & Kim, Y.-G. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
  64. Niu, M. (2020). Application of intelligent virtual reality technology in clothing virtual wear and color saturation after COVID-19 epidemic situation. Journal of Intelligent & Fuzzy Systems, 39(6), 8943-8951. https://doi.org/10.3233/JIFS-189292
  65. Oakey, R. P. (2013). Open innovation and its relevance to industrial research and development: The case of high-technology small firms. International Small Business Journal, 31(3), 319-336. https://doi.org/10.1177/0266242612458942
  66. O'Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882. https://doi.org/10.1108/03090560410539294
  67. Oh, H. (2015). A study of factors affecting the adoption intention of mobile easy payment service. Journal of Financial Consumers, 5(1), 33-64.
  68. Oum, S., & Han, D. (2011). An empirical study of the determinants of the intention to participate in user-created contents (UCC) services. Expert Systems with Applications, 38(12), 15110-15121. https://doi.org/10.1016/j.eswa.2011.05.098
  69. Pace, S. (2004). A grounded theory of the flow experiences of Web users. International Journal of Human-Computer Studies, 60(3), 327-363. https://doi.org/10.1016/j.ijhcs.2003.08.005
  70. Pachoulakis, I., & Kapetanakis, K. (2012). Augmented reality platforms for virtual fitting rooms. The International Journal of Multimedia & Its Applications, 4(4), 35-46. https://doi.org/10.5121/ijma.2012.4404
  71. Park, H., & Kim, S. (2023). Do augmented and virtual reality technologies increase consumers' purchase intentions? The role of cognitive elaboration and shopping goals. Clothing and Textiles Research Journal, 41(2), 91-106. https://doi.org/10.1177/0887302X21994287
  72. Park, J., & Choi, E. (2018). Influence of VR visual cognitive factors on VR contents cognition and presence. Journal of the Korea Institute of Information & Communication Engineering, 22(7), 985-992. https://doi.org/10.6109/jkiice.2018.22.7.985
  73. Park, J., Stoel, L., & Lennon, S. J. (2008). Cognitive, affective and conative responses to visual simulation: The effects of rotation in online product presentation. Journal of Consumer Behaviour: An International Research Review, 7(1), 72-87. https://doi.org/10.1002/cb.237
  74. Park, J.-E. (2022). A study on the continuously intention to use of sportswear virtual fitting application. The Korea Journal of Sports Science, 31(2), 87-99. https://doi.org/10.35159/kjss.2022.4.31.2.87
  75. Park, J. H., & Stoel, L. (2002). Apparel shopping on the Internet: Information availability on US apparel merchant web sites. Journal of Fashion Marketing and Management: An International Journal, 6(2), 158-176. https://doi.org/10.1108/13612020210429908
  76. Park, J.-J. (2004). The impact of the consumer's innovativeness on online shopping behavior: Based on the Technology Acceptance Model. Advertising Research, (63), 79-101.
  77. Park, J.-S., Hyun, J., Fairhurst, A., & Lee, K.-H. (2012). Perceptions of presence as antecedents to e-tail shopping: An extended technology acceptance model. The Research Journal of the Costume Culture, 20(3), 451-462.
  78. Plotkina, D., & Saurel, H. (2019). Me or just like me? The role of virtual try-on and physical appearance in apparel Mretailing. Journal of Retailing and Consumer Services, 51, 362-377. https://doi.org/10.1016/j.jretconser.2019.07.002
  79. Shim, S., & Drake, M. F. (1990). Consumer intention to purchase apparel by mail order: Beliefs, attitude, and decision process variables. Clothing and Textiles Research Journal, 9(1), 18-26. https://doi.org/10.1177/0887302X9000900103
  80. Shin, S.-Y. (2010). A study on the effect of personal characteristics and innovative service characteristics of smart phones on accepting attitude [Unpublished master's thesis]. Hongik University.
  81. Shim, M., Kim, E., Oh, H., & Kim, B. (2012). Users' perception of 'smartness' is in media. Korean Journal of Broadcasting and Telecommunication Studies, 26(3), 255-297.
