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http://dx.doi.org/10.17703/JCCT.2022.8.6.971

A Study on the Influence of Augmented Reality Experience in Mobile Applications on Product Purchase  

Kim, Minjung (Dept. of Visual Media Design, Hanyang Women's University)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.6, 2022 , pp. 971-978 More about this Journal
Abstract
As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.
Keywords
Augmented Reality; Mobile Application; Technology Acceptance Model; Experience Element;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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