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http://dx.doi.org/10.7741/rjcc.2013.21.6.810

The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention  

So, Ji In (Dept. of Clothing and Textiles, Graduate School, Ewha Womans University)
Kim, Sun-Hee (Dept. of Fashion Design, Kimpo College)
Publication Information
The Research Journal of the Costume Culture / v.21, no.6, 2013 , pp. 810-826 More about this Journal
Abstract
The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.
Keywords
augmented reality; fashion; experience economy theory; pleasure; satisfaction; intention of reuse; purchase;
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Times Cited By KSCI : 4  (Citation Analysis)
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