  82. So, J. I., & Kim, S. H. (2013). The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention. The Costume Culture Association, 21(6), 810-826. https://doi.org/10.7741/rjcc.2013.21.6.810
  83. Son, M.-S., Han, K.-S., An, Y.-J., & Kim, S.-Y. (2019). A study on the major factors affecting the intention to use the AR virtual fitting system. Journal of Digital Contents Society, 20(5), 991-1000. https://doi.org/10.9728/dcs.2019.20.5.991
  84. Song, K., Fiore, A. M., & Park, J. (2007). Telepresence and fantasy in online apparel shopping experience. Journal of Fashion Marketing and Management: An International Journal, 11(4), 553-570. https://doi.org/10.1108/13612020710824607
  85. Song, N.-E., Jung H.-M., & Kim, B.-Y. (2022). Effect of perceived consumption value on flow and patronage intention in online luxury shopping: Comparison of group differences according to social risk and COVID-19 risk. Journal of Consumption Culture, 25(2), 37-59. https://doi.org/10.17053/jcc.2022.25.2.003
  86. Steenkamp, J.-B. E., Ter Hofstede, F., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55-69. https://doi.org/10.1177/002224299906300204
  87. Steuer, J., Biocca, F., & Levy, M. R. (1995). Defining virtual reality: Dimensions determining telepresence. In F. Biocca, & M. R. Levy (Eds.), Communication in the age of virtual reality (pp. 33-39). Routledge.
  88. Suh, K.-S., & Chang, S. (2006). User interfaces and consumer perceptions of online stores: The role of telepresence. Behaviour & Information Technology, 25(2), 99-113. https://doi.org/10.1080/01449290500330398
  89. Suh, C.-K., & Seong, S.-J. (2004). Individual characteristics affecting user's intention to use internet shopping mall. The Korea Society of Management Information Systems, 14(3), 1-22. https://koreascience.kr/article/JAKO200416638000163.page
  90. Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME) four models for explaining how interface features affect user psychology. In S. S. Sundar (Ed.), The handbook of the psychology of communication technology (pp. 47-86). WhileyBlakwell. https://doi.org/10.1002/9781118426456.ch3
  91. Sundar, S. S., Xu, Q., & Bellur, S. (2010, April 10-15). Designing interactivity in media interfaces: A communications perspective [Paper presentation]. Conference on Human Factors in Computing Systems, Atlanta, GA, United States. https://doi.org/10.1145/1753326.1753666
  92. Tawira, L., & Ivanov, A. (2023). Leveraging personalization and customization affordances of virtual try-on apps for a new model in apparel m-shopping. Asia Pacific Journal of Marketing and Logistics, 35(2), 451-471. https://doi.org/10.1108/APJML-09-2021-0652
  93. Van der Heijden, H., & Sorensen, L. S. (2003, June 16-21). Measuring attitudes towards mobile information services: An empirical validation of the HED/UT scale [Paper presentation]. European Conference on Information Systems, Naples, Italy.
  94. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  95. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. https://doi.org/10.2307/41410412
  96. Wei, N., & Li, Z. (2021). Telepresence and interactivity in mobile learning system: Its relation with open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 78. https://doi.org/10.3390/joitmc7010078
  97. Wu, G., & Wu, G. (2006). Conceptualizing and measuring the perceived interactivity of websites. Journal of Current Issues & Research in Advertising, 28(1), 87-104. https://doi.org/10.1080/10641734.2006.10505193
  98. Yang, H., & Park, C. K. (2012). The effect of technology readiness, fashion innovativeness, and participation level perception on acceptance intention of 3D virtual fitting systems. Journal of the Korean Society of Clothing and Textiles, 36(3), 269-281. http://dx.doi.org/10.5850/JKSCT.2012.36.3.269
  99. Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior. Journal of Retailing and Consumer Services, 19(5), 484-491. https://doi.org/10.1016/j.jretconser.2012.06.00310
  100. Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), 89-103. https://doi.org/10.1016/j.intmar.2017.04.001
  101. Yin, X.-L. (2019). The effects of virtual fitting characteristics based on augmented reality on use intention and purchase intention of fashion products by Chinese consumers: Focused on technology acceptance model [Unpublished master's thesis]. Konkuk University.
  102. Yoon, J.-H. (2013). A study of effects of ICT media characteristics and personal innovativeness on communication interaction ICT. Management & Information Systems Review, 32(2), 193-212. https://doi.org/10.29214/damis.2013.32.2.009
  103. Yu, J. P. (2012). 구조방정식모델 개념과 이해 [Structural equation model concept and understanding]. Hannarae Publishing.
  104. Yu, U.-J., & Damhorst, M. L. (2015). Body satisfaction as antecedent to virtual product experience in an online apparel shopping context. Clothing and Textiles Research Journal, 33(1), 3-18. https://doi.org/10.1177/0887302X14556150
  105. Zaman, M., Anandarajan, M., & Dai, Q. (2010). Experiencing flow with instant messaging and its facilitating role on creative behaviors. Computers in Human Behavior, 26(5), 1009-1018. https://doi.org/10.1016/j.chb.2010.03.001